Sense and sensibility: consumers and technological brand experience
In the brand management field, studies on brand experiences that consider cognitive and behavioural dimensions have sought to examine consumers’ relationships with brands. The current research analysed consumer brand experiences to determine whether technological brand consumption is different f...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2018-10-01
|
| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/1044/pdf_115 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | In the brand management field, studies on brand experiences that
consider cognitive and behavioural dimensions have sought to examine
consumers’ relationships with brands. The current research analysed
consumer brand experiences to determine whether technological
brand consumption is different from non-technological brand
consumption. Quantitative analysis of the data was conducted using
confirmatory factor analysis and analysis of variance. Four dimensions
of brand experiences were tested: sensorial, affective, behavioural and
intellectual. The 10 selected brands included technological and nontechnological ones. The study population was 230 university business
students attending a Brazilian university. The results indicate that
consumers perceive a difference between their experiences with
technological and non-technological brands. Distinctions are primarily
based on brands’ performance in terms of sensorial, emotional and
intellectual dimensions. The latter cover cognitive capacity, creativity
and problem-solving performance, which are stronger in experiences
with technological brands. |
|---|---|
| ISSN: | 2182-8466 |