The Rediscovery of Brand Experience Dimensions with Big Data Analysis: Building for a Sustainable Brand

JooSeok Oh, Timothy Paul Connerton and Hyun-Jung Kim
Additional contact information
JooSeok Oh: Seoul Business School, aSSIST, Seoul 03767, Korea
Timothy Paul Connerton: Business School Lausanne (BSL), CH-1022 Chavannes (VD), Switzerland
Hyun-Jung Kim: Seoul Business School, aSSIST, Seoul 03767, Korea

Sustainability, 2019, vol. 11, issue 19, 1-21

Abstract: The brand experience research of Brakus et al. has provided new momentum in marketing literature with the concept of brand experience and predicting consumer behavior in 2009. Since then, brand experience has emerged as one of the solid academic constructs for branding and marketing scholars and practitioners who pursue this competitive strategy for sustainable growth in corporate management. The authors explore the new dimensions of brand experience with big data analytics for the first time in academic research. We propose a possible sixth dimension (“External”) of brand experience which includes sensory, affective, intellectual, behavioral, and social aspects drawn from previous studies. A new methodology for combining topic modeling and conjoint analysis is tested with big data-based multi-level compositions that overcome the limits of the traditional survey-based analysis. Moreover, the study reveals the decision-making frame which combines conjoint analysis and the dimensions of brand experience for practical implications. The novelty of this data-driven research and results contribute to new approaches in academia from the perspectives of brand experience dimensions, topic modeling, and conjoint analysis methodology development. Building sustainable brands, this study contributes to the ways of reading consumer behavior, evaluating the current status of the market and deciding the stimuli to affect consumer behavior.

Keywords: brand experience; brand experience dimensions; big data analysis; topic modeling; conjoint analysis; sustainable branding (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.mdpi.com/2071-1050/11/19/5438/pdf (application/pdf)
https://www.mdpi.com/2071-1050/11/19/5438/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:19:p:5438-:d:272496

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().