Abstract
The authors discuss the current state and future scenarios of brand experience – a new concept that they contributed to the brand management literature. Specifically, they present three research and practical trends, and marketing challenges: (i) the proliferation of settings and media that evoke brand experiences; (ii) the role of brands in consumption experiences; and (iii) the need of brand experiences to reach positive psychological outcomes.
| Original language | English |
|---|---|
| Pages (from-to) | 727-733 |
| Number of pages | 7 |
| Journal | Journal of Brand Management |
| Volume | 21 |
| Early online date | 23 Jan 2015 |
| DOIs | |
| Publication status | Published - Dec 2015 |