Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda

Sara Amoroso

International Journal of Marketing Studies, 2020, vol. 11, issue 1, 100

Abstract: This study makes an effort to unify and consolidate the concept of experience in marketing research by analyzing all the academic articles since its inception in a systematic way. The review of existing literature reveals gaps in the conceptualization, definition, relations and measurement of Consumer-Brand Experience (CBEx) from theoretical and practical perspectives. Therefore, this study significantly contributes by exploring and discussing the concept of CBEx, proposing a definition, describing its state of the art dimensions, relationships and measurement. A new and broader conceptual model is provided too. This work also highlights important challenges for future research and practice. Academics and managers are called to consider CBEx as a key determinant of consumer behavior and as an important strategic objective for brands. In particular, CBEx is the key to creating uniqueness and long-lasting brands so managers should take into account this concept in defining their marketing strategies.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:11:y:2020:i:1:p:100

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