My research area is brand experience and I found most of the researchers who conducted studies on this area, have selected Brakus/Schmitt/ Zarantonello (2009, p. 53) brand experience concept as their theoretical foundation. Hereby I attached the Barkus research paper as well.
Could you please advice me whether I can take this concept as my theoretical background?
Hi Nisha, since this is not a theory you could perhaps take on as conceptual framework rather theoretical. Dimensions, and modelling are usefull for measurement and application purposes. Hope it gives you a point to move forward. Thank you.
Hi Nisha,
We have just used Zarantonello & Schmitt (2013) in order to understand how brand equity is affected by experiential / sensory marketing. We are still collecting data, but we will use it as the theoretical model.
Therefore, I think it could be useful as a conceptual model, but in the empirical application some constructs/items should be either adapted to the context or even not included.
Best
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