The current state and future of brand experience

Bernd Schmitt; Josko Brakud; Lia Zarantonello

doi:10.1057/bm.2014.34

The current state and future of brand experience

Bernd Schmitt
, Josko Brakud
, Lia Zarantonello

Management

University of Leeds
Columbia University

Research output: Contribution to journal › Article › peer-review

88 Citations (SciVal)

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	https://doi.org/10.1057/bm.2014.34
Publication status	Published - Dec 2015

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10.1057/bm.2014.34

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The current state and future of brand experience

Abstract

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