Fell In Love At First Sight Or Started As A Friend? One hundred stories of how customers fell in love with a brand

This paper examines how storytelling can be implemented into methodologies for understanding brand experiences in the Japanese and Asian market.

Fell In Love At First Sight Or Started As A Friend? One hundred stories of how customers fell in love with a brand

Akiko Hoshi and Tomoko Yoshida

Introduction

Experience, considered to be the next differentiator for standing out among the crowd, has become one of the key concerns in marketing today. In particular, there is a growing interest in developing a holistic view of customer experiences generated by interactions with a brand, which is called "brand experience." While new technologies, such as online communities or social listening, expand possibilities for capturing real-time, in-the-moment experiences, our view is that ancient...

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