With the advent of the Internet, the marketing communication environment has changed drastically, and the current branding theory needs a constant ideological boost. Some authors have announced the beginning of "experienced economics" and "experience marketing," while others have taken a more sophisticated stance and denied the importance of traditional branding. Incorporating all of these perspectives and drawing traditional branding concepts from a customer-oriented attitude, this paper will focus on the significant brand of the online brand experience (OBE) as part of its contemporary branding strategy. Specifically, I intend to explore the phenomena of OBE by shaping existing perspectives, gathering insights from modern online branding campaigns, and studying competencies among consumers. The critical points in the future theoretical framework will be the concept of the brand as an experience, around the dimensions around which brand experiences are built online, and the internet is the technology of action.
Future research focuses on the challenges companies face in making decisions about branding in the online environment. This research will focus on creating a brand experience as the most crucial element of the company's online branding strategy. The first question revolves around the definition of brand experience. To what extent is the concept of a brand similar to the experience, and is there any basis for believing that we are entering the economy of experience? The second sub-question refers to the critical aspects of the online brand experience. The paper's ultimate goal may be to develop a theoretical model of the online brand experience based on the above findings. The paper's focus on the concept of online brand experience will be based on the brand's image of "a bunch of functional and emotional values that promise a particular experience" (de Chernatoni and Siegel Horn, 2003). The importance of this issue has been downplayed not as a brand identification but as an experiment (Schmidt, 1999). Because this shift in the definition and focus of branding has been driven by constant technological and communicative change, creating a theoretical reference for brands based on online experiences is essential.
Given the new communication environment, traditional branding concepts need to be re-examined and, more importantly. Numerous authors (Ibeh et al., 2005; Christodoloides and de Chernatoni, 2004; Bergstrom, 2000) suggest that the current branding theory is an alternative to the warning that the Internet is not just another distribution and communication channel, but a new one. Branding tool with unique features. Different authors discuss the main idea in this article on online brand experience from different perspectives. Ibeh et al. (2005) describe "high-impact customer online experience" as a critical source of added value in the Internet economy. Going even further, Pine II and Glamor (1998, 2000) described the experiment as the "fourth economic offer" in "increasing economic value" after goods and services. In light of their views, Schmidt (1999) classifies five different types of experiments. For Kova (1996), the user is not only a target but also a "producer of experiences." In addition, various authors discuss the importance of influencing online brands, such as interactivity, connectivity, creativity, intensity, optimization, community, relevance, engagement (Cova et al. 2007; Coyle et Thorson, 2001 Christ. Christodolites and de Chernatoni, 2004). However, the basic dimensions of OBE need to be managed as perceived by consumers. Therefore, one of the main tasks of a forthcoming paper is to reveal one of the most important aspects of online brand equity. The concept of online brand experience will be examined from the following perspectives: Traditional Branding Theory from a Customer-Oriented Perspective (Keller, 1993 Acker, 1996), Experimental Marketing (Pine & Glamor, 1998, 2000), and Post Modern Marketing (Brown, 1993; Euphrates and Venkatesh, 1993). Behind this decision is the need for a theoretical anchor in analytical research (traditional line), a focus on experience (experimental approach), and a modern theory of modern consumer behavior (postmodern marketing). The main goal of a research paper is to develop an integrated conceptual model for the concept of online brand experience. The following objectives have been set to streamline discoveries about OBE and provide further theoretical explanations to branding managers and researchers:
- Discovering the nature of the experience as a new concept for the brand;
- A description of the dimensions around which online brand experiences are built.
- To propose a theoretical model of online brand experience based on the above findings.
Exploring the online brand experience and its essential dimensions will also be the primary purpose of the Gatti study as part of future research. Depending on the complexity of the area being investigated, I am considering using the ladder interview method. This qualifying technique has been instrumental in allowing "ongoing experience assessment" (Orsner and Marzouchi, 2003) and "naked insights into the nature of source and brand equity" (Vancenik, 2003). Furthermore, I have decided to use the ladder because it allows in-depth research into the reasons for expressing certain attitudes. Unlike factor analysis, where more attention is paid to generalizing aggregated items as factors, a successful ladder allows discovering the underlying values behind consumer behavior. To better address, the study's purpose, a facility sample of 20 respondents will be selected. One should keep in mind that the purpose of the ladder method is not to "represent the population" but to focus on the meaning of the technique - "to show how they respond to [respondents' responses]." It can be used to understand "brand equity" and "finding the root causes of consumer purchases" (Vanceink, 2003).
The main question of the interview will refer to the aspects around which online brand experiences are built. To uncover the dimensions, interviewers will investigate according to the criteria suggested by Reynolds and Gutman (1988). Respondents will be asked to explain the maximum and the four sizes. If given less than four dimensions, "Which other dimension can you think of?" Such as questions Will be used for investigation. Respondents will then be asked to state three reasons for each of the four dimensions. This technique, known as the rigid ladder, is a 4 x 3 matrix of biographical response. During the wooden ladder, "[r] beggars are forced to fill a grid of default dimensions" (Orsinger and Marzochi, 2003 Bag Bagozzi and Edwards, 1998). In this case, each respondent 12 extremes. Identify the reasons and six links. After a comprehensive analysis of the results, they will be input into "Decision Explorer," and the official production base will be of individual valuable maps. In addition, several websites of well-known brands will be visited, and a list of experience messages/promises will be compiled. In this way, the other side of the consumer marketer relationship will also be represented. As a result, the dimensions and features of the online brand experience will be gathered from three angles: literature review, consumer appreciation, and observation of online branding campaigns.
Numerous limitations will apply to such research. One practical limitation of the rigid stair-climbing technique is the "forced direction of the investigation process: respondents to the described characteristics did not investigate (ask 'what') except to investigate from the beginning of the first level formation. (Why 'ask') "(Orsinger and Marzochi, 2003). Further barriers to the dissemination of quality results are the nature of the pattern that may not represent the population. However, considering the purpose and domain of the research, it is unlikely that any data representative / reliable quantitative technique could be used meaningfully. Furthermore, it is always possible for respondents to find it difficult to express their attitudes and feelings about an issue.
Therefore, uncovering core values can be a daunting task. Another hurdle is the different levels of Internet awareness and usage in demographic groups. In other words, not everyone can be tagged as an "internet lover." However, because young consumers are more aware of the Internet, we can easily predict that the World Wide Web will become even more critical in the future as a marketing branding tool and communication channel. Will be more. According to the set goals, I will select the respondents who have access to the Internet regularly.
Lack of consensus on a theoretical basis can be a potential barrier to the concept of experience in the context of branding. An additional hurdle may be the fact that "literature on Internet branding? Is still in its infancy" (Siemens, 2007).
Another issue is the trend of "marketing communications in the context of e-commerce to go beyond the traditional boundaries of the marketing communications and marketing department" (Rawley, 2004). In particular, we must keep in mind that the process of delivering brands as an experience is as much a human phenomenon as it is a technical one. Consequently, a broader theory and perspective on social, moral, ethical, and philosophical change in contemporary Western societies is necessary to examine the role of experience branding.
As for the ethical aspect of the research, I do not consider it to be detrimental to the respondent. However, the search for the concept of brand experience can confuse issues such as hedonism, narcissism, etc., and one should be careful while pleasing the results and translating them. Respondents will be informed of the purpose of the study, and their responses will be matched so that their identities will not be revealed. I am well aware of the political nature of the observer organizations, and I will try to be impartial and draw robust conclusions by supplementing the data sources. In this way, it will be more difficult for the respondents to influence the results through proportional statements.
One of my first immediate steps will be to review critical ideas related to the above approach (traditional, experimental, and modern). I will look for common threads that can help achieve the goals of the paper. I will also immediately start compiling a list with the URLs of the big brands in many industries. With this compilation, I will start looking at the websites of selected brands with the aim and group of messages/promises of specific experiences currently used in branding campaigns. In addition to these initial steps, the qualification study aims to analyze the branding trend of the incident, such as: offering a new firm (the emotional center of the offer); A new idea for the brand (reinforcing brand effects beyond name and logo); And a new process (online implementation). Two general ideas will further illustrate the context of the research: a possible alternative to the widely announced marketing goal of "adding value" (to win the customer) with a new, "providing the experience." And the future role of the marketer. A screenwriter that "designs" the experience and leaves the user "guided."