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Cartier - Essay Example

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The age of globalization has opened up the markets in several economies and the companies have expanded in the global markets in order to tap the potential market demand.The increase in market competition has increased the bargaining power of the customers…
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Download file to see previous pages The stimuli related to the brand that evokes various behavioural responses of the consumers are due to various features of the brand which are namely, the communications of the brand, the packaging of the products offered under the brand names and the market environment created by the brand strategies of the company (Aaker, 1996, p.47). Brand experience is of high importance to the companies in today’s market as the brand experience enjoyed by the customers creates an attachment towards preferred brands and hence, develops brand loyalty. In order to sustain business growth in the competitive markets, the companies put additional focus in including brand experience in their market strategies. By acquiring a loyal set of customer through brand experience, the companies have been able to acquire and maintain substantial market share in the industry. This piece of work includes a review of the literature on brand experience and the marketing strategies adopted by the companies in order to develop their brand experience (Aaker, 1997, p.352). The aspect of brand experience has been discussed in context to Cartier luxury brand. Literature Review The age of globalization has opened up the markets in several economies and the companies have expanded in the global markets in order to tap the potential market demand. The increase in market competition has increased the bargaining power of the customers. Over the years, the companies have observed changing trends in the customer behaviour in accepting brands from the available market options. Thus understanding the customer behaviour is important from the point of view of the companies in order to sustain their market shares. Brand experience has emerged as an important consideration for addressing the behaviour of the customers and their responses to various brands that they use in today’s competitive market. The behaviour of the customers related to brand experience depends on not one but several features of the brand like brand personality, brand community, brand attachment, brand trust and brand love (Ariely, 1998, p.36). The brand experience could be conceptualised as the generation of feelings, sensations, emotion of the customers in response to the brand related stimuli. The concept of brand experience emerges with the classification of customer’s experience into sensory, affective, intellectual, behavioural features of the customer’s behaviour (Schmitt, Zarantonello and Brakus, 2009, p.65). The feelings generated in the customer due to the sensory stimulus refer to the customer’s response to the aesthetic features of the product. The sensory emotions within the customer are generated by the focus on beautifying the product through better packaging. The better packaging in comparison to others provides as sense of assurance and belief to the consumer. The affective component of brand experience generates different customer behaviour as a result of the underlying belief and ideas of the customer on the particular brand. The affective behaviour of the customer is based on the direct and indirect interaction that the customer had in relation to the bran ...Download file to see next pagesRead More
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