... the functional novelty, the greater the brand interestingness. Brand experience Brand Novelty Word of mouth Interestingness Purchase intent Rarely does a day go by without us thinking or proclaiming about something: “This is interesting!” Interesting is a reaction that applies to anything...

.... This paper aims to analyze the effects of explicit and implicit sensory perception on brand experience and brand-related performance indicators and then investigate the correlations between the senses and experience dimensions. Design/methodology/approach The authors conducted a field experiment...

...Lishan Xie; Patrick Poon; Wenxuan Zhang Purpose This paper aims to examine the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior. Design/methodology/approach Two studies were conducted in China. Data were collected via...

... theory and practice Marketing mix management Targeting Consumer interaction Comparative advertising Brand experience Consumer generated product reviews Predictive power improvement Customer satisfaction Consumer behaviors Cracking the Code in an extremely interesting and valuable...