The role of experience in the branding strategies

In the last years, some marketing studies have focused on understanding brand experience, defined as the customer responses evoked by brand-related stimuli. The aim of this paper is to analyze in-depth the role of the brand experience in consumer-brand relationships, studying this concept and measuring the antecedents and the consequences of it. Coherently, it’s set up a conceptual model for examined the relationships among four brand constructs: brand experience, brand knowledge, word-of-month, brand preference. An empirical research has been camped out to measure: 1. brand experience as perceived by youth Italian consumers for thirteen product categories; 2. the strength of the relationships among brand experience, its antecedents and consequences, as recognized in conceptual model; 3. if and how the brand experience has effects on its consequences more positively for a selected group of brands, defined experiential brands.