%0 Journal Article 
%T Marcas de experiencia: marcando la diferencia
%D 2011
%@ 01235923
%U http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1118
%X In a race to differentiate their offerings
from those of others, companies
are now focusing on creating customer
experiences. This has led to
a new broader vision of branding,
which leads to a more experiential
way of marketing brands. The objective
of this research is to provide
empirical evidence of the importance
of companies having an experiential
brand. Based on the study by Brakus
Schmitt y Zarantonello (2009),
their brand experience scale was
adapted to the context of consumption
in Spain and Spanish brands.
To this end, a questionnaire was
used for gathering 278 observations
of 15 different brands in 11 product
categories. This research study
shows that, in comparison to less
experiential brands, those brands
perceived as more experiential are
related to higher levels of brand equity,
customer-brand identification,
and word of mouth.
%K Experiencia
%K Marca
%K Identificación
%K Oferta
%K Experiential branding
%K customer- brand identification
%~ GOEDOC, SUB GOETTINGEN