브랜드 경험에 대한 개념적 고찰과 실무적 시사점 = A Theoretical Review on Consumers` Brand Experience and Its Practical Implications

다국어 초록 (Multilingual Abstract)

This study has been done in order to organize concepts related to brand experience. Brand experience used in previous studies has a variety of meanings: direct brand experience. consumption experience, affective experience and a combination of them. We propose that we should distinguish among those three different concepts. In addition, affect, ownership, and long term relationship may influence information processes and outcomes. In particular, a body of psychological research has investigated the effects of feeling on information processing and its results as evaluations or choices, but only a few work on this issue has been done in marketing and in consumer studies. Practitioners may perform marketing activities in order to create brand experience through affective states, consumption experience, trial experience, and a mixed form as long as a marketing goal of experiential marketing is clear enough.