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The role of pre-consumption experience in perceived value of retailer brands: Consumers' experience from emerging markets

机译：消费前经验在零售商品牌价值中的作用：新兴市场的消费者经验

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摘要

This empirical study integrates the theory of brand touchpoints and the theory of brand experience to investigate the combined effect of pre-consumption and consumption experience on consumer perceived value (CPV) and brand preference. We chose cosmetics retailing for investigation and consumers from a major emerging market: China. Findings reveal that favorable experience with the brand's marketing communication activities during the pre-consumption stage will elicit positive affective responses to enhance brand preference that contributes directly to perceived value and indirectly to brand loyalty. The study extends the conceptualization of consumption-based evaluation of perceived value of service brands to include the consideration of pre-consumption experience. Our findings contribute to a better understanding of the impact of different contact points on the development of brand equity in both pre-consumption and consumption phases from a holistic brand management perspective and provide guidelines for resource allocation on various marketing mix programs.
机译：这项实证研究将品牌接触点理论和品牌体验理论相结合，以研究消费前和消费经历对消费者感知价值（CPV）和品牌偏好的综合影响。我们选择化妆品零售进行调查，并选择来自主要新兴市场的消费者：中国。研究结果表明，在消费前阶段，在品牌营销传播活动中的良好经验将引起积极的情感反应，以增强品牌偏好，从而直接促进感知价值，并间接促进品牌忠诚度。该研究扩展了基于消费的服务品牌感知价值评估的概念，包括对消费前经验的考虑。我们的发现有助于从整体品牌管理的角度更好地了解预接触阶段和消费阶段不同接触点对品牌资产发展的影响，并为各种营销组合计划中的资源分配提供指导。

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