Sense and sensibility: consumers and technological brand experience

• Autor(a) principal: Nobre,Liana Holanda Nepomuceno
• Data de Publicação: 2018
• Outros Autores: Macêdo,Álvaro Fabiano Pereira de, Brito,Simone Gurgel de, Siqueira Filho,Valdemar
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582018000400006
• topic: Brand experience; technological brands; consumer behavior

In the brand management field, studies on brand experience - considering cognitive and behavioral dimensions - analyse consumer relations with brands. The current paper analyses consumer brand experiences aiming at identifying whether the consumption of technological brands was different from that of non-technological brands. A quantitative analysis was conducted, and data were analysed by Confirmatory Factor Analysis and Variance Analysis (ANOVA). Four dimensions of brand experience were tested: sensorial, affective, behavioral, and intellectual. Ten selected brands were analysed, among technological and non-technological ones. The population for this study was composed of 230 university students from the business area of a Brazilian university. Results indicate that consumers perceive a difference in their experience with technological and non-technological brands, which is primarily based on the performance of the sensorial dimensions, regarding feelings, and that of intellectual ones, regarding cognitive capacity, creativity, and problem-solving performance, which are stronger in the experience with technological brands.