The concept of brand experience

Journal of Brand Management

Volumn 16, Issue 7, 2009, Pages 417-419

  Schmitt, Bernd ^a  

^a The Sanford C Bernstein Co Center for Leadership and Ethics   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 67650862779     PISSN: 1350231X     EISSN: 14791803     Source Type: Journal    
DOI: 10.1057/bm.2009.5     Document Type: Review

References (10)

1. Schmitt, B. H. (1997) Superfi cial out of profundity: The branding of customer experiences. The Journal of Brand Management 5 : 92-98.
2. Pine II, J. B. and James, H. G. (1999) The Experience Economy: Work is Theatre and Every Business a Stage. Cambridge, MA: Harvard Business School Press.
3. Shaw, C. and John, I. (2002) Building Great Customer Experiences. New York: Palgrave Macmillan.
4. Smith, S. and Joe, W. (2002) Managing the Customer Experience: Turning Customers into Advocates. Upper Saddle River, NJ: Financial Times Prentice Hall.
5. Schmitt, B. H. (1999) Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands. New York: The Free Press.
6. Schmitt, B. H. (2003) Customer Experience Management. New York: Wiley.
7. Holbrook, M. and Elizabeth, C. H. (1982) The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research 9 (September) : 132-140.
8. Examples of papers in the Journal of Brand Management from this year alone include the following two papers: Raggio, R. D. and Robert, P. L. (2009) Chasing brand value: Fully leveraging brand equity to maximise brand value. Journal of Brand Management 16 : 248-263,
9. and Casidy, M.R., Yelena, T. and Alastair, A. (2009) The big fi ve and brand personality: Investigating the impact of consumer personality on preferences towards particular brand personality. Journal of Brand Management 16: 234-247.
10. Brakus, J. J., Schmitt, B. and Lia, Z. (forthcoming) Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing 73 (3) : 52-68.