Do Millennials share similar perceptions of brand experience? A clusterization based on brand experience and other brand-related constructs: the case of Netflix

Sara Amoroso,Imran Khan,Simonetta Pattuglia

doi:10.1057/s41270-021-00103-0

Abstract

This study aims to explore, in the case of the Over-The-Top (OTT) sector, Millennials’ perceptions of brand experience in relation to the well-established brand Netflix. In particular, the work addresses a clusterization of Millennials on the basis of their experience with the brand. The study first explores the theoretical background, highlighting current perspectives on Over-The-Top industry and on brand experience as a strategic process for creating holistic customer value, achieving differentiation and sustainable competitive advantage. Second, it offers a quantitative study (using a survey) and highlights the principal results related to the brand. Moreover, this work will attempt to use cluster analysis methodology exploiting brand experience validated scale and other related brand and behavioural constructs to cluster consumers. Both academics and marketing managers should focus on approaches able to deliver strong and memorable brand experiences. A positive and durable brand experience is related to other important consequences for consumer action and behaviour, such as the willingness to place brand trust, consumer loyalty towards the brand, an enduring consumer-brand relationship, repurchase intentions, and lastly, the long-term life of the brand

Highlights

Brand experience has emerged as an important marketing concept aimed at creating unique, pleasurable and memorable experiences
Scholars and marketers define it as a strategic process for creating holistic customer value, achieving differentiation and sustainable competitive advantage
Gronroos (2006) states that “customer value is not created by one element alone, but by the total experience of all elements.”

Summary

Introduction

Brand experience has emerged as an important marketing concept aimed at creating unique, pleasurable and memorable experiences It is a relatively established concept in both theory and practice, which has gained greater attention in recent decades, in the last three decades. With the same level of importance given to goods and services functional benefits, a shift towards memorable, satisfying and total experiences is required (Carbone and Haeckel 1994) On this point, Gronroos (2006) states that “customer value is not created by one element alone, but by the total experience of all elements.”. Gronroos (2006) states that “customer value is not created by one element alone, but by the total experience of all elements.” On this basis, organizations are reformulating their strategies in order to develop an offering that is capable of delivering “personalized, co-created experiences” (Prahalad and Ramaswamy 2004). It needs the development of new capabilities and skills in creating and managing thrilling consumer experiences that provide satisfying experiential memories in the consumer mind

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