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首页> 外文期刊>Journal of Business Research >A renaissance of brand experience: Advancing the concept through a multi- perspective analysis
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A renaissance of brand experience: Advancing the concept through a multi- perspective analysis

机译：品牌体验的复兴：通过多角度分析来推进概念

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Brand experience is one of the most promising concepts to emerge in consumer research over the last decade. However, unlike other brand-related concepts, it has often been considered implicitly, not explicitly, in consumption dynamics. This paper aims to advance knowledge of the concept through an extensive literature review, covering studies that mention the phenomenon of brand experience both explicitly and implicitly (i.e., using relationship theory, service-dominant logic and consumer culture theory). We propose a multi-level framework encompassing the psychological, relational, social and cultural dynamic forces that may enhance the understanding of brand experience. In addressing the micro-, macro- and meso-levels of the proposed framework, we set out a research agenda designed to support a renaissance of brand experience in literature.
机译：品牌体验是过去十年中出现在消费者研究中的最有希望的概念之一。但是，与其他与品牌相关的概念不同，它经常在消费动态中被隐式而非显式地考虑。本文旨在通过广泛的文献综述来提高对该概念的知识，涵盖涵盖显式和隐式提及品牌体验现象的研究（即使用关系理论，服务主导逻辑和消费者文化理论）。我们提出了一个涵盖心理，关系，社会和文化动态力量的多层次框架，可以增强对品牌体验的理解。为了解决所提议框架的微观，宏观和内观层面，我们制定了旨在支持文学品牌经验复兴的研究议程。

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