Consumer behaviour: Brand experience

 

This research focuses on consumer brand usage segments and the responses they give to negative attributes in brand image studies. Analysis was conducted across three markets and four approaches for me ...

Although today's clinical healthcare domain is typically driven by technological possibilities, increasingly awareness is building that a change in focus is needed to also incorporate the experiences ...

First Direct uses 'personal marketing' which looks at an individual in the context of his or her life, not the objectives of the business. It argues that it’s your customers' choices and preferences t ...

It is key to marketers to learn what makes people act, both at the most fundamental level and with regard to brands. This paper explains what's behind an openness to act on behalf of brands, what need ...

Andrew Wiseman, a director at Nunwood's Market Analytics business division, argues that though customer satisfaction is recognised as an important contributor to business success, the measurement of t ...

Huw Watkins, account director at kae: marketing intelligence, argues that what you sell is increasingly becoming secondary to how you sell - and the key to loyalty is now customer experience. He expla ...

David Williams, CEO of How to Experience (H2X), argues that many customer focus programmes simply pay lip-service to satisfying customer needs. Here he considers what is needed to define and deliver m ...

With new consumerism and new technology, Engagement Marketing is changing the way brands connect with consumers. Marketers in Asia will increasingly need to provide mechanisms where consumers can inte ...

Glyn Atwal, assistant professor of marketing at ESC Rennes School of Business, and Alistair Williams, professor of marketing at Johnson & Wales University US, argue that the battlefield for luxury goo ...

This paper describes an innovative approach to establishing financial values for each aspect of the hotel guest experience. It addresses the following two, critical planning questions: Can employee en ...

This paper analyses why past efforts to raise air passengers' satisfaction have not helped most airlines to differentiate themselves from competitors. Using years of historical and current data collec ...

One factor that influences perceptions of recovery efforts is consumer expectations while a second factor to consider in assessing the effectiveness of service recovery efforts is understanding proble ...

Grupo Posadas discovered a disconnect between its high-performing Fiesta Inn brand and that brand's core customer, the business traveler. A variety of research methodologies were used to re-build Fies ...

This paper shows how research techniques were applied in an online environment to elicit deeper learning about brand and media engagement among teenagers. The paper focuses specifically on teens in Ch ...

Internet bank, Egg, says its aim is to differentiate itself from other banks by helping consumers make informed choices about money. It regularly measures customer satisfaction and in response to feed ...

It has been widely argued that the new consumer is active, knowledgeable, demanding, channel-hopping and, above all, experience-seeking. Yet market research often continues to survey consumers as if t ...

Understanding underlying consumer needs and drivers of trust can help build intense consumer relationships. Exploring the consumer experience across CPG, automotive, financial services and other secto ...

Mark Joy, joint MD of sales promotion agency, Gasoline, sees 'brand activation' as bringing the brand experience to life in an enjoyable, relevant and engaging way. He describes the factors driving 'B ...

Hugh Robertson, founder and managing partner of experiential marketing agency, RPM, debates the development of brand experience marketing from a tactical add-on to a key element of brand strategy. He ...

Drew Neisser, president and CEO of Renegade Marketing Group, describes a trip with his 12 year old son to the Dew Action Sports Tour in Louisville, Kentucky. On the trip they encountered over ten mem ...

It is a commonplace that most people want to see and try a product before they buy it - and 'brand experience' via sampling, demos and test drives is hardly new. But, as Roderick White informs us, in ...

Researchers have found that really strong brands have gone a step beyond achieving differentiation to develop deep relationships with consumers. In other words, product differentiation is not enough. ...

In a new purchasing environment (e.g., where a consumer moves to a new city), do consumers tend to keep buying the first brand that they try? If so, a behavioral primacy effect might be at work. Behav ...

The perpetual question in marketing is: What is the key to building and maintaining strong sales for a brand in an ever-changing environment? The authors propose that relevance is the key sales driver ...

This paper defines experience value as one of customer benefits, and analyzes its correlation with brand loyalty and its influential factors to perceived quality by quantifying the perceived quality o ...

Martin Payne, Through the Loop, and Ross Urquhart, RPM, argue that ‘brand experience’ is key to helping differentiate brands in today’s crowded market. Firstly they develop a definition for brand expe ...

In a marketplace offering diverse choices, IBM sees its brand(s) as a way to deliver value to clients. To understand what creates an optimal brand experience, IBM asked business decision makers in six ...

Jim Stengel of P & G asserts that consumers are gaining control over areas previously owned by manufacturers and that the marketing industry has been slow to respond to the new landscape. He contends ...

The authors suggest that people have become immune to advertising messages and suggest spending marketing budgets on creating tangible customer experiences. They quote several companies who have succ ...

Advertising, as currently practiced, ignores all that has been learned by cognitive psychologists in the past 30 or 40 years. Consumers process all incoming information, including advertising, in a ve ...