BUILDING BRAND EQUITY THROUGH USER EXPERIENCE DESIGN

被引：0

作者：

Mocanu, Rares ^{[1
]}

Mitan, Andreea ^{[1
]}

机构：

[1] Natl Univ Polit Studies & Publ Adm, 6 Povernei St,Sect 1, Bucharest 010374, Romania

来源：

STRATEGICA: CHALLENGING THE STATUS QUO IN MANAGEMENT AND ECONOMICS | 2018年

关键词：

brand experience; user experience; consumer experience management; digital marketing; user journey; experience mapping; user persona; digital touchpoints; HEDONIC QUALITY; MODEL; ACCEPTANCE; USABILITY;

D O I：

暂无

中图分类号：

F0 [经济学]; F1 [世界各国经济概况、经济史、经济地理]; C [社会科学总论];

学科分类号：

0201 ; 020105 ; 03 ; 0303 ;

摘要：

Companies are more and more interested in providing a positive user experience (UX). The aim is to offer a smooth and pleasant experience with the application at hand. In the given context, opportunities should be shown how new marketing strategies consider a digital product from the beginning as an integral part of the corporate communication by the user experience purposefully and in the interaction with a mark is designed. The in-depth understanding and focused management of the Customer Experience (CX) and User Experience (UX) will be critical to future market presence. This includes the holistic view of customer experience, user experience and brand experience as inseparably interlinked disciplines. It is of central importance that each of the three "experiences" is largely subconscious and thus the perception, which is triggered in the interaction with digital products, can be specifically influenced.

引用

页码：743 / 756

页数：14

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