TUTCRIS - Tampereen teknillinen yliopisto


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



OtsikkoXXVII ISPIM Innovation Conference 2016
AlaotsikkoPorto, 19-22 June, 2016
TilaJulkaistu - 19 kesäkuuta 2016
OKM-julkaisutyyppiA4 Artikkeli konferenssijulkaisussa
TapahtumaInternational Society for Professional Innovation Management's Innovation Conference -
Kesto: 1 tammikuuta 1900 → …


ConferenceInternational Society for Professional Innovation Management's Innovation Conference
Ajanjakso1/01/00 → …


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.



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