The Process of Brand Experience: An Interdisciplinary Perspective: An Abstract

Exploring the Brand Experience of Recoletos Education: An Interpretative Phenomenological Analysis

“…Al Mandil and Yen (2017) said it was inadequate. Other theorists made some proposals for enrichment: Nysveen and Pedersen (2013) added the relational dimension; Chevtchouk et al (2017) included the social/relational, formative, and ABC (affective, behavioral and cognitive) components; and Andreini et al (2017) advanced the cultural and relational dimensions.…”

“…As an object of study pioneered by Ortmeyer andHuber (1991 cited in Khan &Rahman, 2015), brand experience was conceptualized as "subjective, internal consumer responses (sensations, feelings, and cognitions) and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments" (Brakus, Schmitt, & Zarantonello, 2009). Today, it continues to gain increased attention due to its relevance and impact in the field of brand management and of marketing (Chevtchouk, Veloutsou, & Paton, 2017;Khan & Rahman, 2015;Xixiang, Gilal, & Gilal, 2016).…”

“…Among the studies that have attempted to expand the conceptualization of this construct were those of Al Mandil and Yen (2017); Andreini, Solerio, Pedeliento, and Zarantonello (2017); Chevtchouk et al (2017), and Nysveen and Pedersen (2013).…”