- Brand Experience: A New Approach to Attract and Satisfy Consumers in the Connected Age. - This article explores the role of brand experience in marketing strategy vision in the Connected Age. - The brand experience is considered as the most relevant approach in strategic marketing nowadays because of recent changes of markets and consumers. - Therefore, the article focuses on describing market characteristics and consumers’ behaviours, and how these lead to the brand experience. - Then, it shall define the brand experience as a new concept with specific attributes and components. - Finally, some tactics to conduct the brand experience are recommended in order to attract and satisfy the consumers.. - brand experience. - Therefore, these activities should be always updated and improved to meet the increasing needs of the consumers.. - Particularly, the technology of advanced low-cost things like smart phones has improved mostly the consumers’ awareness and behaviour. - With the smart phones at a reasonable price, and the developed internet infrastructure at a very low cost, if not to say it is free, widely and seamlessly accessing to the Internet has been almost entirely changing the consumers’ behaviour. - Because of the changes of customer awareness, quality and behaviour, the marketers need to knowingly build up the marketing activities and approaches accordingly.. - One of the marketing approaches which get much attention from managers and researchers is the brand experience. - This is the latest approach to dominate the markets that managers have to know [23] because the consumers are actually the human beings with their needs in experimentation. - Therefore, the marketers must intentionally use services and products in a wiser and more tactful way in order to create a genuine experience to the consumers [20], especially brand experiences. - The next part herein shall clarify the brand experience in details.. - Characteristics of the Market and Consumer Behaviour in the Connected Age Globalization. - That means the products and services which their markets have become saturated, and the power of the selling – buying relationship much belongs to consumers. - The consumers have more and more options for each type of products or services, and they can choose what ever they want to meet their need.. - Technology development, especially automation and its applications, has basically changed the consumers’. - It is acknowledged that the technology plays a key role in meeting and satisfying the essential needs of the consumers. - Particularly, information and data storage technology or digital technology strongly and broadly impact on the consumers’ lives.. - It is the development and innovation of the Internet and its infrastructure, and the invention of the mobile devices, which important the most is computers and smartphones, that have been increasingly improving their knowledge and behaviour. - It is estimated that one thirds of the world’s population accesses to the Internet every day, reported by the International Telecommunication Union (ITU) that there are around users, and they spend at least 7.5 hours per day to take part in online activities. - This means that whenever the consumers are on demand or interested in a particular brand, they might find several ways to verify that brand. - What’s more, the consumers in the Connected Age have been well educated and dedicated to their communities so the campaigns of marketing, searching for information, or listening to success stories and powerful people would no longer work efficiently like years ago.. - More than that, they believe in “the power in our hands” (which the smartphones are a good example), especially in what experienced ones share and review about the brand in forums, online groups, communities and relationships in the real life (e.g. - Consequently, this represents that the consumers not only connect with each other but they also participate in the activities associating with their lifestyle personally and connectedly, anywhere and anytime. - In short, the characteristics of the consumers at this time consist of both their offline and online activities.. - Appearance of the Integration of the Ecosystem. - The development of the Internet and social network like Facebook, YouTube, Twitter, Google+, Messenger, and the like have changed the consumers’ behaviour. - In other words, connecting with the others via mobile devices allows the consumers to access to the knowledge of a crowd (from online information, comments, reviews and what a community is interested in), and make better decisions to or not to place a purchase order, or to say that purchase decisions are made socially. - That said, every single consumer wants to know the authenticity of the brand. - thus, social awareness becomes the new consumer perspective which is the criteria that the consumers rely on to decide which brand and what product or service to purchase.. - To sum up, the increase of online communities and associations not only gives the consumers a chance to become more sophisticated but also useful for the communities. - Because of their wise and desire of being a useful user to the communities, the consumers in the Connected Age are attracted to inspirational organizations, and they want to make sure that their money is contributing to an ethical, responsible, and sustainable brand. - In other words, the consumers are seeking more of a relationship from the brands they choose to support.. - Brand Experience as a New Approach to Satisfy the Consumers in the Connected Age. - Branding theory proves that the brand plays a central role in the marketing strategies. - Besides, the consumers increasingly make choices based on the experiential factor that the product offers [22]. - especially an emotion- rich experience provides not only brand differentiation and consumer loyalty but also sales increase and promotion of the brand [17]. - Thus, the brand experience is an effective combination to meet the consumers’. - In fact, there are a large number of researchers and marketing practitioners who pay more attention and concentrate on the brand experience in recent years [1]. - Furthermore, Philip Koter, known as the father of modern marketing, confirmed that marketing practitioners who ignored the brand experiences made a big mistake named marketing myopia [11]. - That said, the brand experience becomes a marketing trend. - Therefore, it is important to understand what the brand experience is.. - 3.1 Definition of Brand Experience. - Experiences occur whenever the consumers search for products, when they are shopping for products or receiving services, and also when they actually consume products or services [2, 7]. - Furthermore, when the consumers search for, purchase and consume a brand, they are exposed to various brand-related stimuli such as brand identity, brand design, brand communications, brand advertisements and brand distribution locations, and consequently transfer those to brand experiences in long-term memories [18]. - The consumers’ brand experiences are formed through different interactions between the brands and the consumers [19].. - The brand experience is subjective, internal consumer responses (sensation, feelings, and cognition) and behavioural responses evoked by the brand-related stimuli that are part of brand identity, packaging, design, environment and communications [1, pp. - The brand experience is a multidimensional concept [26] and it varies in valence, strength and duration [1].. - According to Zarantonello and Schmitt [28], the brand experience could be positive or negative, short-term or long-term. - After all, the brand experience in the customer’s memory over a period of time may influence on how he/she feels about the brand [21].. - Brand experience includes three types of experience which are products, shopping and services, and consumption [1]. - First, product experiences occur when the consumers interact with products [6]. - Second, shopping and service experiences occur when the consumers interact with a store’s physical environments, its policies and practices [10]. - Third, consumption experiences which occur when the consumers consume and use products [1] are multidimensional and contain hedonic dimensions, such as feelings, fun and fantasies [8]. - The brand experiences not only occur directly when the consumers shop, buy and consume a brand but also occur indirectly when they are exposed to advertising and marketing communications [1]. - 3.2 Brand Experience Construct. - These types of experience marketing are considered as experiences from the consumers’ perception.. - In order to make an impressive experience, the brand managers should focus on six categories of experience producers. - According to the collected information of the previous researches, Brakus, Schmitt and Zarantonello [1]. - developed the construct and measurement of brand experience through four dimensions which are sensory, affective, intellectual, and behavioural elements. - The affective element includes of the feelings produced by brands, and the emotional connection between the consumer and a particular brand [28]. - The intellectual element implies the ability of the brand to make the consumers feel curious and innovative. - The behavioural element means the creation of brand experience related to physical body, long-term behaviour and lifestyle, including those obtained through the interaction with the brand [28].. - 3.3 Role of Brand Experience in Marketing Strategies. - Some practice managers said that brand experience activities were much more effective than newspaper advertisements and other media, even word of mouth among friends or colleagues. - For example, 73% consumers of L’oréal said that they would not buy this brand’s products without their brand experience [9]. - In order to meet the consumers’ brand experience requirement, L’oréal applies Augmented Reality named L’Oréal Paris Makeup Genius, which has attracted millions of consumers [9].. - Moreover, approximately 60 percent of consumers suppose that the brand experience would positively influence on their purchase decisions and encourage them to make the decisions more quickly (Jack Morton Worldwide research).. - Furthermore, the brand experience activities would bring long-term values to the brand. - The key values of brand experience activities are customer satisfaction [25], relationship quality [14, 21], and brand loyalty [5, 27].. - They offer the consumers with the experiences so innovative and impressive that they persuade and encourage the consumers not to be able to deny this brand. - The experiences Apple brings to the consumers actually surpass what they have expected so they become the consumers of the brand and even widely promote the brand.. - 3.4 Recommended Brand Experience Tactics. - The nature of doing the brand activities is to serve people, so they need to present and meet all the requirements of functions (i.e.. - Product/service functions not only meet the consumers’ essential needs but their personal and inner desires) and emotion (i.e. - For the emotion, the brand managers should be aware that the consumers in the Connected Age always desire to be connected, shared and admitted. - Be noted that the brand message has to be true and especially encourages the consumers and the community to trust it because the truth is the new purchase standard in this digital age, and also many studies confirm that the consistency and reliability are the important factors affecting the brand equity, the quality of the brand-customer relationship and the brand loyalty [4, 24]. - Ommi-Channel Experience is the best example of the multi-channel synchronization experiences to consumers [9].. - What people expect in the Connected Age is not just to easily make decisions based on the knowledge of a crowd, but they also want to buy a branded product based on the brand’s contribution to the planet. - Specifically, a brand impressive and attractive to the consumers is similar to a person healthy (high quality), unique, able to share things with, trustworthy, and reliable to the society and community.. - The environment and climate have been rapidly changing, and at the same time, the consumers basically change their expectations and perspectives. - The technology allows the consumers to apply various tools into managing and designing their own lives: to easily join in online groups or communities to share information, raise their point of view, post their comments or reviews about a favourite brand, or otherwise they can also refuse or block any notifications, advertisements or promotions which they dislike. - This causes the appearance of brand experience. - The approach of brand experience represents the strategic process of designing experiences for the consumers. - Moreover, the brand experience approach focuses on the consumer’s emotion rather than the consumer’s judgements. - Therefore, it is believed that the brand experience goes beyond the traditional marketing.. - In conclusion, the brand experiences can meet the complicated experience requirements of the consumers as well as satisfy them through the touch-points. - Once they get satisfied with a brand, the consumers would repeatedly purchase it with their brand loyalty, and even increasingly introduce and promote the brand to the others. - In the Connected Age, the brand experience is, therefore, the best method to convey brand honesty to customers, and make the brand more and more reliable in branding.. - Brand experience: What is it? How is it measured?. - The role of brand experience and affective commitment in determining brand loyalty. - The effect of Brand experience on Brand relationship quality. - Building the service brand by creating and managing an emotional brand experience. - Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. - A Study of the Relationship among Brand Experiences, Self-Concept Congruence, Customer Satisfaction, and Brand Preference.. - The Relationships among Brand Experience, Brand Relationship Quality and Brand Loyalty – The Effortless Experience as a Moderator.. - Using the brand experience scale to profile consumers and predict consumer behavior
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