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Experiential Value Case Study

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Today the organizations have to realized the strategic impact in managing intangible assets. Such intangible assets like brands, corporate reputation and organizational’s work culture, have most important sources to gain sustainable competitive advantage.This cability in build and leverage the value of intangible assets shapes the core organizational competency, and recognized as intellectual capital (IC), which has become the most wealth creator in organizations. In other words, the performance of organizations will be determined by their IC. The decison makers must deeply understood that IC for now becoming a major source to have organizational’s sustainable competitive advantage, which proven as the fundamental steps of successful business. …show more content…

Experiential value theory advocates that consumers form their long memorable experiential benefit from the interactions and involving in ei¬ther direct usage or non-direct distanced association of products (Mathwick, Malhotra, & Rigdon, 2001, p. 41). The organization need to have a well understanding in the various functions of experiential value in all fungtional form, and explore their IC to find the relationship impact between experiential value, antecedents, satisfaction, and customer …show more content…

The theory of brand involvement determines the relevance of the brand to consumer individual needs, values and interests. Later Zaichkowsky & Sood, 1989, stated that brand involvement refers to the customer’s personal degree of psychological affective and emotional ties on brand category or specific brand. The power of these ties or the level of involvement also determines the depth, complexity and extensiveness of cognitive and behavioral processes during the consumer decision making to the brand (Laurent & Kapferer, 1985). The organization has to placed brand involvement in their strategic effort, because it’s abstract and difficulties to understand brand consumer decision-making process in their mind, brand advertising, brand commitment, and path of brand consumption on daily basis ( Park & Young,

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