Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral
responses evoked by brand-related stimuli that are part of a brand's design and identity, …

In Customer Experience Management, renowned consultant and marketing thinker Bernd
Schmitt … In this book, Schmitt demonstrates how to put his CEM framework to work in any …

Marketing academics and practitioners have acknowledged that consumers look for brands
that provide them with unique and memorable experiences. As a result, the concept of brand …

Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral
responses evoked by brand-related stimuli that are part of a brand's design and identity, …

… We also wish to acknowledge the feedback received from Professor Schmitt's students who
took his course on Corporate Identity at Columbia Business School and at the Hong Kong …

Purpose – The purpose of this paper is to develop a comprehensive model that combines
brand knowledge and brand relationship perspectives on brands and shows how knowledge …

With three experiments, the authors examine the notion that foreign branding—the strategy
of pronouncing or spelling a brand name in a foreign language—triggers cultural stereotypes …

Time is a resource. As such, consumers have to make decisions regarding their use of time
in the purchase and consumption of goods and services. Using prospect theory and mental …

Can event marketing contribute to brand equity? A field study with consumers participating
in different types of events (trade shows, street events, pop-up shops and sponsored events)…

Languages of the Asia-Pacific region, such as Chinese, are based on ideographic writing
systems which are radically different from the alphabetic systems used in Western languages, …