Creating Stronger Brands Through Consumer Experience and Engagement
The transactional perspective of branding is being increasingly critiqued for its shortcomings, and more relational, engagement-based marketing approaches are being advocated. Here, the authors argue for adopting a consumer engagement-based strategy that is posited to contribute to a superior consumer experience. Based on this perspective, the authors develop the concept of “experientially engaging branding,” defined as one in which consumers make specific cognitive, emotional, and behavioral investments for the purpose of gaining a valued experience from interacting with the brand. The chapter addresses how metrics for experientially engaging brands differ from traditional ones, and whether they perform better than others. It provides insight into why they might perform better, and whether all brands can be experientially engaging. The chapter concludes by discussing experientially engaging brands in social media and the future.
The second author acknowledges Professor Amy Ostrom for a discussion on service, engagement, and well-being, and Dr Tom Chen for a discussion on engagement and experience.
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