From brand experience to happiness: exploring the impacts on brand loyalty and price premium

Abstract

Dr Karam Al Mandil, Lecturer in Marketing at the University of Cumbria, will be attending the Linnaeus University School of Business and Economics in Kalmar, Sweden which will play host to the 12th Global Brand Conference of the Academy of Marketing’s SIG (special interest group) in Brand, Identity and Corporate Reputation from April 26 2017. From a broadband provider offering to “do you right” to another supplier offering an “epic” feeling, marketing’s move to offer greater contentment is now much in evidence. “My paper argues that since the advent of the 21st Century, the overemphasis on the utilitarian aspects of products has shifted the interest to the hedonic facets of consumption,” Dr Al Mandil said. “Experience marketing presents a new approach to address this shift and to achieve long and lasting competitive advantages. More recently, happiness has received attention from marketers and studies examining happiness in consumer research have also begun to appear. Therefore, this research is investigating how brands contribute to consumers’ happiness through experiences.