Quantifying brand experience value

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 of a brand in which experience value is incorporated.

Quantifying Brand Experience Value

Kazuo SonobeResearch & Development Dept., Nikkei Research Inc., Japan

INTRODUCTION

Until recently the concept of “experience” has been examined by philosophers including J. Locke, D. Hume and I. Kant. Currently, “experience” has also become a subject of interest in the areas of economics and marketing. A prominent example is a book produced by B. J. Pine and J. H. Gilmore, The Experience Economy, published in 1999 and in which they defined “experience” as the fourth “value” following “commodity,” “product” and “service.” Consumers do not merely consume products or services but also find value...

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