Key findings and managerial implications of brand experience research
| Key findings | Research on brand experience (BE) has grown significantly, particularly between 2017 and 2023, expanding beyond traditional marketing into areas such as tourism, luxury, and emerging technologies like AI, VR and AR Seminal works have defined key frameworks, influencing how BE integrates with brand equity and consumer engagement The research highlights the importance of sensory experiences, social media and digital platforms in shaping BE The rise of immersive technologies and the integration of CSR signal a new direction for BE, with a strong focus on co-creation of value and technological touchpoints |
| Managerial implications | Managers should integrate BE into brand strategies, leveraging digital and immersive technologies to enhance consumer engagement Emphasizing sensory and personalised experiences can strengthen brand loyalty and differentiation. Companies should invest in AI, AR and VR to create engaging brand environments and prepare for future opportunities such as the metaverse Focusing on CSR within BE strategies can attract ethically conscious consumers Adopting an omnichannel approach ensures a coherent BE across all digital and physical touchpoints. Managers should also prioritize value co-creation, involving consumers in brand development Keeping up with BE trends and technological advancements will be crucial for maintaining a competitive edge in an evolving market |
| Key findings | Research on brand experience (BE) has grown significantly, particularly between 2017 and 2023, expanding beyond traditional marketing into areas such as tourism, luxury, and emerging technologies like AI, VR and AR |
| Managerial implications | Managers should integrate BE into brand strategies, leveraging digital and immersive technologies to enhance consumer engagement |
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