2026-03-05T10:50:06Z https://chuo-u.repo.nii.ac.jp/oai

oai:chuo-u.repo.nii.ac.jp:00008074 2023-05-15T17:55:03Z 432:435

ブランド経験研究の展望 三浦, ふみ ミウラ, フミ この資料の著作権は、資料の著作者または学校法人中央大学に帰属します。著作権法が定める私的利用・引用を超える使用を希望される場合には、掲載誌発行部局へお問い合わせください。 brand experience customer experience consumer experience consumption experience measurement scale application/pdf For the last fifteen years, consumer experience and customer experience have taken on critical importance according to the marketing literature. Recently, the term “brand experience” has emerged as a key concept both for academics and for practitioners in the marketing field. The purpose of this paper is to review previous related work and to indicate issues deemed fruitful for further study. Studies of experience in marketing that precedes brand experience have been conducted in two ways; (1) classifying elements effective to form positive experiences, and (2) examining consumer experience during a certain time span. Regarding brand experience studies, Brakus' measurement scale is judged to be the best in terms of validity and reliability. However, the Brakus scale still needs further improvement along various perspectives, e.g. measurement techniques during the duration of experience, applicability in marketing practice, and translation issues in Japan. The article concludes with some ideas that are essential for brand experience to be effectively utilized in marketing. 査読有 戦略経営研究科年報・紀要・ジャーナル委員会 2016 jpn departmental bulletin paper VoR https://chuo-u.repo.nii.ac.jp/records/8074 大学院研究年報 戦略経営研究科編 3 59 78 https://chuo-u.repo.nii.ac.jp/record/8074/files/03-4_059-078.pdf application/pdf 474.3 kB 2019-04-25