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The purpose of this paper is to explore the emergence and development of experience stores and to consider their potential role in fostering consumer brand relationships and their impact on the retail landscape.

The paper begins by outlining the characteristics of experience stores before moving on to discuss the ways in which a number of electronics and mobile phone retailers have developed experience store formats.

While recognizing that experience stores are a small but potentially significant addition to the retail marketplace, the paper discusses four principal issues. The need for continuing innovation to maintain competitive advantage; the changing relationship between manufacturer and retailer brands; the challenges involved in maintaining consistency in the brand experience; and the possible extension of the concept of experience stores to other sectors of the retail marketplace.

The paper provides an accessible review of the emergence of experience stores and their role in developing relationships between brands and consumers and as such it will be of interest to academics and students who are interested in retailing and in brands.

Adopting the brand resonance approach, this research aimed to reveal the effect of emotional (perceived quality) and rational (brand trust) factors between brand experience and brand loyalty.

This article uses the brand resonance model to examine the above-mentioned relationship. The sample of the study consisted of 385 sports consumers between the ages of 18 and 65 years. An online survey was used to collect data and surveys were delivered to sports consumers via social media. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.

The results support the hypotheses and demonstrate the importance of quality and trust in building customer loyalty for companies in the sports industry. Brand experience has a positive direct effect on perceived quality, brand trust and brand loyalty. It has been revealed that there is an important intermediary role of perceived quality and brand trust that manages the relationship between customers' brand experience and brand loyalty.

The findings of this study are essential for brands that want to develop and are included in the sports industry in the online shopping environment, which increases with the development of technology to create long-term loyalty in customers.

It reveals two mediating roles in the relationship between brand experience and brand loyalty, namely perceived quality and brand trust. These research results help to understand the processes of shaping the loyalty of sports consumers towards sports brands. Unlike previous studies, it examines this relationship in the sports industry by adding new mediator variables and contributes to the development of the model.

This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services.

Structural equation modelling was used to assess the proposed theoretical model drawing on data from 220 subscribers of a well-known TV streaming brand services (Netflix).

The results revealed that brand experience and brand love have a significant direct impact on brand loyalty and willingness to pay a premium price in streaming TV services. Also, the impact brand experience has on brand loyalty and on willingness to pay a premium price is partially mediated by brand love.

In the streaming television industry, brand managers can create more meaningful experiences that create strong and emotional bonds with users, thereby increasing loyalty levels and intention to pay a premium price. Also, brand managers should consider focusing their efforts to young consumers, as they have a stronger attachment to technology than older generational groups.

This paper enriches the existing literature on brand experience in the entertainment television industry and provides evidence of the role of experience and brand love on brand loyalty and willingness to pay a premium price in services.

Este estudio prueba el efecto que tiene la experiencia de marca y el amor a la marca en la lealtad a la marca y la disposición a pagar un precio más elevado en las plataformas de servicios de streaming.

Un modelo de ecuaciones estructurales (SEM) ha sido utilizado para contrastar el modelo teórico propuesto basándose en datos de 220 suscriptores de una conocida marca de servicios de streaming (Netflix).

Los resultados revelan que la experiencia de marca y el amor a la marca tienen un impacto significativo y directo en la lealtad a la marca y la disposición a pagar un precio más elevado en el contexto de televisión por streaming. También, el impacto que tiene la experiencia de marca en la lealtad a la marca y en la disposición para pagar un precio más elevado es parcialmente mediado por el amor a la marca.

En el contexto de la industria de entretenimiento (televisión por streaming), los gerentes de marca pueden diseñar significativas experiencias que sean capaces de crear fuertes lazos emocionales con sus usuarios, incrementando sus niveles de lealtad y disposición a pagar más. Además, los gerentes de marca deben considerar enfocarse al segmento de consumidores jóvenes, pues ellos tienen más apego a la tecnología que las personas mayores.

Este estudio enriquece la literatura existente sobre experiencia de marca en el sector del entretenimiento televisivo aportando evidencia del rol de la experiencia y del amor hacia la marca en la lealtad y la disposición a pagar un precio elevado.

本研究检验了品牌体验和品牌喜爱对流媒体电视服务的品牌忠诚度和高价支付意愿的影响。

结构方程模型（SEM）被用来评估本文所提出的理论模型, 该模型的数据来自于一个知名电视流媒体品牌服务方（Netflix）的220名订阅用户。

本文的结果显示, 品牌体验和品牌喜爱对流媒体电视服务的品牌忠诚度和高价支付意愿有显著的直接影响。同时, 部分品牌体验对品牌忠诚度和高价支付意愿的影响会被品牌喜爱所调节。

在流媒体电视行业中, 品牌经理可以创造更多有意义的体验, 与用户建立强大的情感联系, 从而提高忠诚度和高价支付意愿。同时, 品牌经理应该考虑将他们的工作重点放在年轻消费者身上, 因为他们比老一辈群体对科技有更强的依恋。

本文丰富了关于娱乐电视行业品牌体验的现有文献, 并提供证据证明了体验和品牌喜爱对品牌忠诚度和高价支付意愿的作用。

Augmented reality (AR) apps offer a great opportunity for brands to provide better service to customers by creating augmented customer service. However, not every AR app is equally effective in improving customer experience. Investigation of underlying processes and brand-related outcomes of AR marketing remains scarce and it is unclear how different types of AR apps influence brand perceptions, such as brand personality. This paper aims to fill in this knowledge gap and provide practical insights on how different AR apps can improve service brand personality.

Using an experimental plan, the authors investigate how attitudes towards AR apps contribute to customer perceptions of brand personality (i.e. excitement, sincerity, competence and sophistication) according to two different variables, namely, the location of the AR app (location-specific vs non-location-specific) and its orientation (augmenting the product, brand or store experience). The authors also examine the effect of expected customer experience with the AR app (i.e. playfulness and pleasure) and customer technological innovativeness and shopping orientation as predictors of attitudes towards the AR app.

The findings show that non-location-specific and product-oriented AR apps (i.e. virtual try-on apps) receive more positive evaluations and lead consumers to perceive the brand as more exciting, sincere, competent and sophisticated. Moreover, the playfulness and pleasure experienced with the AR app determine consumers’ attitudes towards the app. Additionally, AR apps improve brand personality perceptions amongst more innovative and adventure-focussed shoppers.

The authors show that brand announcements on high-technology, customer-oriented service offerings are an effective branding tool. Thus, AR apps perceived as pleasant and playful can signal and improve brand personality.

The purpose is to understand the importance of brand experience in the Taiwan hotel branding process; also, this study is to investigate the moderating effect of brand experience on the relationship between brand positioning and non-financial brand performance in Taiwan upscale hotels, focusing on mainland Chinese tourists.

The structural equation modeling (SEM) analysis was used to conduct questionnaire analysis. This study examined data collected from Chinese tourists who stayed at Taiwan upscale hotels.

The brand experience of an upscale hotel brand can affect its brand image, product attributes, brand loyalty and customer satisfaction. By investigating the moderating effect of brand experience, the study revealed the brand image perceptions of hotel guests with a positive brand experience to significantly influence non-financial brand performance. The product attribute perceptions of hotel guests with a more positive brand experience were also found to have a more significant effect on nonfinancial brand performance.

In the highly competitive hotel industry, the application of brand experience to marketing practice has drawn much industry attention. There is a strong possibility that upscale hotel companies will eventually find value in adopting the measurement instruments and suggestions presented here to assess and guide their marketing practices.

Nation brand building is a complex task as it involves multiple stakeholders. In the context of globalisation, a strong nation brand has important implications not only for attracting foreign businesses and tourists but also for the brands originating from that country. This study examines the role of nation brand experience in enhancing a nation's global reputation.

The relationships between nation brand experience, nation brand love, nation brand loyalty and positive word of mouth (WOM) were examined by analysing 334 survey responses collected from foreign tourists in India. Structural equation analysis was carried out as part of the analysis.

The results confirmed that international visitors' sensory and affective nation brand experiences significantly enhance brand love for a nation, leading to national brand loyalty and positive WOM among them. The findings are expected to help practitioners understand consumer buying behavior related to nation brand and develop innovative strategies for improving brand values.

Understanding a developing nation brand experience and how it converts to brand loyalty through the mediation effect of nation brand love from the lens of foreign tourists is the novelty of this study.

The present study aims to propose and validate a model to measure certain variables that may contribute to increasing the bankarization rate (uptake of retail banking services) among developing-economy populations characterized by poor financial literacy and low income levels.

A quantitative empirical study is carried out in the retail banking sector of a country with low-bankarization rates. Using a self-administered questionnaire distributed online, structural equation modeling is applied to analyze the relationships between value co-creation, brand experience, brand equity and reputation.

The results show that brand equity is an antecedent of reputation that values co-creation, and brand experience positively influences brand equity and that values co-creation that positively influences brand experience.

The bankarization rate of a developing country is generally taken as an indicator of the socioeconomic wellbeing of its population. Where there is a low-bankarization rate, this renders it more difficult for financial institutions to build their reputation to attract new customers and retain existing ones. Strategies are, therefore, proposed to improve the reputation of financial institutions in such settings and, thus, contribute to increasing the bankarization rate.

The findings of this study provide an original perspective that offers a deeper understanding of the mechanisms that enable banks operating in low-bankarization markets to enhance their reputation through strategies based on customer–company interaction and branding (with the variables of brand equity, brand experience and value co-creation).

Purpose – This chapter provides a critical review of the emerging field of consumer experience and experiential marketing.Design/methodology/approach – We review definitions, perspectives, and key research areas on the topics of consumer experience, product and service experiences, off-line and online experiences, as well as consumption and brand experiences. We report empirical findings, seminal studies, and insight into the experience process (e.g., how consumers process experiential attributes, how they process experiences over time, and whether positive and negative experiences can co-occur). We present research on experiential dimensions, experiential themes, and the nature of extraordinary experiences.Value/originality – The chapter provides value by discussing the key measurement and marketing management issues of experiential marketing and discusses the original issue whether it is rational for consumers to include experiences in their decision making.

Marketing and branding literature has provided important insights into the context, environment and individual factors that shape customer brand experience. However, a holistic view on context and environmental influence on enhancing brand experience, specifically in the online social media network context, has not been considered. In addition, main focus of the previous research is on antecedent and consequence of brand experience rather strategy for enhancing brand experience. This paper aims to propose a contingency model for enhancing brand experience to provide a more holistic framework in the uncertain and complex nature of online social media network.

The proposed framework is based on previous literature that is identified and integrated to propose effectiveness of the contingent determinants on brand experience in different interactional circumstances.

The proposed framework implies that brand characteristics and interactive complexities of online social media networks cause contingency to the marketers or brands’ strategic attempt in delivering superior brand experience in online social media network context. These forces are as follows: online social media network characteristic (interactivity); brands’ co-creation characteristics (consumers’ and stakeholders’ participation); brand’s technical and operational competency (brands’ knowledge, ease of interactive platform); internal human resource characteristics (employees’ behaviour, brands culture, brands reputation); and customer interactive characteristics (customer demographic characteristics, customer motivation, customer attitude). These identified forces can be optimized to formulate strategies in the interactive medium for enhancing brand experience.

This paper proposes a contingency model as well as research propositions that need to be validated and confirmed empirically. While narrowing down the current identified gap in brand experience literature by proposing a novel perspective to the concept, this research broadens and deepens understanding of the concept of brand experiences, how it is linked to the context and contextual factors. This contingency framework elucidates the resources that marketers, practitioners can use to enhance, limit or maintain all the dimensions within brand experience.

A holistic view on context and environmental influence on enhancing brand experience, specifically in the online social media network context, has not been considered so far. Although literature demonstrates the positive outcome of brand experience, little attention has been paid to enhancing customer brand experience, specifically in the context of online social media networks with various complex forces acting and influencing the way customers experience a brand.

This chapter examines the significance of multisensory experiences in the branding of the Swedish tourist destinations. Firstly, it provides a critical review of the relevant literature in the field of nation branding. It discusses about the tourism branding strategies that are intended to attract more visitors to Stockholm and in other areas in Sweden. Secondly, this contribution suggests that the destination marketers are engaging with tourists and are providing them with multisensory experiences to drive their emotional resonance for the Swedish destinations. Thirdly, it analyses how the ‘Swedishness’ could be expressed through the destinations’ attractions and from creative marketing campaigns. In conclusion the author provides four case studies on ‘The Swedish Number Campaign’, ‘ICEHOTEL’, ‘The ABBA Museum’ and ‘IKEA Museum’ to better explain how the Swedish destinations are providing the mentioned multisensory experiences to tourists.