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Exploring how brand experience measurement could be used for integrating marketing and R&D
Tampere University of Technology, Tampere, Finland.ORCID-id: 0000-0003-4007-5341
Tampere University of Technology, Tampere, Finland.
2016 (engelsk)Konferansepaper, Publicerat paper (Fagfellevurdert)
Abstract [en]

Based on a brand experience survey done on global mobile phone brands, we have analysed how brand experiences impact brand loyalty and are associated to prior product selections. We have created two conceptual models after doing exploratory factor analysis (EFA) on data collected from Finland (N=468). Our findings indicate that brand experiences of mobile phone brands consist of intellectual, sensory, behavioural, and eco-friendliness related aspects, and that the affective dimension that has earlier been linked to brand experiences is in fact associated more with brand loyalty. Also the perception of eco-friendliness in the brand experience can have an impact on brand loyalty and it is reflected in the product selection. Thus we suggest that integrated marketing and innovation management concentrate on improving the emotions consumers have towards a brand and measure this dimension to track how the brand has succeeded to deliver intellectual, sensory, behavioural and eco-friendliness related brand experiences.

sted, utgiver, år, opplag, sider
2016.
Emneord [en]
brand experience, brand experience measurement, stakeholders, product development
HSV kategori
Identifikatorer
URN: urn:nbn:se:hj:diva-46477OAI: oai:DiVA.org:hj-46477DiVA, id: diva2:1357902
Konferanse
XXVII ISPIM Innovation Conference 2016, Porto, Portugal, 19-22 June, 2016
Tilgjengelig fra: 2019-10-04 Laget: 2019-10-04 Sist oppdatert: 2019-10-04bibliografisk kontrollert

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