Title: Brand experience: development of the conceptual framework and critical research propositions

Authors: Mukesh Govind Kharat; Rekha D. Chikhalkar; Manoj Kumar Jha; Manoj Govind Kharat

Addresses: National Institute of Industrial Engineering (NITIE), Powai, Mumbai, 400087, Maharashtra, India ' National Institute of Industrial Engineering (NITIE), Powai, Mumbai, 400087, Maharashtra, India ' National Institute of Industrial Engineering (NITIE), Powai, Mumbai, 400087, Maharashtra, India ' National Institute of Industrial Engineering (NITIE), Powai, Mumbai, 400087, Maharashtra, India

Abstract: The current study deals with an emerging area in the field of marketing and branding concepts: brand experience. It focuses on the identification of pertinent variables that influence brand experience (antecedents) and the long-term consequences (outcomes) of it. Today the market is highly competitive with technology advancing every day in every sector and the consumer is looking for memorable experiences. Also to survive in the market and to achieve competitive edge the brand managers are focusing on the critical issue of providing unique brand experience. The current research study presents a conceptual framework and proposes research propositions that would assist practitioners and academicians to understand the determinants of the brand experience. The framework developed in this research is a result of an exhaustive review of literature in the area of marketing and branding and selectively developed for the tangible product category. The study helps to clarify the understanding of brand experience formation and its possible outcomes. The novelty of this study lies in the framework itself showing unique antecedents of brand experience on the basis of theoretical support. Finally, the study discusses the managerial implications of brand experience in order to develop well-informed marketing strategies.

Keywords: concepts; brand experience; antecedents; long-term consequences; unique/memorable experience; theoretical framework; research prepositions.

DOI: 10.1504/IJMCP.2018.093495

International Journal of Management Concepts and Philosophy, 2018 Vol.11 No.3, pp.340 - 363

Received: 15 Jul 2017
Accepted: 25 Mar 2018
Published online: 26 Jul 2018 *

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