Brand experience manual: bridging the gap between brand strategy and customer experience

Relationships among Brand Experience, Brand Personality, And Customer Experiential Value

The purpose of this study is to evaluate the relationships among brand experience, brand personality, and customer experiential value. Understanding these relationships is helpful to managers in their assessment of the level of appeal that will influence target consumers’ perception of brand personality, as well as their brand experience. An empirical survey conducted with 270 real consumers in...

Contribution of Brand Awareness and Brand Characteristics towards Customer Loyalty

Each and every business firm of the world wants to make their customer loyal towards their company product. But not only one factor is responsible for the loyalty of customers. This r esearch is focused on Peshawar region Customer loyalty towards branded milk. For the purpose two dimensions taken under consideration i,e Brand awareness and brand characteristics. Brand awareness includes adverti...

Converging the sales process and service process to enhance the customer brand experience

Customer Poaching and Brand Switching

Firms sometimes try to “poach” the current customers of their competitors by offering them special inducements to switch. We analyze duopoly poaching under both short-term and long-term contracts in two polar cases: either each consumer’s brand preferences are constant from one period to the next, or preferences are independent over time. With fixed preferences, poaching induces socially ineffi...

Development of a Customer Experience-based Brand Strategy for The Lenovo Group to Explore the UK Market

This paper presented a development of a customer experience-based brand strategy for Lenovo Group which is one of the biggest and most powerful PC producers in the world. After acquiring the IBM’s Personal Computing division, Lenovo focus on exploring the UK market. Due to differences in culture, user behaviour, market environment and so on, Lenovo have to develop a new product development bran...