Search results for "Expérience de marque"

Brand stores' functions : an approach through brand experience

2022

In-store brand experience leverages brand equity and customer equity which are clear value sources for brands (literature review and exploratory studies). The experience quality is linked to its capacity to meet these goals. Compared to generalist distributors and multi-brand experiences, brand stores are dedicated and focused. They are key places since service and experience items are crafted by the brand itself. The brand is therefore able to grant a genuine, i.e., authentic brand experience (brand content recognition and brand authentication through in-store experience). It is less the case in its distributors’ stores, where brand experience competes with its competitors’ and its distrib…

L’expérience de marque comme interprétation narrative : une introduction à la narratologie transmédia

2022