Understanding Brands as Experiential Spaces: Axiological Implications for Marketing Strategists

Sharon Ponsonby-McCabe, Emily Boyle

    Research output: Contribution to journalArticle

    58 Citations (Scopus)

    Abstract

    Strategic marketing supports organization‐wide efforts to maximize valuable resource utilization to gain a sustained competitive advantage over rivals. Brands are recognized as inimitable superior value creating resources that can play a key role in achieving this advantage. Their effective building and management positively impacts long‐term competitive performance when brand loyalty has been achieved. However, strategic marketers are limited in their ability to control brand loyalty because consumers play a significant role in its formation. Brand loyalty stems from repeated brand consumption experiences that may be cognitive and/or emotional in their value make‐up. This article, therefore proposes that firms could gain more control over brand loyalty building by creating experiential brand places (brandscapes) that could house cognitively and emotionally stimulating experiences for consumers. The study discusses the cognitive and emotional potential of brandscapes for cultivating long‐term value creation and brand loyalty but notes the risks involved in attempting this.
    LanguageEnglish
    Pages175-189
    JournalJournal of Strategic Marketing
    Volume14
    Issue number2
    DOIs
    Publication statusPublished - 18 Feb 2007

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    Brand loyalty
    Marketing
    Emotion
    Consumption experience
    Strategic marketing
    Marketers
    Resources
    Resource utilization
    Competitive advantage
    Value creation

    Cite this

    Ponsonby-McCabe, Sharon ; Boyle, Emily. / Understanding Brands as Experiential Spaces: Axiological Implications for Marketing Strategists. In: Journal of Strategic Marketing. 2007 ; Vol. 14, No. 2. pp. 175-189.
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    title = "Understanding Brands as Experiential Spaces: Axiological Implications for Marketing Strategists",
    abstract = "Strategic marketing supports organization‐wide efforts to maximize valuable resource utilization to gain a sustained competitive advantage over rivals. Brands are recognized as inimitable superior value creating resources that can play a key role in achieving this advantage. Their effective building and management positively impacts long‐term competitive performance when brand loyalty has been achieved. However, strategic marketers are limited in their ability to control brand loyalty because consumers play a significant role in its formation. Brand loyalty stems from repeated brand consumption experiences that may be cognitive and/or emotional in their value make‐up. This article, therefore proposes that firms could gain more control over brand loyalty building by creating experiential brand places (brandscapes) that could house cognitively and emotionally stimulating experiences for consumers. The study discusses the cognitive and emotional potential of brandscapes for cultivating long‐term value creation and brand loyalty but notes the risks involved in attempting this.",
    author = "Sharon Ponsonby-McCabe and Emily Boyle",
    note = "Reference text: 1. Aaker, D. 1996. Building Strong Brands, New York: Free Press. 2. Aaker, J. L. 1997. Dimensions of brand personality.. Journal of Marketing Research, 34: 347–56. [CrossRef], [Web of Science {\circledR}] 3. Anon. 2003. British Airways.. Air Transport World, 40: 14 4. Anon. 2004. “Name game means Coca‐Cola got off lightly with Dasanigate.”. In Marketing 25 March, 16 5. Arnould, E. and Price, L. 1993. River magic: Extraordinary experience and the extended service encounter.. Journal of Consumer Research, 20: 24–45. [CrossRef], [Web of Science {\circledR}] 6. Baker, J. 1998. “Examining the informational value.”. In Servicescapes, The Concept of Place in Contemporary Markets, Edited by: Sherry, J. F. Lincolnwood: NTC Business Books. In 7. Barney, J. B. 1991. Firm resources and sustained competitive advantage.. Journal of Management, 17: 99–120. [CrossRef], [Web of Science {\circledR}] 8. Bitner, M. J. 1992. Servicescapes: The impact of physical surroundings on customers and employees.. Journal of Marketing, 56: 57–71. [CrossRef], [Web of Science {\circledR}] 9. Boyle, E. 2003. A study of entrepreneurial brand building in the manufacturing sector in the UK.. Journal of Product and Brand Management, 12: 79–91. [CrossRef] 10. Brown, S. 2001. Torment your customers (They'll Love It).. Harvard Business Review, 79: 82–8. [PubMed], [Web of Science {\circledR}] 11. Brown, S., Kozinets, R. V. and Sherry, J. F. 2003. Teaching old brands new tricks: Retro branding and the revival of brand meaning.. Journal of Marketing, 67: 19–33. [CrossRef], [Web of Science {\circledR}] 12. Bruce, M. 1995. “Managing the design‐marketing interface.”. In Product Development: Meeting the Challenge of the Design‐Marketing Interface, Edited by: Bruce, M and Wiemans, W. G. Chichester: Wiley. In 13. Burk Wood, M. 2004. Marketing Planning, Principles into Practice, Harlow: Pearson Education. 14. Caprara, G. V., Barbaranelli, C. and Guido, G. 2001. Brand personality: how to make the metaphor fit.. Journal of Economic Psychology, 22: 337–95. [CrossRef] 15. Cooper, R. G. 1994. New products: The factors that drive success.. International Marketing Review, 11: 60–76. [CrossRef] 16. Cooper, R. G. and Kleinschmidt, E. J. 2000. New product performance: What distinguishes the star products?. Australian Journal of Management, 25: 17–45. 17. Cova, B. 1997. Community and consumption‐ towards a definition of the ‘linking value’ of product or services.. European Journal of Marketing, 31: 297–316. [CrossRef] 18. Cova, B. 2003. Analyzing and playing with tribes which consume.. Marketing Ed E‐Commerce, : 66–89. 19. Cova, B. and Cova, V. 2002. Tribal marketing: the tribalisation of society and its impact on the conduct of marketing.. European Journal of Marketing, 36: 595–620. [CrossRef] 20. Cowley, D. 1991. Understanding Brands by Ten People Who Do, London: Kogan Page. 21. Cunnell, D. and Prentice, R. 2000. Tourists' recollections of quality in museums: A servicescape without people.. Museum Management and Curatorship, 18: 369–90. [Taylor & Francis Online] 22. de Chernatony, L. 1999. Brand management through narrowing the gap between brand identity and brand reputation.. Journal of Marketing Management, 15: 157–79. [Taylor & Francis Online] 23. de Chernatony, L. and McDonald, M. 1998. Creating Powerful Brands in Consumer, Service and Industrial Markets, Oxford: Butterworth Heinemann. 24. de Chernatony, L. and Riley, F. 1998. Modelling the components of the brand.. European Journal of Marketing, 32: 1074–90. [CrossRef] 25. Dowling, D. R. 1993. Developing your company image into a corporate asset.. Long Range Planning, 26: 101–10. [CrossRef], [Web of Science {\circledR}] 26. Doyle, P. 2001. Building value‐based branding strategies.. Journal of Strategic Marketing, 9: 255–68. [Taylor & Francis Online] 27. Dye, R. 2000. The buzz on buzz.. Harvard Business Review, 78: 139–46. November–December [PubMed], [Web of Science {\circledR}] 28. Elliot, R. and Ritson, M. 1997. “Post structuralism and the dialectics of advertising.”. In Consumer Research: Postcards from the Edge, Edited by: Brown, S and Turley, D. London: Routledge. In 29. Firat, A. and Dholakia, N. 1998. Consuming People: From Political Economy to Theatres of Consumption, London: Routledge. [CrossRef] 30. Foxall, G., Goldsmith, R. E. and Brown, S. 1998. Consumer Psychology for Marketing, London: Routledge. 2nd Edn 31. Gobe, M. 2001. Emotional Branding: The New Paradigm for Connecting Brands to People, New York: Allworth Press. 32. Gottdiener, M. 1998. “The semiotics of consumer spaces: The growing importance of the themed environment.”. In Servicescapes: The Concept of Place in Contemporary Markets, Edited by: Sherry, J. Chicago: NTC Business Books. In 33. Hart, S. 1996. “Dimensions of success in new product development.”. In New Product Development: A Reader, Edited by: Hart, S. London: Dryden Press. In 34. Hart, S. and Tsokas, N. 2000. New product launch ‘mix’ in growth and mature product markets.. Benchmarking: an International Journal, 7: 389–405. [CrossRef] 35. Hirschman, E. and Holbrook, M. 1982. Hedonic consumption: Emerging concepts, methods and propositions.. Journal of Marketing, 46: 92–101. [CrossRef], [Web of Science {\circledR}] 36. Holbrook, M. 1994. “The nature of customer value: An axiology of services in the consumption experience.”. In Service Quality: New Directions in Theory and Practice, Edited by: Rust, R. T and Oliver, R. L. Thousand Oaks: Sage. In 37. Holbrook, M. 1999. Consumer Value: A Framework for Analysis and Research, London: Routledge. [CrossRef] 38. Holbrook, M. 2000. The millennial consumer in the texts of our times: Experience and entertainment.. Journal of Macromarketing, 20: 178–92. [CrossRef] 39. Holbrook, M. and Hirschman, E. 1982. The experiential aspects of consumption: Consumer fantasies feelings and fun.. Journal of Consumer Research, 9: 132–40. [CrossRef], [Web of Science {\circledR}] 40. Holt, D. 1997. How consumers consume: A taxonomy of consumption practices.. Journal of Consumer Research, 22: 1–16. [CrossRef], [Web of Science {\circledR}] 41. Holt, D. 2002. Why do brands cause trouble? A dialectical theory of consumer culture and branding.. Journal of Consumer Research, 29: 70–90. [CrossRef], [Web of Science {\circledR}] 42. Holt, D. 2003. What becomes an icon most.. Harvard Business Review, : 43–51. March [PubMed], [Web of Science {\circledR}] 43. Johnson, G. and Scholes, K. 2001. “Exploring Corporate Strategy,”. Hemel Hempstead: Prentice Hall. 44. Kelly, T. 1998. Brand Essence – making our brands last longer.. Journal of Brand Management, 5: 390–1. 45. Kitchen, P. 1999. “The role and functions of marketing communications in organizations.”. In Marketing Communications: Principles and Practices, Edited by: Kitchen, P. London: International Thomson Business Press. In 46. Kohli, C. 1997. Branding consumer goods: insights from theory and practice.. Journal of Consumer Marketing, 14: 206–19. [CrossRef] 47. Lim, K. and O'Cass, A. 2001. Consumer brand classifications: an assessment of culture‐of‐origin versus country‐of‐origin.. Journal of Product and Brand Management, 10: 120–36. [CrossRef] 48. McAlexander, J. H. and Schouten, J. W. 1998. “Brandfests: Servicescapes for the cultivation of customer committment,”. In Servicescapes: The Concept of Place in Contemporary Markets, Edited by: Sherry, J. Lincolnwood: NTC Business Books. In 49. McAlexander, J. A., Schouten, J. W. and Koenig, H. 2002. “Building brand community,”. In Journal of Marketing Vol. 66, 38–54. 50. Mehabrian, A. and Russell, J. A. 1974. “An Approach to Environmental Psychology,”. Cambridge: MIT Press. 51. Muniz, A. M. Jnr. and O'Guinn, T. 2001. Brand community.. Journal of Consumer Research, 27: 412–32. [CrossRef], [Web of Science {\circledR}] 52. Murphy, J. 1998. “What is branding?”. In Brands: The New Wealth Creators, Edited by: Hart, S and Murphy, J. Palgrave: Basingstoke. In 53. Pine, B. and Gilmore, J. 1999. The Experience Economy: Work is Theatre & Every Business a Stage, Boston: Harvard Business School Press. 54. Ponsonby, S. and Boyle, E. 2004. The ‘value of marketing’ and ‘the marketing of value’ in contemporary times – a literature review and research agenda.. Journal of Marketing Management, 20: 343–62. [Taylor & Francis Online] 55. Prentice, R. 1996. Tourism as Experience; Tourist as Consumer: Insights and Enlightenment, Edinburgh: Queen Margaret University College. 56. Randall, G. 1997. Branding: a Practical Guide to Planning, Organising and Strategy, London: Kogan Page. 57. Riley, F. D. and de Chernatony, L. 2000. The service brand as relationships builder.. British Journal of Management, 11: 137–50. [CrossRef], [Web of Science {\circledR}] 58. Robertson, P. 1998. “New brand development.”. In Brands: the New Wealth Creators, Edited by: Hart, S and Murphy, J. Basingstoke: Palgrave. In 59. Rokeach, M. 1973. The Nature of Human Values, New York: Free Press. 60. Schmitt, B. 1999. Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands, New York: Free Press. 61. Seth, A. 1998. “Managing the brand.”. In Brands: the New Wealth Creators, Edited by: Hart, S and Murphy, J. Basingstoke: Palgrave. In 62. Sherry, J. 1998. “The soul of the company store: Nike Town Chicago and the emplaced brandscape”. In Servicescapes, The Concept of Place in Contemporary Markets, Edited by: Sherry, J. Lincolnwood: NTC Business Books. In 63. Solomon, M. 1999. Consumer Behaviour, Buying, Having and Being, Upper Saddle River, New Jersey: Prentice Hall. 64. Teece, D. J. 2000. Strategies for managing knowledge assets: The role of firm structure and industrial context.. Long Range Planning, 33: 35–54. [CrossRef], [Web of Science {\circledR}] 65. Thakor, M. 1996. Brand origin: Conceptualization and review.. Journal of Consumer Marketing, 13: 27–42. [CrossRef] 66. Urde, M. 1999. Brand orientation: A mindset for building brands into strategic resources.. Journal of Marketing Management, 15: 117–33. [Taylor & Francis Online] 67. Venkatesh, A. 1998. “Cyberculture, consumers and cybermarketscapes.”. In Servicescapes: The Concept of Place in Contemporary Markets, Edited by: Sherry, J. Lincolnwood: NTC Business Books. In 68. Wagner, J. 1999. “Aesthetic value: beauty in art and fashion.”. In Consumer Value: A Framework for Analysis and Research, Edited by: Holbrook, M. London: Routledge. In 69. Wilson, R. and Gilligan, C. 1997. Strategic Marketing Management, Oxford: Heinemann. 70. Wolf, M. 1999. Welcome to the Entertainment Economy, London: Penguin Books. 71. Zeithaml, V. A. 1988. Consumer perceptions of price, quality, and value: A means‐end model of synthesis of evidence.. Journal of Marketing, 52: 2–22. [CrossRef], [Web of Science {\circledR}]",
    year = "2007",
    month = "2",
    day = "18",
    doi = "10.1080/10427710600662983",
    language = "English",
    volume = "14",
    pages = "175--189",
    journal = "Journal of Strategic Marketing",
    issn = "0965-254X",
    number = "2",

    }

    Understanding Brands as Experiential Spaces: Axiological Implications for Marketing Strategists. / Ponsonby-McCabe, Sharon; Boyle, Emily.

    In: Journal of Strategic Marketing, Vol. 14, No. 2, 18.02.2007, p. 175-189.

    Research output: Contribution to journalArticle

    TY - JOUR

    T1 - Understanding Brands as Experiential Spaces: Axiological Implications for Marketing Strategists

    AU - Ponsonby-McCabe, Sharon

    AU - Boyle, Emily

    N1 - Reference text: 1. Aaker, D. 1996. Building Strong Brands, New York: Free Press. 2. Aaker, J. L. 1997. Dimensions of brand personality.. Journal of Marketing Research, 34: 347–56. [CrossRef], [Web of Science ®] 3. Anon. 2003. British Airways.. Air Transport World, 40: 14 4. Anon. 2004. “Name game means Coca‐Cola got off lightly with Dasanigate.”. In Marketing 25 March, 16 5. Arnould, E. and Price, L. 1993. River magic: Extraordinary experience and the extended service encounter.. Journal of Consumer Research, 20: 24–45. [CrossRef], [Web of Science ®] 6. Baker, J. 1998. “Examining the informational value.”. In Servicescapes, The Concept of Place in Contemporary Markets, Edited by: Sherry, J. F. Lincolnwood: NTC Business Books. In 7. Barney, J. B. 1991. Firm resources and sustained competitive advantage.. Journal of Management, 17: 99–120. [CrossRef], [Web of Science ®] 8. Bitner, M. J. 1992. Servicescapes: The impact of physical surroundings on customers and employees.. Journal of Marketing, 56: 57–71. [CrossRef], [Web of Science ®] 9. Boyle, E. 2003. A study of entrepreneurial brand building in the manufacturing sector in the UK.. Journal of Product and Brand Management, 12: 79–91. [CrossRef] 10. Brown, S. 2001. Torment your customers (They'll Love It).. Harvard Business Review, 79: 82–8. [PubMed], [Web of Science ®] 11. Brown, S., Kozinets, R. V. and Sherry, J. F. 2003. Teaching old brands new tricks: Retro branding and the revival of brand meaning.. Journal of Marketing, 67: 19–33. [CrossRef], [Web of Science ®] 12. Bruce, M. 1995. “Managing the design‐marketing interface.”. In Product Development: Meeting the Challenge of the Design‐Marketing Interface, Edited by: Bruce, M and Wiemans, W. G. Chichester: Wiley. In 13. Burk Wood, M. 2004. Marketing Planning, Principles into Practice, Harlow: Pearson Education. 14. Caprara, G. V., Barbaranelli, C. and Guido, G. 2001. Brand personality: how to make the metaphor fit.. Journal of Economic Psychology, 22: 337–95. [CrossRef] 15. Cooper, R. G. 1994. New products: The factors that drive success.. International Marketing Review, 11: 60–76. [CrossRef] 16. Cooper, R. G. and Kleinschmidt, E. J. 2000. New product performance: What distinguishes the star products?. Australian Journal of Management, 25: 17–45. 17. Cova, B. 1997. Community and consumption‐ towards a definition of the ‘linking value’ of product or services.. European Journal of Marketing, 31: 297–316. [CrossRef] 18. Cova, B. 2003. Analyzing and playing with tribes which consume.. Marketing Ed E‐Commerce, : 66–89. 19. Cova, B. and Cova, V. 2002. Tribal marketing: the tribalisation of society and its impact on the conduct of marketing.. European Journal of Marketing, 36: 595–620. [CrossRef] 20. Cowley, D. 1991. Understanding Brands by Ten People Who Do, London: Kogan Page. 21. Cunnell, D. and Prentice, R. 2000. Tourists' recollections of quality in museums: A servicescape without people.. Museum Management and Curatorship, 18: 369–90. [Taylor & Francis Online] 22. de Chernatony, L. 1999. Brand management through narrowing the gap between brand identity and brand reputation.. Journal of Marketing Management, 15: 157–79. [Taylor & Francis Online] 23. de Chernatony, L. and McDonald, M. 1998. Creating Powerful Brands in Consumer, Service and Industrial Markets, Oxford: Butterworth Heinemann. 24. de Chernatony, L. and Riley, F. 1998. Modelling the components of the brand.. European Journal of Marketing, 32: 1074–90. [CrossRef] 25. Dowling, D. R. 1993. Developing your company image into a corporate asset.. Long Range Planning, 26: 101–10. [CrossRef], [Web of Science ®] 26. Doyle, P. 2001. Building value‐based branding strategies.. Journal of Strategic Marketing, 9: 255–68. [Taylor & Francis Online] 27. Dye, R. 2000. The buzz on buzz.. Harvard Business Review, 78: 139–46. November–December [PubMed], [Web of Science ®] 28. Elliot, R. and Ritson, M. 1997. “Post structuralism and the dialectics of advertising.”. In Consumer Research: Postcards from the Edge, Edited by: Brown, S and Turley, D. London: Routledge. In 29. Firat, A. and Dholakia, N. 1998. Consuming People: From Political Economy to Theatres of Consumption, London: Routledge. [CrossRef] 30. Foxall, G., Goldsmith, R. E. and Brown, S. 1998. Consumer Psychology for Marketing, London: Routledge. 2nd Edn 31. Gobe, M. 2001. Emotional Branding: The New Paradigm for Connecting Brands to People, New York: Allworth Press. 32. Gottdiener, M. 1998. “The semiotics of consumer spaces: The growing importance of the themed environment.”. In Servicescapes: The Concept of Place in Contemporary Markets, Edited by: Sherry, J. Chicago: NTC Business Books. In 33. Hart, S. 1996. “Dimensions of success in new product development.”. In New Product Development: A Reader, Edited by: Hart, S. London: Dryden Press. In 34. Hart, S. and Tsokas, N. 2000. New product launch ‘mix’ in growth and mature product markets.. Benchmarking: an International Journal, 7: 389–405. [CrossRef] 35. Hirschman, E. and Holbrook, M. 1982. Hedonic consumption: Emerging concepts, methods and propositions.. Journal of Marketing, 46: 92–101. [CrossRef], [Web of Science ®] 36. Holbrook, M. 1994. “The nature of customer value: An axiology of services in the consumption experience.”. In Service Quality: New Directions in Theory and Practice, Edited by: Rust, R. T and Oliver, R. L. Thousand Oaks: Sage. In 37. Holbrook, M. 1999. Consumer Value: A Framework for Analysis and Research, London: Routledge. [CrossRef] 38. Holbrook, M. 2000. The millennial consumer in the texts of our times: Experience and entertainment.. Journal of Macromarketing, 20: 178–92. [CrossRef] 39. Holbrook, M. and Hirschman, E. 1982. The experiential aspects of consumption: Consumer fantasies feelings and fun.. Journal of Consumer Research, 9: 132–40. [CrossRef], [Web of Science ®] 40. Holt, D. 1997. How consumers consume: A taxonomy of consumption practices.. Journal of Consumer Research, 22: 1–16. [CrossRef], [Web of Science ®] 41. Holt, D. 2002. Why do brands cause trouble? A dialectical theory of consumer culture and branding.. Journal of Consumer Research, 29: 70–90. [CrossRef], [Web of Science ®] 42. Holt, D. 2003. What becomes an icon most.. Harvard Business Review, : 43–51. March [PubMed], [Web of Science ®] 43. Johnson, G. and Scholes, K. 2001. “Exploring Corporate Strategy,”. Hemel Hempstead: Prentice Hall. 44. Kelly, T. 1998. Brand Essence – making our brands last longer.. Journal of Brand Management, 5: 390–1. 45. Kitchen, P. 1999. “The role and functions of marketing communications in organizations.”. In Marketing Communications: Principles and Practices, Edited by: Kitchen, P. London: International Thomson Business Press. In 46. Kohli, C. 1997. Branding consumer goods: insights from theory and practice.. Journal of Consumer Marketing, 14: 206–19. [CrossRef] 47. Lim, K. and O'Cass, A. 2001. Consumer brand classifications: an assessment of culture‐of‐origin versus country‐of‐origin.. Journal of Product and Brand Management, 10: 120–36. [CrossRef] 48. McAlexander, J. H. and Schouten, J. W. 1998. “Brandfests: Servicescapes for the cultivation of customer committment,”. In Servicescapes: The Concept of Place in Contemporary Markets, Edited by: Sherry, J. Lincolnwood: NTC Business Books. In 49. McAlexander, J. A., Schouten, J. W. and Koenig, H. 2002. “Building brand community,”. In Journal of Marketing Vol. 66, 38–54. 50. Mehabrian, A. and Russell, J. A. 1974. “An Approach to Environmental Psychology,”. Cambridge: MIT Press. 51. Muniz, A. M. Jnr. and O'Guinn, T. 2001. Brand community.. Journal of Consumer Research, 27: 412–32. [CrossRef], [Web of Science ®] 52. Murphy, J. 1998. “What is branding?”. In Brands: The New Wealth Creators, Edited by: Hart, S and Murphy, J. Palgrave: Basingstoke. In 53. Pine, B. and Gilmore, J. 1999. The Experience Economy: Work is Theatre & Every Business a Stage, Boston: Harvard Business School Press. 54. Ponsonby, S. and Boyle, E. 2004. The ‘value of marketing’ and ‘the marketing of value’ in contemporary times – a literature review and research agenda.. Journal of Marketing Management, 20: 343–62. [Taylor & Francis Online] 55. Prentice, R. 1996. Tourism as Experience; Tourist as Consumer: Insights and Enlightenment, Edinburgh: Queen Margaret University College. 56. Randall, G. 1997. Branding: a Practical Guide to Planning, Organising and Strategy, London: Kogan Page. 57. Riley, F. D. and de Chernatony, L. 2000. The service brand as relationships builder.. British Journal of Management, 11: 137–50. [CrossRef], [Web of Science ®] 58. Robertson, P. 1998. “New brand development.”. In Brands: the New Wealth Creators, Edited by: Hart, S and Murphy, J. Basingstoke: Palgrave. In 59. Rokeach, M. 1973. The Nature of Human Values, New York: Free Press. 60. Schmitt, B. 1999. Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands, New York: Free Press. 61. Seth, A. 1998. “Managing the brand.”. In Brands: the New Wealth Creators, Edited by: Hart, S and Murphy, J. Basingstoke: Palgrave. In 62. Sherry, J. 1998. “The soul of the company store: Nike Town Chicago and the emplaced brandscape”. In Servicescapes, The Concept of Place in Contemporary Markets, Edited by: Sherry, J. Lincolnwood: NTC Business Books. In 63. Solomon, M. 1999. Consumer Behaviour, Buying, Having and Being, Upper Saddle River, New Jersey: Prentice Hall. 64. Teece, D. J. 2000. Strategies for managing knowledge assets: The role of firm structure and industrial context.. Long Range Planning, 33: 35–54. [CrossRef], [Web of Science ®] 65. Thakor, M. 1996. Brand origin: Conceptualization and review.. Journal of Consumer Marketing, 13: 27–42. [CrossRef] 66. Urde, M. 1999. Brand orientation: A mindset for building brands into strategic resources.. Journal of Marketing Management, 15: 117–33. [Taylor & Francis Online] 67. Venkatesh, A. 1998. “Cyberculture, consumers and cybermarketscapes.”. In Servicescapes: The Concept of Place in Contemporary Markets, Edited by: Sherry, J. Lincolnwood: NTC Business Books. In 68. Wagner, J. 1999. “Aesthetic value: beauty in art and fashion.”. In Consumer Value: A Framework for Analysis and Research, Edited by: Holbrook, M. London: Routledge. In 69. Wilson, R. and Gilligan, C. 1997. Strategic Marketing Management, Oxford: Heinemann. 70. Wolf, M. 1999. Welcome to the Entertainment Economy, London: Penguin Books. 71. Zeithaml, V. A. 1988. Consumer perceptions of price, quality, and value: A means‐end model of synthesis of evidence.. Journal of Marketing, 52: 2–22. [CrossRef], [Web of Science ®]

    PY - 2007/2/18

    Y1 - 2007/2/18

    N2 - Strategic marketing supports organization‐wide efforts to maximize valuable resource utilization to gain a sustained competitive advantage over rivals. Brands are recognized as inimitable superior value creating resources that can play a key role in achieving this advantage. Their effective building and management positively impacts long‐term competitive performance when brand loyalty has been achieved. However, strategic marketers are limited in their ability to control brand loyalty because consumers play a significant role in its formation. Brand loyalty stems from repeated brand consumption experiences that may be cognitive and/or emotional in their value make‐up. This article, therefore proposes that firms could gain more control over brand loyalty building by creating experiential brand places (brandscapes) that could house cognitively and emotionally stimulating experiences for consumers. The study discusses the cognitive and emotional potential of brandscapes for cultivating long‐term value creation and brand loyalty but notes the risks involved in attempting this.

    AB - Strategic marketing supports organization‐wide efforts to maximize valuable resource utilization to gain a sustained competitive advantage over rivals. Brands are recognized as inimitable superior value creating resources that can play a key role in achieving this advantage. Their effective building and management positively impacts long‐term competitive performance when brand loyalty has been achieved. However, strategic marketers are limited in their ability to control brand loyalty because consumers play a significant role in its formation. Brand loyalty stems from repeated brand consumption experiences that may be cognitive and/or emotional in their value make‐up. This article, therefore proposes that firms could gain more control over brand loyalty building by creating experiential brand places (brandscapes) that could house cognitively and emotionally stimulating experiences for consumers. The study discusses the cognitive and emotional potential of brandscapes for cultivating long‐term value creation and brand loyalty but notes the risks involved in attempting this.

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