Resumen

NOBRE, Liana Holanda Nepomuceno; MACEDO, Álvaro Fabiano Pereira de; BRITO, Simone Gurgel de  y  SIQUEIRA FILHO, Valdemar. Sense and sensibility: consumers and technological brand experience. TMStudies [online]. 2018, vol.14, n.4, pp.67-71. ISSN 2182-8458.  https://doi.org/10.18089/tms.2018.14406.

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.

Palabras clave : Brand experience; technological brands; consumer behavior.

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