Abstract
Relationship among expectations, (dis)satisfaction
and customer experience is analysed in the scientific literature, but academic
discussions tend to reserve a view on customer experience mostly regarding the
influence of these elements. To expand understanding of customer experience,
analysis of a broader picture becomes significant. This study aims to propose a
conceptual framework connecting brand communication and customer experience. As
a result, the proposed conceptual framework outlines
the relationship among brand communication, expectations, the emotional state
experienced during the consumption, (dis)satisfaction and customer experience.
The outcome also reveals the degree of control of these elements in the process
of customer experience formation, highlights where brands can take action to
influence customer experience
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IJBMS by IPRPD is licensed under a Creative Commons Attribution 4.0 International License.