Brand Experience

Brand experience can be defined as the sum of feelings, emotions, and ideas connected with the passive or active exposure to products or services or any other representation of a company’s performance. It may involve positive, negative, or just neutral reactions of stakeholders, and it is often represented in the way people perceive, select, purchase, and use brands. Studies on brands are conducted to measure customers’ experience of the products or services offered. Such investigations provide information on the various stages and elements of brand experience, and they can be used to predict future reactions and preferences when novel products are introduced on the market. Taking into account the vast scope of activities related to brand experience, there are many dimensions that have to be ...