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Integration of experience in service brand image management
[Intégrer l'expérience dans la gestion de l'image de la marque de service]

Author

Listed:
  • Christèle Camelis

    (IAE La Réunion - Institut d'Administration des Entreprises - La Réunion - UR - Université de La Réunion)

  • Sylvie Llosa

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

Under the control of the firm, the real-life experience of the service represents a precious source of brand image and brand equity. This paper aims to show that, beyond the number of lived experiences, the content and the intensity with which consumers live these experiences strongly impact the strength of brand image. Founded on strong theoretical basements and results empirically validated this article proposes a set of managerial recommendations which integrate experience management into service branding strategies.

Suggested Citation

  • Christèle Camelis & Sylvie Llosa, 2011. "Integration of experience in service brand image management [Intégrer l'expérience dans la gestion de l'image de la marque de service]," Post-Print halshs-01785706, HAL.
    • Handle: RePEc:hal:journl:halshs-01785706
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-01785706
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    References listed on IDEAS

    as
    1. Sophie Rieunier & B. Dauce, 2002. "Le «Marketing sensoriel du point de vente»," Post-Print halshs-00071154, HAL.
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    3. Sophie Rieunier, 2002. "Marketing sensoriel du point de vente," Post-Print halshs-00076600, HAL.
    4. Sophie Rieunier, 2002. "Pourquoi investir dans le «Marketing sensoriel du point de vente» ?," Post-Print halshs-00076630, HAL.
    5. Philippe Aurier & Yves Evrard & Gilles N'Goala, 2004. "Comprendre et mesurer la valeur du point de vue du consommateur," Post-Print hal-02023028, HAL.
    Full references (including those not matched with items on IDEAS)

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