Digital interactions and brand experience design: a future perspective
Digital interactions and brand experience design: a future perspective
This paper introduces an overview and positioning of the contemporary brand experience in the digital context. With technological advances in games, gamification and emerging technologies, such as Virtual Reality (VR) and Artificial Intelligence (AI), it is possible that brand experiences are getting more pervasive and seamless. In this paper, we review the current theories around multi-sensory brand experience and the role of new technologies in the whole consumer journey, including pre-purchase, purchase and post-purchase stages. After this analysis, we introduce a conceptual framework that promotes a continuous loop of consumer experience and engagement from different and new touch points, which could be augmented by games, gamification and emerging technologies. Based on the framework, we conclude this paper with propositions and recommendations for future research in contemporary brand management, which could help brand managers and designers to deal with technological challenges posed by the contemporary society.
brand experience, virtual reality, contemporary brand, games, future
1262-1281
Wanick, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Ranchhod, Ashokkumar
4502275c-3dca-4c29-a2cb-3a0356e4de0e
Gurau, Calin
e1871244-6761-4f2a-9b24-a9397bb4a0ff
June 2017
Wanick, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Ranchhod, Ashokkumar
4502275c-3dca-4c29-a2cb-3a0356e4de0e
Gurau, Calin
e1871244-6761-4f2a-9b24-a9397bb4a0ff
Wanick, Vanissa, Ranchhod, Ashokkumar and Gurau, Calin
(2017)
Digital interactions and brand experience design: a future perspective.
Design Management Academy Conference 2017: Research Perspectives on Creative Intersections, , Hong Kong, China.
07 - 09 Jun 2017.
.
(doi:10.21606/dma.2017.129).
Record type:
Conference or Workshop Item
(Paper)
Abstract
This paper introduces an overview and positioning of the contemporary brand experience in the digital context. With technological advances in games, gamification and emerging technologies, such as Virtual Reality (VR) and Artificial Intelligence (AI), it is possible that brand experiences are getting more pervasive and seamless. In this paper, we review the current theories around multi-sensory brand experience and the role of new technologies in the whole consumer journey, including pre-purchase, purchase and post-purchase stages. After this analysis, we introduce a conceptual framework that promotes a continuous loop of consumer experience and engagement from different and new touch points, which could be augmented by games, gamification and emerging technologies. Based on the framework, we conclude this paper with propositions and recommendations for future research in contemporary brand management, which could help brand managers and designers to deal with technological challenges posed by the contemporary society.
Text
2017_DMA_single_Org_ProceedingsReady Brand Experince Design-published
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Accepted/In Press date: 9 June 2017
Published date: June 2017
Venue - Dates:
Design Management Academy Conference 2017: Research Perspectives on Creative Intersections, , Hong Kong, China, 2017-06-07 - 2017-06-09
Keywords:
brand experience, virtual reality, contemporary brand, games, future
Identifiers
Local EPrints ID: 412365
URI: http://eprints.soton.ac.uk/id/eprint/412365
PURE UUID: f78d8ceb-1a28-4fe2-a096-d2c750ef6304
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Date deposited: 17 Jul 2017 13:33
Last modified: 20 Apr 2024 01:59
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Contributors
Author:
Ashokkumar Ranchhod
Author:
Calin Gurau
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