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

Ulla A. Saari, Saku J. Mäkinen

    Tutkimustuotos: KonferenssiartikkeliScientificvertaisarvioitu

    255 Lataukset (Pure)

    Abstrakti

    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.
    AlkuperäiskieliEnglanti
    OtsikkoXXVII ISPIM Innovation Conference 2016
    AlaotsikkoPorto, 19-22 June, 2016
    Sivumäärä14
    TilaJulkaistu - 19 kesäk. 2016
    OKM-julkaisutyyppiA4 Artikkeli konferenssijulkaisussa
    TapahtumaInternational Society for Professional Innovation Management's Innovation Conference -
    Kesto: 1 tammik. 1900 → …

    Conference

    ConferenceInternational Society for Professional Innovation Management's Innovation Conference
    Ajanjakso1/01/00 → …

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