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Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/4271

Title: Applying marketing’s new dominant logic for interpreting customer experiences with brands
Authors: Ismail, AR
Melewar, TC
Lim, L
Woodside, AG
Keywords: Customer experience
Brand Loyalty
Emotions
Experiential services
Publication Date: 2010
Abstract: The concept of customer experience is evolving to an imperative area of study within the marketing discipline. Despite its importance and the positive attention this concept is receiving in the literature, the explanation of customer experiences remains vague and a thorough theoretical foundation is lacking. This paper addresses the gap in the literature and to facilitate a brand-management understanding of the concept of customer experience and its antecedents and consequences. The paper examines the impact of customer experience on brand loyalty via a comprehensive review of existing literature on the concept of customer experience and service brand literatures. Additionally, twelve propositions describe and explain the antecedents of customer experience and impacts upon brand loyalty within a service-centered marketing logic. This paper contributes a novel customer-brand experience perspective and conceptual tools relevant for further theory development and for effectively managing customer-brand relationships.
URI: http://bura.brunel.ac.uk/handle/2438/4271
Appears in Collections:Brunel Business School Research Papers
Marketing

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