IDEAS home Printed from https://ideas.repec.org/a/ibn/ijmsjn/v8y2016i1p161-169.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ijms/article/view/56922/30470
    Download Restriction: no

    File URL: http://www.ccsenet.org/journal/index.php/ijms/article/view/56922
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Rajagopal, 2015. "Consumer Value Management," Palgrave Macmillan Books, in: The Butterfly Effect in Competitive Markets, chapter 5, pages 119-143, Palgrave Macmillan.
    2. L. Zarantonello & B.H. Schmitt, 2010. "Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior," Post-Print hal-00799093, HAL.
    3. Sarkar Sengupta, Aditi & Balaji, M.S. & Krishnan, Balaji C., 2015. "How customers cope with service failure? A study of brand reputation and customer satisfaction," Journal of Business Research, Elsevier, vol. 68(3), pages 665-674.
    4. Grewal, Dhruv & Levy, Michael & Kumar, V., 2009. "Customer Experience Management in Retailing: An Organizing Framework," Journal of Retailing, Elsevier, vol. 85(1), pages 1-14.
    5. Mikhailitchenko, Andrey & Javalgi, Rajshekhar (Raj) G. & Mikhailitchenko, Galina & Laroche, Michel, 2009. "Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall," Journal of Business Research, Elsevier, vol. 62(10), pages 931-938, October.
    6. Agnès Nairn & Robert Heath & David Brandt, 2006. "Brand relationships: strengthened by emotion, weakened by attention," Post-Print hal-02311769, HAL.
    7. Veloutsou, Cleopatra & Moutinho, Luiz, 2009. "Brand relationships through brand reputation and brand tribalism," Journal of Business Research, Elsevier, vol. 62(3), pages 314-322, March.
    8. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    9. Khan, Imran & Rahman, Zillur, 2015. "Brand experience anatomy in retailing: An interpretive structural modeling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 60-69.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Vusumuzi Sibanda & Imelda Sekai Shoko & Ruramayi Tadu, 2021. "Relevance of Corporate Social Responsibility to Companies During Turbulent Economic Times: A Survey of Zimbabwe Stock Exchange Listed Companies," Business and Management Studies, Redfame publishing, vol. 7(2), pages 1-12, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mondal, Jalaluddin & Chakrabarti, Somnath, 2021. "Insights and anatomy of brand experience in app-based retailing (eRBX): Critical play of physical evidence and enjoyment," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    2. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2019. "Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"," Journal of Business Research, Elsevier, vol. 96(C), pages 355-365.
    3. Muhammad Waqas & Zalfa Laili Binti Hamzah & Noor Akma Mohd Salleh, 2021. "Customer experience: a systematic literature review and consumer culture theory-based conceptualisation," Management Review Quarterly, Springer, vol. 71(1), pages 135-176, February.
    4. Vianney Judith Robledo Herrera & Elena Patricia Mojica Carrillo & Sofía Elba Vázquez Herrera & Fernando Rey Castillo Villar, 2020. "Influence of Experiential Marketing on Online Engagement of the Consumer in the Fashion Industry in the City of Aguascalientes," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 10(4), pages 1-8.
    5. Damien Chaney & Renaud Lunardo & Rémi Mencarelli, 2018. "Consumption experience: past, present and future," Post-Print hal-01951670, HAL.
    6. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2018. "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis," Journal of Business Research, Elsevier, vol. 91(C), pages 123-133.
    7. Surabhi Koul & Sahil Singh Jasrotia & Hari Govind Mishra, 2022. "Value Co-creation in Sharing Economy: Indian Experience," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 13(1), pages 387-405, March.
    8. Gupta, Ashish & Mishra, Vaibhav & Tandon, Anushree, 2020. "Assessment of Shopping Mall Customers’ Experience through Criteria of Attractiveness in Tier-II and Tier-III Cities of India: An Exploratory Study," American Business Review, Pompea College of Business, University of New Haven, vol. 23(1), pages 70-93, May.
    9. Tracy Harkison & Nigel Hemmington & Kenneth F. Hyde, 2018. "Luxury accommodation – significantly different or just more expensive?," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 17(4), pages 231-243, August.
    10. Agrawal, Shiv Ratan & Mittal, Divya, 2022. "Optimizing customer engagement content strategy in retail and E-tail: Available on online product review videos," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    11. Reinartz, Werner & Wiegand, Nico & Imschloss, Monika, 2019. "The impact of digital transformation on the retailing value chain," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 350-366.
    12. Badrinarayanan, Vishag & Becerra, Enrique P., 2019. "Shoppers’ attachment with retail stores: Antecedents and impact on patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 371-378.
    13. van de Sanden, Stephanie & Willems, Kim & Brengman, Malaika, 2022. "How customers motive attributions impact intentions to use an interactive kiosk in-store," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    14. Orth, Ulrich R. & Malkewitz, Keven, 2012. "The Accuracy of Design-based Judgments: A Constructivist Approach," Journal of Retailing, Elsevier, vol. 88(3), pages 421-436.
    15. Singh, Nidhi & Sinha, Neena, 2020. "How perceived trust mediates merchant's intention to use a mobile wallet technology," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    16. Yinglu Sun & Wei Xue & Subir Bandyopadhyay & Dong Cheng, 2022. "WeChat mobile-payment-based smart retail customer experience: an integrated framework," Information Technology and Management, Springer, vol. 23(2), pages 77-94, June.
    17. Collange, Véronique, 2015. "Consumer reaction to service rebranding," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 178-186.
    18. Haans, Hans & Gijsbrechts, Els, 2011. "“One-deal-fits-all?” On Category Sales Promotion Effectiveness in Smaller versus Larger Supermarkets," Journal of Retailing, Elsevier, vol. 87(4), pages 427-443.
    19. Yuhanis binti Mohamed Noor, 2018. "F&B: Comparison Factor between Local and International Franchise towards Customer Preference," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(6), pages 1098-1109, June.
    20. Morimura, Fumikazu & Sakagawa, Yuji, 2023. "The intermediating role of big data analytics capability between responsive and proactive market orientations and firm performance in the retail industry," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:1:p:161-169. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.