Abstract
<p>Brand experience is the conceptualization of the brand’s design, identity, packaging and connection that will remind the brand’s perceptual, cognitive, emotional and behavioral reflections. In brand studies, mostly brand behavior, attitudes and feelings are analyzed. The brand experience arises not only under a general constraint or emotion situation but also in a more customized and detailed combination of feelings, perceptions, emotions and behaviors. This combination points out that brand consumers evaluate the brands and companies not only with the general sense or general behavior but also with more complex combinations. Brand’s organizational reputation arises not only from brand’s reputation of being a reliable brand, but also from emotional appeal, products and services, vision and leadership, workplace environment, which are also associated with factors such as social and environmental responsibility and financial performance. Brand experience influences the formation of this multifactorial brand reputation. The consumers in contact with the brand perceive the reputation of the brand they consume according to their experience in an environment where technology and market change constantly. This research examines the role of technological and market uncertainty which is a dimension of environmental uncertainty on the relationship between brand reputation and brand experience, which has emotional, behavioral and intellectual dimensions.</p>
Highlights
In today’s highly competitive consumption environment, suppliers have realized and adopted the construct of offering satisfying experiences to customers across several channels with lower prices and sometimes with new launches
This study empirically demonstrated the relationship between brand experience and brand reputation, enhancing the understanding of the niche of technology turbulence on this relationship
Given the fact that brand experience of smartphone users is conceptually distinguished from other brand attitude, they are more than general evaluative judgments including specific sensations, feelings, cognitions and behavioral responses through the smartphone brands
Summary
In today’s highly competitive consumption environment, suppliers have realized and adopted the construct of offering satisfying experiences to customers across several channels with lower prices and sometimes with new launches. Schmitt (1999) argued that there is a traditional approach to marketing view where consumers’ decision-making process highlights excessively on the rational and logical elements of the decision, and propose to expand emotional and irrational aspects into the decision process. He noted that “experiential marketing is usually broadly defined as any form of customer-focused marketing activity, at various touch-points, that creates a sensory-emotional connection to customers” (Schmitt, 2009, 2008; Khan et al, 2015)
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