Brand Experience In Marketing

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Experience are private events that occur in response to stimulation (Schmitt, 1999). The experience can be definied into rational activities (congitive), emotional responses (affective), and behavioural intentions (Hirschaman & Holbrook, 1982). Brand experience is conceived as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli (e.g., colours, shapes, design, slogans) that are part of a brand’s design and identity, packaging, communications, and environments (Brakus et al., 2009, p. 53).

Brand marketers must bond with consumers by staging holistic brand experiences (Schmitt, 1999). The marketing activities associated with the brand, effects the consumers "mind-set" with respect to the brand. The mind-set
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According to Zarantonello and Schmitt (2010), the sensory dimension means that brands can make strong visual impression on the customer, which is "visual, auditory, tactile, gustative, and olfactory stimulations provided by a brand". Also, the sensory dimension involving brands promoting awareness of one or more of the five senses (hearing, sight, smell, touch and taste) (Wood, 2000). A sensory approach clearly detetable provides an underlying concept that always fresh and new (Schmitt, 1999). A good campaign can provides an underlying idea and concpet with constantly fresh executions. Moreover, the affective dimension means that brands induce feelings or sentiments, including feelings produced by brands and their emotional tie with consumers. It being brands evoking feelings or sentiments. The full gamut of relevant emotions includes such diverse feelings as love, hate, fear, joy, boredom, and anxiety (Plutchik, 1980). The behavioral dimension means when a customer uses a brand, it makes the customer physically active, including bodily experiences, lifestyles, and interaction with brands. The intellectual dimension refers to brands ' ability of making customers think or feel…show more content…
It links with brand experience and customer loyalty. If customers satisfied in the brand, product or service, they may continue to purchase that its related to customer loyalty; achieve all/some the dimension in brand experience (sensory, affective, behavioral and intellectual) is important to measure customer satisfaction. Satisfaction is a major outcome of marketing activity and serves to link processes culminating in purchase and consumption with postpurchase phenomena such as attitude change, repeat purchase, and brand loyalty. The centrality of the concept is reflected by its inclusion in the marketing concept that profits are generated through the satisfaction of consumer needs and wants (GILBERT A, 1982). The definition of customer satisfaction is “a customer is satisfied whenever his or her needs, real or perceived, are met or exceeded.” (Gerson, Richard F. 1993) Also, customer satisfaction is to measures how the product and service supplied by a company to meet the customer’s expectation. Customer satisfaction can be experienced in a variety of situations and connected to both goods and services. Satisfaction also is based on the customer’s experience of both contacts with the organization and personal outcomes (Hanan, 1989). Customers’ perceptions of service quality refer to the customers’ assessment of the overall excellence or superiority of the service (Zeithaml,
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