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The current state and future of brand experience

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Abstract

The authors discuss the current state and future scenarios of brand experience – a new concept that they contributed to the brand management literature. Specifically, they present three research and practical trends, and marketing challenges: (i) the proliferation of settings and media that evoke brand experiences; (ii) the role of brands in consumption experiences; and (iii) the need of brand experiences to reach positive psychological outcomes.

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Authors and Affiliations

  1. Columbia Business School, 3022 Broadway, Uris Hall Office 510, New York, 10027, NY, USA

    Bernd H Schmitt

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  1. Bernd H Schmitt
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  2. Joško Brakus
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  3. Lia Zarantonello
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Schmitt, B., Brakus, J. & Zarantonello, L. The current state and future of brand experience. J Brand Manag 21, 727–733 (2014). https://doi.org/10.1057/bm.2014.34

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  • DOI: https://doi.org/10.1057/bm.2014.34

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