Effectiveness and perspective of the Brand Experience construct: focus on the Food and Beverage market.

Abstract

Experience is a key feature in the new era of marketing, allowing companies to generate an emotional bond and other different outcomes with customers through different sets of tactics and strategies. Is the generation and development of Brand Experience a weapon for companies within the Food and Beverage market? Firstly an analysis of Brand Experience will be assessed, in order to discover a relatively new construct, defined in 2009 by Brakus, Schmitt and Zarantonello and then further deepen in subsequent research papers. After the assessment of the antecedents and outcomes of Brand Experience and the overall importance provided by the construct in the field of marketing, the focus will be shifted to the analysis of the Food and Beverage market, firstly by identifying the drivers that guide food and beverage consumption for consumer, and then by taking a snapshot of the actual food and beverage trends that guide the Italian market. A case history will be then examined in order to observe the impact of Brand Experience. he last part of the thesis will include qualitative research based on interviews to Brand and Marketing managers operating in the food and beverage market, in order to highlight: actual understanding of the concept of Brand Experience, if it is effective nowadays and what are the opportunity/challenges a company faces while building Brand Experience. ​