6533b827fe1ef96bd1286c31
RESEARCH PRODUCT
Brand bonding development through shopping experiences in branded boutiques
Amélie BlumBertrand BelvauxBlandine Antebliansubject
Canal propreIntegrated retailBrand-bondingBrand experienceRetail boutique[SHS.ECO] Humanities and Social Sciences/Economics and FinanceAttachement à la marqueRelation consommateur-marque[SHS.ECO]Humanities and Social Sciences/Economics and FinanceConsumer-brand relationshipRetail via self-owned boutiqueExpérience marquedescription
Nowadays Brands generate additional sales via their own retail network, in particular their own boutiques where they propose a unique experience and enter directly in contact with their consumers. Brands provide consumers with an emblematic experience they can fully pilot in comparison with externalized distribution. - Experiential marketing being a strategic lever - These specific shopping experience can generate business, reinforce brand-image, brand-bonding and can also trigger the engagement of consumers who themselves actively participate to brand-building. This survey aims at measuring how the shopping experience in branded boutiques generates brand-bonding. One shall then understand the impact of retail on the relationship between brands and consumers.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2017-10-12 |