A Study of Brand Preference: An Experiential View A Thesis Submitted for the degree of Doctor of Philosophy (original) (raw)
Consumer brand preference is an essential step to understand consumer choice behaviour, and has therefore always received great attention from marketers. Brand preferences reveal the type of attributes a brand possesses, to strengthen its position and increase its market share. Moreover, it forms a critical input in developing a company's successful brand strategy, and gives insight for product development. However, the shift to experiential marketing broadens the role of the brand from a bundle of attributes to experiences. Experiential marketing also considers both, the rational and irrational assumptions of consumer behaviour. The technological advancement helped increasing the similarities between the brands attributes and product commoditisation. Consequently, consumers cannot shape their preferences among brands using rational attributes only. They seek the brand that creates experience; intrigue them in a sensorial, emotional, and creative way. Companies' competitiveness in such market has, therefore become increasingly difficult. Their survival requires building their competitive advantage by delivering memorable experiences, which would influence consumers' brand preferences, and consequently stimulate consumers' purchase decisions.
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