Consumer Decision-Making Process and Brand Experience

Baohong Sun ()
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Baohong Sun: Cheung Kong Graduate School of Business

Chapter 3 in Brand Intelligence, 2026, pp 65-89 from Springer

Abstract: Abstract In the digital age, competition extends beyond the traditional battles for market share and wallet share in the physical world. It now includes a critical fight for consumer attention and word-of-mouth influence (WoM) in the virtual realm. This chapter examines the five-stage consumer decision-making process and highlights the strategic value of building a brand ecosystem to engage consumers directly throughout their decision journey. It introduces key concepts such as the user journey (UJ), user experience (UX), and user lifetime value (ULTV), all of which are essential for long-term brand growth and provide the underlying logic for digital transformation and intelligent marketing. Core Concepts: Five stages of consumer decision journey; Fragmented journey; Walled garden; Brand advantage; User journey (UJ); User experience (UX); User lifetime value (ULTV); Private domain; Phygital touchpoints; Journey mapping; First-hand/second-hand/general information; Hyper-personalization; Hourglass funnel.

Date: 2026
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DOI: 10.1007/978-3-032-17490-1_3

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