Journal
JOURNAL OF BRAND MANAGEMENT
Volume 17, Issue 7, Pages 532-540Publisher
PALGRAVE MACMILLAN LTD
DOI: 10.1057/bm.2010.4
Keywords
brand experience; brand experience scale; experiential types; brand attitude; purchase intention
Categories
Ask authors/readers for more resources
Marketing academics and practitioners have acknowledged that consumers look for brands that provide them with unique and memorable experiences. As a result, the concept of brand experience has become of great interest to marketers. The present field study, conducted with actual consumers, addresses the question whether different consumers prefer different experiential appeals and whether experiential types moderate the relationships between brand attitude and purchase intention. We find that there are five types of consumers: hedonistic, action-oriented, holistic, inner-directed, and utilitarian consumers. Moreover, the relationship between attitudes and intentions is strongest for holistic consumers and weakest for utilitarian consumers.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available