IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-01785706.html
   My bibliography  Save this paper

Integration of experience in service brand image management
[Intégrer l'expérience dans la gestion de l'image de la marque de service]

Author

Listed:
  • Christèle Camelis

    (IAE La Réunion - Institut d'Administration des Entreprises - La Réunion - UR - Université de La Réunion)

  • Sylvie Llosa

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

Under the control of the firm, the real-life experience of the service represents a precious source of brand image and brand equity. This paper aims to show that, beyond the number of lived experiences, the content and the intensity with which consumers live these experiences strongly impact the strength of brand image. Founded on strong theoretical basements and results empirically validated this article proposes a set of managerial recommendations which integrate experience management into service branding strategies.

Suggested Citation

  • Christèle Camelis & Sylvie Llosa, 2011. "Integration of experience in service brand image management [Intégrer l'expérience dans la gestion de l'image de la marque de service]," Post-Print halshs-01785706, HAL.
    • Handle: RePEc:hal:journl:halshs-01785706
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-01785706
    as

    Download full text from publisher

    File URL: https://shs.hal.science/halshs-01785706/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sophie Rieunier & B. Dauce, 2002. "Le «Marketing sensoriel du point de vente»," Post-Print halshs-00071154, HAL.
    2. Sophie Rieunier, 2002. "Pourquoi investir dans le «Marketing sensoriel du point de vente» ?," Post-Print halshs-00076630, HAL.
    3. Philippe Aurier & Yves Evrard & Gilles N'Goala, 2004. "Comprendre et mesurer la valeur du point de vue du consommateur," Post-Print hal-02023028, HAL.
    4. M. Fornerino & A. Helme-Guizon & C. Gaudemaris, 2005. "L'immersion dans une expérience de consommation : vers une échelle de mesure," Post-Print halshs-00103377, HAL.
    5. Sophie Rieunier, 2002. "Marketing sensoriel du point de vente," Post-Print halshs-00076600, HAL.
    Full references (including those not matched with items on IDEAS)

    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. Christèle Camelis & Sylvie Llosa, 2011. "Intégrer l'expérience dans la gestion de l'image de la marque de service," Post-Print hal-01822865, HAL.
    2. Valérie-Inès de La Ville, 2009. "The child in the High Street store: elements to put things into perspective… [L’enfant dans l’espace commercial : éléments pour une mise en perspective]," Post-Print hal-01844025, HAL.
    3. Jamel Khenfer & Caroline Cuny, 2021. "Comment communiquer l'action par la sonorité des noms de marques ?," Post-Print hal-03189334, HAL.
    4. Pagani, Margherita & Racat, Margot & Hofacker, Charles F., 2019. "Adding Voice to the Omnichannel and How that Affects Brand Trust," Journal of Interactive Marketing, Elsevier, vol. 48(C), pages 89-105.
    5. Christèle Camelis & Florence Dano & Kiane Goudarzi & Viviane Hamon & Sylvie Llosa, 2013. "The roles of co-clients and their influence on overall satisfaction during the service experience," Post-Print hal-01822880, HAL.
    6. Jamel Khenfer & Caroline Cuny, 2021. "How to project action through the sound of brand names?," Post-Print hal-03189336, HAL.
    7. Andréa Gourmelen & Jeanne Lallement, 2016. "Proposition d’une typologie d’acheteurs alimentaires selon leur rapport au temps et à la technologie," Post-Print hal-01488473, HAL.
    8. Jamel Khenfer & Caroline Cuny, 2021. "Comment communiquer l'action par la sonorité des noms de marques ?," Grenoble Ecole de Management (Post-Print) hal-03189334, HAL.
    9. Yves Cinotti, 2015. "From hospitality to experience : comparison between tourist experience in guest houses and hotels [De l’hospitalité à l’expérience : vécus comparés des touristes dans les maisons d’hôtes et les hôt," Post-Print hal-01286523, HAL.
    10. Jamel Khenfer & Caroline Cuny, 2021. "How to project action through the sound of brand names?," Grenoble Ecole de Management (Post-Print) hal-03189336, HAL.
    11. Jean-François Lemoine, 2003. "Vers une approche globale de l'atmosphère du point de vente," Post-Print hal-04029854, HAL.
    12. Park, JungKun & Ahn, Jiseon & Thavisay, Toulany & Ren, Tianbao, 2019. "Examining the role of anxiety and social influence in multi-benefits of mobile payment service," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 140-149.
    13. Ahmed Moustapha Mfokeu & Elie Virgile Chrysostome & Jean-Pierre Gueyie & Olivier Ebenezer Mun Ngapna, 2023. "Consumer Motivation behind the Use of Ecological Charcoal in Cameroon," Sustainability, MDPI, vol. 15(3), pages 1-22, January.
    14. Rodriguez, Virginie & Sangle-Ferriere, Marion, 2023. "Do supermarkets’ emails have any value for their customers? The effect of emails’ content and interestingness on customers’ attitude and engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    15. Arnaud Riviere & Rémi Mencarelli & Bertrand Belvaux & Jessie Pallud, 2016. "Channel proliferation and perceived value of the digital offer in the newspaper industry: a complementary effect? [Multiplication des canaux et valeur perçue de l’offre digitale dans la presse écri," Post-Print hal-01591784, HAL.
    16. Gilles Séré de Lanauze & Béatrice Siadou-Martin, 2015. "La marque 2.0: l'humilité comme condition nécessaire de la relation marque consommateur?," Post-Print hal-01697924, HAL.
    17. Pierre Volle & Ahmed Anis Charfi, 2011. "Valeur perçue et comportements en ligne en état d'immersion : le rôle modérateur de l'implication et de l'expertise," Post-Print halshs-00638649, HAL.
    18. Marine Le Gall-Ely, 2009. "Définition, mesure et déterminants du consentement à payer du consommateur : synthèse critique et voies de recherche," Post-Print hal-00522826, HAL.
    19. Monica Scarano & Oliviane Brodin, 2020. "Understanding the modification of a customer network based on the circulation of products and brands between members of a personal network [Comprendre la modification d'un réseau de consommateurs à," Post-Print hal-03349533, HAL.
    20. Fidan Kurtaliqi & Caroline Lancelot Miltgen & Gaelle Pantin-Sohier, 2019. "The perceived value of mobile apps that assist in-store purchasing: A hybrid cost-benefit approach [Valeur perçue des applications mobiles d’aide à l’achat en magasin : une approche hybride par les," Post-Print hal-03556282, HAL.

    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:hal:journl:halshs-01785706. 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: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    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.