The authors discuss the current state and future scenarios of brand experience — a new concept that they contributed to the brand management literature. Specifically, they present three research and practical trends, and marketing challenges: (i) the proliferation of settings and media that evoke brand experiences; (ii) the role of brands in consumption experiences; and (iii) the need of brand experiences to reach positive psychological outcomes.
Brakus, J. Josko, Bernd Schmitt, and Lia Zarantonello. "The current state and future of brand experience." Journal of Brand Management 21 (December 2014): 727-733.
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