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- W1123734666 abstract "Thesis PurposeThe purpose of this thesis is to deepen the knowledge in the phenomenon of brand experience by exploring components of online-only brand experience.MethodologyA social-constructivist and interpretivist perspective guided the research to adopt a qualitative strategy with exploratory and phenomenological stance. Following an abductive approach and the hermeneutic circle technique, existing knowledge of offline brand experience served as guidance during the continuous interplay of data collection and analysis.Theoretical PerspectiveThis research study builds on existing theoretical knowledge in the field of online marketing, online branding, Millennial generation, offline brand experience and online brand experience. The framework created illustrates the interplay of those and guides subsequent data analysis.Empirical DataEmpirical data was gathered through nine in-depth pair friendship interviews (18 interviewees in total), where participants reported their experiences with seven different online-only brands, belonging tofourdifferentcategories(entertainment,information, communication and database brands).FindingsThe research reveals six components of online-only brand experience, namely, sensory, affective, intellectual, behavioral, social and technical experiences. Technical experiences are revealed to be the most influential component. Research further suggests that triggers under each component stem from the brand itself and/or during the consumption process of service provided. Besides, research shows the most influential components within brand experiences of examined four online-only brand categories." @default.
- W1123734666 created "2016-06-24" @default.
- W1123734666 creator A5010719884 @default.
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- W1123734666 date "2015-01-01" @default.
- W1123734666 modified "2023-09-27" @default.
- W1123734666 title "Experience with the Second-Generation Online Brands: Online-Only Brand Experience" @default.
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