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Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda

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  • Sara Amoroso

Abstract

This study makes an effort to unify and consolidate the concept of experience in marketing research by analyzing all the academic articles since its inception in a systematic way. The review of existing literature reveals gaps in the conceptualization, definition, relations and measurement of Consumer-Brand Experience (CBEx) from theoretical and practical perspectives. Therefore, this study significantly contributes by exploring and discussing the concept of CBEx, proposing a definition, describing its state of the art dimensions, relationships and measurement. A new and broader conceptual model is provided too. This work also highlights important challenges for future research and practice. Academics and managers are called to consider CBEx as a key determinant of consumer behavior and as an important strategic objective for brands. In particular, CBEx is the key to creating uniqueness and long-lasting brands so managers should take into account this concept in defining their marketing strategies.

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  • Sara Amoroso, 2020. "Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(1), pages 100-100, March.
    • Handle: RePEc:ibn:ijmsjn:v:11:y:2020:i:1:p:100
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    References listed on IDEAS

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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