A review and future directions of brand experience research

Abstract

Brand experience has been gaining increased importance in marketing literature, as marketers consider it a vital strategy in building long term consumer-brand relationship. This study attempts to do a comprehensive assessment and synthesis of academic literature on brand experience. To do this, authors take up a systematic review, identifies and analyses 73 relevant articles from 38 journals. The analysis provides significant information about–empirical versus conceptual studies, industry focus, country of research, research design, data analysis techniques and nature of sampling method and respondents. This study presents methodological trend in brand experience studies with reference to Meredith,Raturi, Amoako-Gyampah, and Kaplan (1989) framework, and it has been found that majority of the studies are based on people's perception of object reality (logical positivist/empiricist paradigm based researches). A conceptual framework about brand experience antecedents and consequences is also presented. At last, we provide discussion and suggestions for future research, followed by limitations of the study.