Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"
Abstract
Brand experience is one of the most promising concepts to emerge in consumer research over the last decade. However, unlike other brand-related concepts, it has often been considered implicitly, not explicitly, in consumption dynamics. This paper aims to advance knowledge of the concept through an extensive literature review, covering studies that mention the phenomenon of brand experience both explicitly and implicitly (i.e., using relationship...
Paper Details
Title
Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"
Published Date
Mar 1, 2019
Journal
Volume
96
Pages
355 - 365
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