Опыт взаимодействия с брендом: что это? Как он измеряется? Воздействует ли он на приверженность? (Часть 1)
Бракус Й., Шмитт Б., Зарантонелла Л.

Концепция опыта взаимодействия с брендом в исследованиях потребителей и маркетинговых исследованиях;
Опыт взаимодействия с продуктом;
Опыт посещения магазинов и обслуживания;
Опыт потребления;
Создание концепции опыта взаимодействия с брендом;
Конструкт опыта взаимодействия с брендом;
Различия между опытом взаимодействия с брендом и другими конструктами бренда;
Аспекты опыта взаимодействия с брендом;
Философские исследования;
Когнитивная психология;
Прикладные работы по эмпирическому маркетингу и менеджменту;
Выводы;
Восприятие потребителями опыта взаимодействия с брендом;

Ключевые слова: опыт взаимодействия, формирование опыта, 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 ни их основе шкалу измерения опыта.

Журнал: «Бренд-менеджмент» — №5, 2011 (© Издательский дом Гребенников)
Объем в страницах: 12
Кол-во знаков: около 23,625

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Бракус Йоско

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

Рочестер, США

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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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