Brand Experience: A New Approach to Attract and Satisfy Consumers in the Connected Age
Brand Experience: A New Approach to Attract and Satisfy Consumers in the Connected Age
This article explores the role of brand experience in marketing strategy vision in the Connected Age. The brand experience is considered as the most relevant approach in strategic marketing nowadays because of recent changes of markets and consumers. Therefore, the article focuses on describing market characteristics and consumers’ behaviours, and how these lead to the brand experience. Then, it shall define the brand experience as a new concept with specific attributes and components. Finally,