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Consumer Journey from First Experience to Brand Evangelism

Author

Listed:
  • Iivi Riivits-Arkonsuo

    (Tallinn School of Economics and Business Administration, Tallinn University of Technology)

  • Kristel Kaljund

    (Tallinn School of Economics and Business Administration, Tallinn University of Technology)

  • Anu Leppiman

    (Tallinn School of Economics and Business Administration, Tallinn University of Technology)

Abstract

This paper aims to access the lived reality of consumption and brands through the subjective meanings and interpretative processes of consumers, exploring how they perceive the journey from the first experience to a strong meaningful emotional bond with a brand. We follow the logic of the experience pyramid model in analysing qualitative interviews with brand evangelists, starting with the motivational level, moving on to the physical level where the evangelist meets the brand, and further to the level of experience where, if appropriate, the emotional bond with the brand manifests itself: for the customer, the brand has become experiential with a singular meaning. The experience model proved a useful research tool for understanding the consumer-brand relationship in depth. The study complements experience marketing with insights regarding the meaning of brand-related experiences for consumers, and enables marketers to understand the development of a strong emotional bond between a brand and a consumer. In addition, the results of the study shed further light on recognizing brand evangelists.

Suggested Citation

  • Iivi Riivits-Arkonsuo & Kristel Kaljund & Anu Leppiman, 2014. "Consumer Journey from First Experience to Brand Evangelism," Research in Economics and Business: Central and Eastern Europe, Tallinn School of Economics and Business Administration, Tallinn University of Technology, vol. 6(1).
    • Handle: RePEc:ttu:rebcee:52
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    References listed on IDEAS

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    Cited by:

    1. Iivi Riivits-Arkonsuo & Anu Leppiman, 2015. "Young Consumers and their Brand Love," International Journal of Business and Social Research, LAR Center Press, vol. 5(10), pages 33-44, Octomber.
    2. Iivi Riivits-Arkonsuo & Anu Leppiman, 2015. "Young Consumers and their Brand Love," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 5(10), pages 33-44, Octomber.

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