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Exploring how brand experience measurement could be used for integrating marketing and R&D

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Exploring how brand experience measurement could be used for integrating marketing and R&D. / Saari, Ulla A.; Mäkinen, Saku J.

XXVII ISPIM Innovation Conference 2016: Porto, 19-22 June, 2016. 2016.

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Harvard

Saari, UA & Mäkinen, SJ 2016, Exploring how brand experience measurement could be used for integrating marketing and R&D. in XXVII ISPIM Innovation Conference 2016: Porto, 19-22 June, 2016. International Society for Professional Innovation Management's Innovation Conference, 1/01/00.

APA

Vancouver

Saari UA, Mäkinen SJ. Exploring how brand experience measurement could be used for integrating marketing and R&D. In XXVII ISPIM Innovation Conference 2016: Porto, 19-22 June, 2016. 2016

Author

Bibtex - Download

@inproceedings{fb7ee046275849a3a90413a920e038d8,
title = "Exploring how brand experience measurement could be used for integrating marketing and R&D",
abstract = "Based on a brand experience survey done on global mobile phone brands, we have analysed how brand experiences impact brand loyalty and are associated to prior product selections. We have created two conceptual models after doing exploratory factor analysis (EFA) on data collected from Finland (N=468). Our findings indicate that brand experiences of mobile phone brands consist of intellectual, sensory, behavioural, and eco-friendliness related aspects, and that the affective dimension that has earlier been linked to brand experiences is in fact associated more with brand loyalty. Also the perception of eco-friendliness in the brand experience can have an impact on brand loyalty and it is reflected in the product selection. Thus we suggest that integrated marketing and innovation management concentrate on improving the emotions consumers have towards a brand and measure this dimension to track how the brand has succeeded to deliver intellectual, sensory, behavioural and eco-friendliness related brand experiences.",
keywords = "brand experience, brand experience measurement, stakeholders, product development",
author = "Saari, {Ulla A.} and M{\"a}kinen, {Saku J.}",
year = "2016",
month = "6",
day = "19",
language = "English",
isbn = "978-952-265-929-3",
booktitle = "XXVII ISPIM Innovation Conference 2016",

}

RIS (suitable for import to EndNote) - Download

TY - GEN

T1 - Exploring how brand experience measurement could be used for integrating marketing and R&D

AU - Saari, Ulla A.

AU - Mäkinen, Saku J.

PY - 2016/6/19

Y1 - 2016/6/19

N2 - Based on a brand experience survey done on global mobile phone brands, we have analysed how brand experiences impact brand loyalty and are associated to prior product selections. We have created two conceptual models after doing exploratory factor analysis (EFA) on data collected from Finland (N=468). Our findings indicate that brand experiences of mobile phone brands consist of intellectual, sensory, behavioural, and eco-friendliness related aspects, and that the affective dimension that has earlier been linked to brand experiences is in fact associated more with brand loyalty. Also the perception of eco-friendliness in the brand experience can have an impact on brand loyalty and it is reflected in the product selection. Thus we suggest that integrated marketing and innovation management concentrate on improving the emotions consumers have towards a brand and measure this dimension to track how the brand has succeeded to deliver intellectual, sensory, behavioural and eco-friendliness related brand experiences.

AB - Based on a brand experience survey done on global mobile phone brands, we have analysed how brand experiences impact brand loyalty and are associated to prior product selections. We have created two conceptual models after doing exploratory factor analysis (EFA) on data collected from Finland (N=468). Our findings indicate that brand experiences of mobile phone brands consist of intellectual, sensory, behavioural, and eco-friendliness related aspects, and that the affective dimension that has earlier been linked to brand experiences is in fact associated more with brand loyalty. Also the perception of eco-friendliness in the brand experience can have an impact on brand loyalty and it is reflected in the product selection. Thus we suggest that integrated marketing and innovation management concentrate on improving the emotions consumers have towards a brand and measure this dimension to track how the brand has succeeded to deliver intellectual, sensory, behavioural and eco-friendliness related brand experiences.

KW - brand experience

KW - brand experience measurement

KW - stakeholders

KW - product development

M3 - Conference contribution

SN - 978-952-265-929-3

BT - XXVII ISPIM Innovation Conference 2016

ER -