Conceptual Model of Consumer Experiences and Brand Experiences

Adma Sari, Popy Rufaidah

Abstract

One of the determinants of a product purchase decision is the reputation of a product brand chosen by consumers. However, brand reputation alone is not enough to provide a better experience for consumers in consuming the product. Consumers need a particular experience with brand to provide a different sensation of consuming the product. Consumer experiences in products and services are relied on reputation of the brand. This phenomenon gets increased more attention from various target market. Consumer experiences play the role as the basis for the consumer to assess the overall quality of the products and services. On the other hand, manufacturers are constantly doing research on the consumer brand experience. This study were using literature review as a method to examines whether the determinants of consumer experience and brand experience have the same indicators., This study examines psychology consumer that underlying consumer motives experiences. The contribution of this study is to understand the determinant of consumer and brand experiences. Thus dimension of brand experience will be best used by marketers to enhance in building proper approach to target market served by the companies.

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Paper Citation


in Harvard Style

Sari A. and Rufaidah P. (2017). Conceptual Model of Consumer Experiences and Brand Experiences.In 1st International Conference on Islamic Economics, Business, and Philanthropy - Volume 1: ICIEBP, ISBN 978-989-758-315-5, pages 858-863. DOI: 10.5220/0007091308580863


in Bibtex Style

@conference{iciebp17,
author={Adma Sari and Popy Rufaidah},
title={Conceptual Model of Consumer Experiences and Brand Experiences},
booktitle={1st International Conference on Islamic Economics, Business, and Philanthropy - Volume 1: ICIEBP,},
year={2017},
pages={858-863},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007091308580863},
isbn={978-989-758-315-5},
}


in EndNote Style

TY - CONF

JO - 1st International Conference on Islamic Economics, Business, and Philanthropy - Volume 1: ICIEBP,
TI - Conceptual Model of Consumer Experiences and Brand Experiences
SN - 978-989-758-315-5
AU - Sari A.
AU - Rufaidah P.
PY - 2017
SP - 858
EP - 863
DO - 10.5220/0007091308580863