Article2002

Consumer experience tourism and brand bonding

93 citations0/0 files storedJournal of Product & Brand Management

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Consumer Behavior in Brand Consumption and Identification Diverse Aspects of Tourism Research Consumer Retail Behavior Studies

Abstract

This paper reviews the growing use of manufacturing plant tours, company museums, and company visitor centers as strategic tools available to strengthen the bond between consumers and brands. Consumer experience tourism provides the user (i.e. the consumer) with an experience regarding a product, its operation, production process, history, and historical significance. Such brand bonding may contribute to higher levels of personal product involvement and brand loyalty. Ultimately, the bond between consumers and brands may be strengthened by the availability of such consumer experiences. The relative importance of these outreach efforts, in addition to their availability, will likely increase as the competition for consumer loyalty intensifies.

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References

1986Strategic Brand Concept-Image Management 1986Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation 2002Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications 1986Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation 1996Mines and quarries 1993Reconstructing the Image of an Industrial City 1998Industrial Heritage Tourism at the Bingham Canyon Copper Mine 2001Consumer Experience Tourism in the Nonprofit and Public Sectors

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2007Stages in the economic globalization of tourism 2015A review and future directions of brand experience research 2016Building brand equity through industrial tourism 2018Brand worlds: Introducing experiential marketing to B2B branding 2020Building Customer-Brand Relationships through Customer Brand Engagement 2021

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