experiential marketing (e.g., Holbrook and Hirschman, 1982) which emphasizes emotions, contexts and symbolic aspects of experiences. Later work suggests that creating value is not so much about conventional advertising and branding, but focuses on building processes to support the customer experience (e.g., Pine and Gilmore, 1999). Brand relationships, customer communities and customer experience Brand relationship concept is an important research topic because of the potential advantages such…
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