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...