Exploring how brand experience measurement could be used for integrating marketing and R&D

Ulla A. Saari, Saku J. Mäkinen

    Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

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    Abstract

    Based on a brand experience survey done on global mobile phone brands, we have analysed how brand experiences impact brand loyalty and are associated to prior product selections. We have created two conceptual models after doing exploratory factor analysis (EFA) on data collected from Finland (N=468). Our findings indicate that brand experiences of mobile phone brands consist of intellectual, sensory, behavioural, and eco-friendliness related aspects, and that the affective dimension that has earlier been linked to brand experiences is in fact associated more with brand loyalty. Also the perception of eco-friendliness in the brand experience can have an impact on brand loyalty and it is reflected in the product selection. Thus we suggest that integrated marketing and innovation management concentrate on improving the emotions consumers have towards a brand and measure this dimension to track how the brand has succeeded to deliver intellectual, sensory, behavioural and eco-friendliness related brand experiences.
    Original languageEnglish
    Title of host publicationXXVII ISPIM Innovation Conference 2016
    Subtitle of host publicationPorto, 19-22 June, 2016
    Number of pages14
    Publication statusPublished - 19 Jun 2016
    Publication typeA4 Article in conference proceedings
    EventInternational Society for Professional Innovation Management's Innovation Conference -
    Duration: 1 Jan 1900 → …

    Conference

    ConferenceInternational Society for Professional Innovation Management's Innovation Conference
    Period1/01/00 → …

    Keywords

    • brand experience
    • brand experience measurement
    • stakeholders
    • product development

    Publication forum classification

    • Publication forum level 0

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