Digital interactions and brand experience design: a future perspective

Abstract

This paper introduces an overview and positioning of the contemporary brand experience in the digital context. With technological advances in games, gamification and emerging technologies, such as Virtual Reality (VR) and Artificial Intelligence (AI), it is possible that brand experiences are getting more pervasive and seamless. In this paper, we review the current theories around multi-sensory brand experience and the role of new technologies in the whole consumer journey, including pre-purchase, purchase and post-purchase stages. After this analysis, we introduce a conceptual framework that promotes a continuous loop of consumer experience and engagement from different and new touch points, which could be augmented by games, gamification and emerging technologies. Based on the framework, we conclude this paper with propositions and recommendations for future research in contemporary brand management, which could help brand managers and designers to deal with technological challenges posed by the contemporary society.