Integration of experience in service brand image management

Intégrer l'expérience dans la gestion de l'image de la marque de service

Christèle Camelis () and Sylvie Llosa ()
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Christèle Camelis: IAE La Réunion - Institut d'Administration des Entreprises - La Réunion - UR - Université de La Réunion
Sylvie Llosa: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: Under the control of the firm, the real-life experience of the service represents a precious source of brand image and brand equity. This paper aims to show that, beyond the number of lived experiences, the content and the intensity with which consumers live these experiences strongly impact the strength of brand image. Founded on strong theoretical basements and results empirically validated this article proposes a set of managerial recommendations which integrate experience management into service branding strategies.

Keywords: Service brand; Service brand image; Service experience; Expérience de service; Marque de service; Image de marque (search for similar items in EconPapers)
Date: 2011
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-01785706v1
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Published in Décisions Marketing, 2011, 61

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01785706

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