Articles
| Open Access | A SCIENTIFIC APPROACH TO ENHANCING BRAND EXPERIENCE BASED ON THE EMOTIONAL-EXPERIENCE SPECTRUM (EES) MODEL
Farmonova Shahribonu Bunyod kizi , Journalism and Mass Communications of Uzbekistan university master's studentAbstract
This article introduces the Emotional-Experience Spectrum (EES) model, analyzing how consumers’ emotional relationships with brands evolve through four main stages for the first time: Neutrality, Interest, Emotional Connection and Inspiration. For each stage, the article presents actionable strategies, marketing tools, and expected outcomes. The EES model is proposed as an innovative method to strengthen brand experience and loyalty in Uzbekistan’s market context.
Keywords
Experience, emotion, model, brand, attitude, strategy, marketing, thinking.
References
Zaltman, G. (2003). How customers think: Essential insights into the mind of the market. Harvard Business Press.
Schmitt, B. H. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67. https://doi.org/10.1362/026725799784870496
Kahneman, D., & Tversky, A. (1974). Judgment under uncertainty: Heuristics and biases. Science, 185(4157), 1124–1131. https://doi.org/10.1126/science.185.4157.1124
Cialdini, R. B. (2001). Influence: Science and practice (4th ed.). Allyn & Bacon.
Asch, S. E. (1951). Effects of group pressure upon the modification and distortion of judgments. In H. Guetzkow (Ed.), Groups, leadership, and men (pp. 177–190). Carnegie Press.
Bowlby, J. (1969). Attachment and loss: Vol. 1. Attachment. Hogarth Press.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kumar, V., & Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing, 80(4), 317–329. https://doi.org/10.1016/j.jretai.2004.10.007
Lee, N., & Broderick, A. J. (2007). The consumer experience: A critical review. Journal of Consumer Research, 34(6), 728–746. https://doi.org/10.1086/522901
Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Free Press.
We Digital Uzbekistan. (2023). Company website and project reports. Retrieved from https://www.wedigital.uz
MA’NO Branding Marketing. (2024). Brand experience projects and strategic analyses. Retrieved from https://www.manobrand.uz
Article Statistics
Downloads
Copyright License
This work is licensed under a Creative Commons Attribution 4.0 International License.