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...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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University of Algarve, ESGHT/CINTURS
2018-10-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/1044/pdf_115 |
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| author | Liana Holanda Nepomuceno Nobre Álvaro Fabiano Pereira de Macêdo Simone Gurgel de Brito Valdemar Siqueira Filho |
| author_facet | Liana Holanda Nepomuceno Nobre Álvaro Fabiano Pereira de Macêdo Simone Gurgel de Brito Valdemar Siqueira Filho |
| author_sort | Liana Holanda Nepomuceno Nobre |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-8836f799783a4e03b488217cfdbaa964 |
| institution | Kabale University |
| issn | 2182-8466 |
| language | English |
| publishDate | 2018-10-01 |
| publisher | University of Algarve, ESGHT/CINTURS |
| record_format | Article |
| series | Tourism & Management Studies |
| spelling | doaj-art-8836f799783a4e03b488217cfdbaa9642025-02-02T14:01:12ZengUniversity of Algarve, ESGHT/CINTURSTourism & Management Studies2182-84662018-10-01144647110.18089/tms.2018.14406Sense and sensibility: consumers and technological brand experienceLiana Holanda Nepomuceno Nobre0Álvaro Fabiano Pereira de Macêdo1Simone Gurgel de Brito2Valdemar Siqueira Filho3Universidade Federal Rural do Semi-Arido (UFERSA), BrazilUniversidade Federal Rural do Semi-Arido (UFERSA), BrazilUniversidade Estadual do Rio Grande do Norte (UERN), BrazilUniversidade Federal Rural do Semi-Arido (UFERSA), BrazilIn 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.https://tmstudies.net/index.php/ectms/article/view/1044/pdf_115brand experiencetechnological brandsconsumer behaviour |
| spellingShingle | Liana Holanda Nepomuceno Nobre Álvaro Fabiano Pereira de Macêdo Simone Gurgel de Brito Valdemar Siqueira Filho Sense and sensibility: consumers and technological brand experience Tourism & Management Studies brand experience technological brands consumer behaviour |
| title | Sense and sensibility: consumers and technological brand experience |
| title_full | Sense and sensibility: consumers and technological brand experience |
| title_fullStr | Sense and sensibility: consumers and technological brand experience |
| title_full_unstemmed | Sense and sensibility: consumers and technological brand experience |
| title_short | Sense and sensibility: consumers and technological brand experience |
| title_sort | sense and sensibility consumers and technological brand experience |
| topic | brand experience technological brands consumer behaviour |
| url | https://tmstudies.net/index.php/ectms/article/view/1044/pdf_115 |
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