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Understanding the Impact of the Brand Experience on Brand Reputation by the Moderating Role of Technology Turbulence

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  • Yagmur Ozyer

Abstract

Brand experience is the conceptualization of the brand¡¯s design, identity, packaging and connection that will remind the brand¡¯s perceptual, cognitive, emotional and behavioral reflections. In brand studies, mostly brand behavior, attitudes and feelings are analyzed. The brand experience arises not only under a general constraint or emotion situation but also in a more customized and detailed combination of feelings, perceptions, emotions and behaviors. This combination points out that brand consumers evaluate the brands and companies not only with the general sense or general behavior but also with more complex combinations. Brand¡¯s organizational reputation arises not only from brand¡¯s reputation of being a reliable brand, but also from emotional appeal, products and services, vision and leadership, workplace environment, which are also associated with factors such as social and environmental responsibility and financial performance. Brand experience influences the formation of this multifactorial brand reputation. The consumers in contact with the brand perceive the reputation of the brand they consume according to their experience in an environment where technology and market change constantly. This research examines the role of technological and market uncertainty which is a dimension of environmental uncertainty on the relationship between brand reputation and brand experience, which has emotional, behavioral and intellectual dimensions.

Suggested Citation

  • Yagmur Ozyer, 2016. "Understanding the Impact of the Brand Experience on Brand Reputation by the Moderating Role of Technology Turbulence," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(1), pages 161-169, February.
  • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:1:p:161-169
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    References listed on IDEAS

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    More about this item

    Keywords

    brand experience; brand reputation; technology turbulence;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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