Jun Yao
School of arts and design, China University of Mining and Technology, Xuzhou, Jiangsu, China
Xuan Wang
School of arts and design, China University of Mining and Technology, Xuzhou, Jiangsu, China
Zhibin Liu
School of arts and design, China University of Mining and Technology, Xuzhou, Jiangsu, China
ABSTRACT
Brand Experience is a bridge of connection between brand and consumer and is a hot issue on Brand Research currently. With the Brand Experience Identification system (BEIs) construction and research as study object, this paper presents the concept of BEIs at the perspective of consumers real Brand Experience and by the approach of human psychological experience cognitive. Subsequently, trying to allow enterprises to have a better application of this system to create or manage the User Experience of brand and be able to make the brand and consumer to establish a real connection, it expounds the content, construction methods and process of the BEIs.
PDF References Citation
Received: June 11, 2013;
Accepted: October 06, 2013;
Published: November 11, 2013
How to cite this article
Jun Yao, Xuan Wang and Zhibin Liu, 2013. Brand Management Innovation: A Construction of Brand Experience Identification System. Journal of Applied Sciences, 13: 4477-4482.
DOI: 10.3923/jas.2013.4477.4482
URL: https://scialert.net/abstract/?doi=jas.2013.4477.4482
DOI: 10.3923/jas.2013.4477.4482
URL: https://scialert.net/abstract/?doi=jas.2013.4477.4482
REFERENCES
- Chaudhuri, A. and M.B. Holbrook, 2001. The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. J. Market., 65: 81-93.
CrossRefDirect Link - Hughes, D.E. and M. Ahearne, 2010. Energizing the reseller's sales force: The power of brand identification. J. Market., 74: 81-96.
CrossRef - Ghodeswar, B.M., 2008. Building brand identity in competitive markets: A conceptual model. J. Prod. Brand Manage., 17: 4-12.
CrossRefDirect Link - Ruzzier, M.K. and L. de Chernatony, 2013. Developing and applying a place brand identity model: The case of Slovenia. J. Bus. Res., 66: 45-52.
CrossRef - Morrison, S. and F.G. Crane, 2007. Building the service brand by creating and managing an emotional brand experience. J. Brand Manage., 14: 410-421.
CrossRef