Consumer experience tourism and brand bonding
Abstract
This paper reviews the growing use of manufacturing plant tours, company museums, and company visitor centers as strategic tools available to strengthen the bond between consumers and brands. Consumer experience tourism provides the user (i.e. the consumer) with an experience regarding a product, its operation, production process, history, and historical significance. Such brand bonding may contribute to higher levels of personal product involvement and brand loyalty. Ultimately, the bond between consumers and brands may be strengthened by the availability of such consumer experiences. The relative importance of these outreach efforts, in addition to their availability, will likely increase as the competition for consumer loyalty intensifies.
Keywords
Citation
Mitchell, M.A. and Orwig, R.A. (2002), "Consumer experience tourism and brand bonding", Journal of Product & Brand Management, Vol. 11 No. 1, pp. 30-41. https://doi.org/10.1108/10610420210419531
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited