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- W2941605634 abstract "The challenge for brands is no longer simply to propose an offer adapted to consumers' needs and expectations, but rather to create a global value of the consumer experience with the brand. This chapter presents how brand practices have changed in the face of the “augmented consumer”. It first shows that reaching consumers in today's context is different since it involves following the consumers wherever they are, and capturing their multiple touchpoints and their sharing of information with companies and brands. Then, the chapter deals with the transformation of the content of messages toward more transparency and speaking out about brands outside the company. Finally, the chapter focuses on the evolution of the relationship between the company and consumers toward a more meaningful and concrete participation of consumers in the company, a more personalized relationship and an ever-increasing requirement in terms of the utility and meaning of this relationship." @default.
- W2941605634 created "2019-05-03" @default.
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- W2941605634 date "2019-04-24" @default.
- W2941605634 modified "2023-10-17" @default.
- W2941605634 title "Brand Practices Faced with <i>Augmented</i> Consumers" @default.
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- W2941605634 doi "https://doi.org/10.1002/9781119618324.ch2" @default.
- W2941605634 hasPublicationYear "2019" @default.
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