Опыт взаимодействия с брендом: что это? Как он измеряется? Воздействует ли он на приверженность? (часть 2) 
Бракус Й., Шмитт Б., Зарантонелла Л.

Разработка шкал опыта взаимодействия с брендом;
Первый этап: создание и отбор пунктов;
Второй этап: сокращение количества пунктов и измерений шкалы;
Третий этап: дальнейшее сокращение количества пунктов и подтверждение измерений;
Четвертый этап: дополнительные тесты на надежность и валидность шкалы опыта взаимодействия с брендом;
Пятый этап: дискриминантная валидность шкал опыта взаимодействия с брендом;
Вывод;
Использование опыта взаимодействия с брендом для предсказания поведения потребителя;
Разработка гипотез;
Процедура;
Результаты и обсуждение;
Общее обсуждение;

Ключевые слова: потребительский опыт, измерительные шкалы, маркетинговые коммуникации

Аннотация

Опыт взаимодействия с брендом — это ощущения, чувства, знания и поведенческие реакции, вызываемые воздействующими на потребителя признаками бренда, которые являются частью его дизайна и идентичности, упаковки, коммуникаций и окружения. Авторы выделили четыре типа характеристик опыта взаимодействия: сенсорные, эмоциональные, интеллектуальные и поведенческие —
и создали на их основе шкалу измерения опыта.

Журнал: «Бренд-менеджмент» — №6, 2011 (© Издательский дом Гребенников)
Объем в страницах: 23
Кол-во знаков: около 51,085
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Бракус Йоско

Доцент маркетинга Высшей школы бизнес-администрирования Уильяма Э. Саймона Университета Рочестера.

Рочестер, США

Другие статьи автора 2

Шмитт Бернд Х.

Профессор международного бизнеса Колумбийской школы бизнеса Колумбийского университета.

Нью-Йорк, США

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Зарантонелла Лиа

Старший научный сотрудник департамента менеджмента Института маркетинга Университета Боккони.

Милан, Италия

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