Autore: Ferraresi, Mauro
Titolo: Brand egangement and brand experience. Similarities and differences
Periodico: Micro & macro marketing
Anno: 2011 - Fascicolo: 2 - Pagina iniziale: 245 - Pagina finale: 254

The aim of the paper is an analysis and comparison of the two constructs Brand Engagement and Brand Experience. Through a brief survey of the literature the paper shows that brand engagement involves and dwells the consumers, and not only the consumer, in the world of brands. On the other hand brand experience is a construct that moves the marketing from an orientation to the market to an orientation to the client and the paper shows briefly how this experiential marketing works.Finally, the comparison shows that there is a special relation between these two terms and that the brand experience contains the brand engagement.We can simply place the brand engagement out of Aaker's Pyramid and put it in the brand experience module. Precisely the brand engagement is related with the Relate, the fifth brand experien ce module of the experiential marketing.




SICI: 1121-4228(2011)2<245:BEABES>2.0.ZU;2-E
Testo completo: http://www.mulino.it/ws/rwDirectDownload.php?doi=10.1431/35138
Testo completo alternativo: http://www.mulino.it/rivisteweb/scheda_articolo.php?id_articolo=35138

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