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Managing Brand Experience: The Market Contact Audit™

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  • CHATTOPADHYAY, AMITAVA
  • LABORIE, JEAN-LOUIS

Abstract

Although 90 percent of marketing communication investments are accounted for by investments in brand contacts, i.e., the points at which the consumer and the brand come in contact with each other, until now, there has not been a tool that allows managers to identify, a priori and from a consumer perspective, the most effective set of contacts in which to invest. We describe a tool that we have developed that empowers the brand owners/marketers to (1) identify and select the critical contacts that are relevant for a particular brand, (2) integrate across these key contact points, and (3) deliver brand experience through a relevant and pertinent set of consumer brand encounters at a minimum cost, but with maximal impact. We then discuss how the metrics derived from this tool can be used to inform a variety of important decisions in the context of managing brand contacts. We close with a discussion of some of the regularities that we have uncovered from the over 150 brands that we have audited across numerous markets and categories.

Suggested Citation

  • Chattopadhyay, Amitava & Laborie, Jean-Louis, 2005. "Managing Brand Experience: The Market Contact Audit™," Journal of Advertising Research, Cambridge University Press, vol. 45(1), pages 9-16, March.
    • Handle: RePEc:cup:jadres:v:45:y:2005:i:01:p:9-16_05
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    1. Mussol, Sarah & Aurier, Philippe & de Lanauze, Gilles Séré, 2019. "Developing in-store brand strategies and relational expression through sales promotions," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 241-250.
    2. Tsuen-Ho Hsu & Ling-Zhong Lin, 2021. "A Multidimensional Fuzzy Quality Function Deployment Design for Brand Experience Assessment of Convenience Stores," Mathematics, MDPI, vol. 9(20), pages 1-24, October.
    3. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2018. "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis," Journal of Business Research, Elsevier, vol. 91(C), pages 123-133.
    4. Xi Chen & Chunlan Jiao & Ran Ji & Yu Li, 2021. "Examining Customer Motivation and Its Impact on Customer Engagement Behavior in Social Media: The Mediating Effect of Brand Experience," SAGE Open, , vol. 11(4), pages 21582440211, October.
    5. JooSeok Oh & Timothy Paul Connerton & Hyun-Jung Kim, 2019. "The Rediscovery of Brand Experience Dimensions with Big Data Analysis: Building for a Sustainable Brand," Sustainability, MDPI, vol. 11(19), pages 1-21, September.
    6. Dhananjay Bapat & Jayanthi Thanigan, 2016. "Exploring Relationship among Brand Experience Dimensions, Brand Evaluation and Brand Loyalty," Global Business Review, International Management Institute, vol. 17(6), pages 1357-1372, December.
    7. Winer, Russell S., 2009. "New Communications Approaches in Marketing: Issues and Research Directions," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 108-117.
    8. Dong Hoo Kim & Doori Song, 2019. "Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 255-267, May.
    9. Imran Khan & Mobin Fatma, 2022. "Using Netnography to Understand Customer Experience towards Hotel Brands," Sustainability, MDPI, vol. 15(1), pages 1-11, December.
    10. Faseeh Amin Beig & Fayaz Ahmad Nika, 2022. "Impact of Brand Experience on Brand Equity of Online Shopping Portals: A Study of Select E-Commerce Sites in the State of Jammu and Kashmir," Global Business Review, International Management Institute, vol. 23(1), pages 156-175, February.
    11. Khan, Imran & Rahman, Zillur, 2015. "Brand experience anatomy in retailing: An interpretive structural modeling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 60-69.
    12. Lin, Yi Hsin, 2015. "Innovative brand experience's influence on brand equity and brand satisfaction," Journal of Business Research, Elsevier, vol. 68(11), pages 2254-2259.
    13. Faseeh Amin Beig & Mohammad Furqan Khan, 2018. "Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook," Vision, , vol. 22(3), pages 264-275, September.
    14. Imran Khan & Zillur Rahman, 2017. "Brand Experience and Emotional Attachment in Services: The Moderating Role of Gender," Service Science, INFORMS, vol. 9(1), pages 50-61, March.
    15. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2019. "Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"," Journal of Business Research, Elsevier, vol. 96(C), pages 355-365.
    16. Md. Uzir Hossain Uzir & Abu Bakar Abdul Hamid & Ishraq Jerin & Ahmad Shaharudin Abdul Latiff & Ramayah Thurasamy, 2021. "Customer satisfaction and brand loyalty to electronic home appliances in Bangladesh: the contingent role of brand trust," SN Business & Economics, Springer, vol. 1(6), pages 1-35, June.
    17. Marta Frasquet-Deltoro & Alejandro Molla-Descals & Maria-Jose Miquel-Romero, 2021. "Omnichannel retailer brand experience: conceptualisation and proposal of a comprehensive scale," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 388-401, July.
    18. Zia-Ur-Rehman & Muhammad Razzaq Athar & M. Mohsin Shahid & Malik Muhammad Faisal & Mareum Shehzadi, 2022. "Exploring The Serial Mediation Of Mobile App Engagement And Self Brand Connection In The Relationship Between Brand Experience And Loyalty Towards Brand," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 11(2), pages 20-30, June.
    19. Mondal, Jalaluddin & Chakrabarti, Somnath, 2021. "Insights and anatomy of brand experience in app-based retailing (eRBX): Critical play of physical evidence and enjoyment," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).

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