[pt] Consumidores que se identificam como tendo menos poder em relação a outros indivíduos, em determinada situação social, tendem a engajar-se em alguma forma de consumo compensatório, para eliminar a sensação aversiva (RUCKER; GALINSKY, 2008). Baseado em evidências na literatura de que um estado psico-lógico de baixo poder aumenta o desejo de adquirir produtos relacionados a status, este estudo tem como propósito verificar se experiências de consumo que conferem de status, como vencer uma corrida de rua, podem ser forma de consumo compensatório para indivíduos em estado de baixo poder. Ademais, este efeito compensatório deve ser mais intenso para eventos de corrida prestigiados. Medindo os estados de alto e de baixo poder por manipulação episódica e por classe social conforme o Critério Brasil (ABEP) e o valor atribuído para a experiência por horas de treinamento, três estudos são realizados. O Estudo 1 com 304 corredores testa a hipótese de compensação para indivíduos em estado de baixo poder. O Estudo 2, com 247 corredores, refina o Estudo 1, utilizando como variável de controle o nível de treinamento dos corredores amadores, em linha com o modelo PCM. O Estudo 3, com 312 corredores, testa o processo compensatório em corri-das de alto e de baixo prestígio. Os resultados obtidos não permitem considerar que experiências de vencer possam ser forma de consumo compensatório. Por outro lado, foi observado maior valor atribuído para a experiência de vencer por corredores em estado de alto poder relativamente aos corredores em estado de baixo poder. Pesquisas futuras são necessárias para investigar as motivações dos corredores em estado de alto poder. Como contribuição, este estudo permite um novo olhar para consumo de atividades esportivas, ao considerar a influência dos estados de poder nas decisões de consumo. / [en] Consumers who identify themselves as having less power in relation to other individuals in a given social situation tend to engage in some form of compensatory consumption to eliminate aversive feelings (RUCKER; GALINSKY, 2008). Based on the literature evidence that a low-power psychological state increases the desire to acquire status-related products, this study aims to verify how status-related consumption experiences, such as winning a running event, may be a form of compensatory consumption for low-power individuals. In addition, it is expected that this compensatory effect should be more intense for high prestige running events when compared to low prestige events. Three studies were conducted measuring the states of high and low-power by episodic manipulation and by social class according to the Critério Brasil (ABEP), and the allocation of resources by hours of training. Study 1, with 304 runners, tests the hypothesis of compensation for low-power individuals. Study 2, with 247 runners, refines Study 1, using the level of training of amateur runners as a control variable, in line with the PCM model. Study 3, with 312 runners, tests the compensatory process for both high and low prestige events. The results obtained suggest that the experience of winning might not necessarily be a form of compensatory consumption. Nevertheless, runners in a state of high power demonstrated a greater allocation of resources than those in a low state of power. Therefore, future research is needed to investigate the motivations of individuals in a state of high power. As a contribution, this study offers a new perspective on the phenomenon of running events through the influence of states of power.

Submitted by Irene Nascimento (irene.kessia@ufpe.br) on 2017-03-16T16:04:40Z No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Tese_CRISTIANE_COSTA.pdf: 2658257 bytes, checksum: d0a15cebd533ef0c1cea43152827dab7 (MD5) / Made available in DSpace on 2017-03-16T16:04:40Z (GMT). No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Tese_CRISTIANE_COSTA.pdf: 2658257 bytes, checksum: d0a15cebd533ef0c1cea43152827dab7 (MD5) Previous issue date: 2015-06-29 / A presente investigação tem como objetivo compreender a relação entre a co-criação e a imagem de sustentabilidade do destino a partir da interpretação (utilitária/hedônica) das experiências vividas pelo consumidor. A tese enfatiza que quando os consumidores participam da construção da experiência pelo comportamento de co-criação, se envolvem em práticas de sustentabilidade, que influenciam na avaliação da experiência e, por consequência, na imagem da sustentabilidade do local. Parte-se do referencial de que as experiências podem ser definidas como utilitárias, no qual ocorre as deliberações racionais, e hedônicas, que geram respostas emocionais, e a sustentabilidade no turismo representada pelo cluster turístico criativo, em virtudes da preservação dos elementos culturais e patrimoniais existentes. Adicionalmente, considera-se como atividades co-criadas aquelas que contemplam a participação do turista na construção da experiência e como imagem do destino a formada ao fim dessa experiência. A pesquisa teve como base epistemológica o interpretativismo e se utilizou como método central a análise do discurso, no nível semântico-pragmático. A coleta de dados contemplou entrevistas individuais em profundidade com os turistas do sítio histórico de Olinda, definido como cluster turístico criativo nesta pesquisa, e a observação direta, considerando as interações ocorridas no Alto da Sé com os artesãos e artistas nos momentos de consumo, a participação nos grupos de dança e música folclóricas e a visitação ao museu. Os resultados do estudo indicam que os consumidores que desempenharam comportamentos de co-criação reconheceram mais aspectos relacionados a sustentabilidade na definição da imagem do ambiente de visita ao comparar com os que não estavam interessados em uma maior interação durante suas atividades de consumo. Adicionalmente, os fatores apresentados nos relatos para definir a imagem da sustentabilidade foram os mesmos utilizados na interpretação da experiência como hedônica. Isso leva ao pensamento de que o engajamento proporcionado pelo comportamento de co-criação levou o indivíduo a observar as práticas de sustentabilidade como um componente importante para a formação de suas experiências hedônicas, mesmo que inconscientemente. / The purpose of this thesis is to understand the relation between co-criation behaviour and destination image of sustainability from the experience consumption interpretation (utilitarian/hedonic). The analytical approach followed places emphasis that when consumers participate in the construction of experience by co-creating behavior, engage in sustainable practices, which influence the assessment of the experience and therefore the destanion image of the sustainability. The theoric framework exposes that the experiences can be defined as utilitarian, which is rational result, and hedonic, that generate emotional responses, and creative touristic clusters represent destinations that develops sustainability in tourism, because there are cultural and heritage elements. In addition, it is considered as co-created the activities that include the participation of tourists at the time of delivery of the service and the image of the destination is definied by tourist at the end of touristic activity. The research is epistemologically based on the interpretive paradigm and uses the discourse analysis as the main method, in a semantic-pragmatic level. Data collection includes interviews with Olinda historical area’ consumers, considered criative touristic cluster in this study, and the direct observation during consumer interaction with Craftsmen and their handcraft, folk dance and music groups and the visits to museum in Alto da Sé. The study results indicate that consumers who played co-creating behaviors recognized more aspects related to sustainability in defining the destination image of sustainability by comparing with those who were not interested in more interaction during their consumption activities. In addition, the factors set forth in reports to define the image of sustainability were the same used in the interpretation of experience as hedonic. This leads to the thought that the engagement provided by co-creating behavior led the individual to observe the sustainability practices as an important component for the formation of their hedonic experiences, even if unconsciously.

The aim of this study is to investigate the interrelationships between place and taste through a multi-sited ethnography of music consumption. Place and taste are important theoretical constructs that have been studied extensively across the humanities and social sciences. Yet, there is a scarcity of research that attempts to bring together these constructs in the fields of marketing and consumer research and beyond. In particular, prior consumer culture theory (CCT) research has not taken into account the spatial processes through which consumers enact, perform and further develop their tastes in the market place. More significantly, little empirical research illustrates how different consumption spaces tend to orchestrate and shape consumers’ tastes. As such, this study focuses on the context of music consumption and aims to explore spatial taste formation processes via consumers’ aesthetic experiences in popular (festival) and classical (concert hall) music places within the fields of indie and classical music consumption respectively. The emergent findings are structured upon four chapters (papers) and develop specific research objectives which revolve around the overarching aim of the study, namely the exploration of the interrelationships between place and taste. This study brings together both structural and experiential dimensions of taste and highlights the ontological significance of phenomenological understandings of space and place for marketing and consumer research.

Ces dernières années, de nombreux travaux académiques et managériaux ont souligné l‘intérêt d‘impliquer des consommateurs dans la conception de l‘offre des entreprises. Cette approche, qui fait l‘objet du premier chapitre de ce travail doctoral, conduit inévitablement à se poser la question suivante : les entreprises qui mettent en oeuvre ce type d‘action ont-elles intérêt à informer les consommateurs « spectateurs » qu‘une offre a été co-créée avec des pairs consommateurs ? La méthodologie expérimentale dans le domaine de l‘alimentaire a été privilégiée. Une méthode d‘achat réel de mesure du consentement à payer a été complétée par une approche par la valeur perçue. En outre, il a été introduit une expérience de consommation. Les résultats soulignent que l‘information est valorisée par les consommateurs en situation de première exposition. L‘information a une influence positive sur la valeur perçue du produit et les composantes émotionnelles et utilitaires du produit. Le consentement à payer suit la tendance prévue : les répondants accordant en moyenne un prix supérieur au produit conçu avec les consommateurs par rapport au produit conçu uniquement par l‘entreprise. En revanche, aucun effet n‘a été observé après expérience de consommation. Cette recherche souligne qu‘il est pertinent de communiquer cette information lors du lancement d‘un nouveau produit, même si elle ne produit aucun effet sur l‘expérience de consommation. A l‘issue de ce travail doctoral, les contributions théoriques permettant d‘éclairer la littérature sur les effets de cette information sont soulignées. Des contributions managériales sont également formulées à l‘attention des praticiens du marketing. / Last years, many academic and managerial studies stressed the importance of involving users in the design of new products. This focus, which is the subject of the first chapter of this doctoral work, inevitably raises the following questions: Do the companies, which implements this type of process, have an interest in informing passive consumers that their offering was co-created with their counterparts? An experimental methodology in the food sector was implemented. A real purchasing method to measure the willingness to pay (BDM protocol) has been supplemented through a multidimensional approach of perceived value. In addition, a consumption experience was introduced in this study. The results highlight that consumers at first exposure value the information. The information has a positive influence on the perceived value through the emotional components and utilitarian product outcomes. The willingness to pay follows the expected trend: respondents are willing to pay more for a product labelled designed with consumers than for the product designed solely by the company. In contrast, no effect was observed after the consumption experience. This research underlines the relevance of communicating this information when launching a new product, even if it has no effect on the consumption experience. At the end of this doctoral work, theoretical contributions to illuminate the literature on the effects of this information are highlighted. Managerial contributions are also made to the attention of marketing practitioners.

[pt] A economia criativa gera em torno de 3 porcento do PIB mundial e 1 porcento dos empregos da população economicamente ativa, segundo pesquisa da UNESCO em 2015. Das indústrias que compõem a área, o subsetor Performing Arts, na qual a dança está inserida, se destaca como maior fonte de renda para EUA, Austrália, Rússia e China. No Brasil, o investimento no segmento de dança ainda é embrionário e com baixa expressividade. Neste contexto, a dança, que se profissionalizou há quase 200 anos com o ballet clássico, busca formas de atrair e manter o público, sendo a comunicação de marketing ferramenta fundamental, principalmente por meio dos significados transferidos ao consumo e das experiências de consumo representadas nos discursos. Este trabalho identifica as aproximações e os afastamentos nos significados de consumo enunciados nos discursos dos consumidores de espetáculos de dança e na comunicação de marketing das companhias de dança. Para tal, foi realizada análise, por meio do ferramental teórico-metodológico da semiótica discursiva de linha francesa, de 61 cartazes, 46 sinopses, 5 sites institucionais e de entrevistas com 10 espectadores frequentes de dança clássica e contemporânea. Foram encontradas seis temáticas diferentes em cada discurso. Para evidenciar os significados de consumo encontrados em cada um deles foi utilizada a axiologia do consumo proposta por Floch (1991). Os resultados da pesquisa, que podem subsidiar decisões gerenciais dos administradores das companhias de dança, indicam certo afastamento nas valorizações crítica, prática e utópica e a aproximação na valorização lúdica dos espetáculos. / [en] The Creative Economy generates about 3 percent of world GDP and 1 percent of jobs of the economically active population, according to a 2015 UNESCO s research. From the industries that compose this economy sector, the Performing Arts subsector, in which dance is embedded, stands out as the largest source of income for USA, Australia, Russia and China. In Brazil, investments in the dance segment is still embryonic and low expressiveness. In this context, dance, which has been professionalized for almost 200 years with classical ballet, seeks ways to attract and keep the public. For that, marketing communication is fundamental, mainly through the meanings transferred to consumption and the consumption experiences represented in its discourse. This work identifies the approximations and deviations in the consumption meanings enunciated in the discourses of the consumers of dance performances and in the marketing communication of the dance companies. For that, 61 posters, 46 synopses, 5 institutional sites and interviews with 10 frequent audience members of classical and contemporary dance was analyzed based on the theoretical-methodological tool of the French discursive semiotics. Six different themes were found in each discourse. The consumption axiology proposed by Floch (1991) was used to show the meanings of consumption found in each of them. The results of the research, which may support managerial decisions of dance company managers, indicate a certain distance from critical, practical and utopian valuations and an approximation in the ludic valuation of dance performances.

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No. of bitstreams: 1 68080200034.pdf: 714568 bytes, checksum: 57fa608cba1a8511bea3834c6b143ce4 (MD5) Previous issue date: 2010-12-01 / To increase the knowledge of what effectively contributes towards the occurrence of successful interactions between websites and online consumers, more specifically in the growing market of virtual worlds, is a relevant issue for researchers and business administration professionals. We are living in a new consumption culture era, where consumption experience gains relevance. Online games, played in virtual worlds, are very appropriate illustrations to represent the emergence of Experience Marketing, characteristic of this era. Virtual Worlds, like Second Life, can be classified as 'experience worlds', and one of their main characteristics is the existence of virtual communities. Interaction among users and social relationships are elementary for the consumption experience enrichment in virtual worlds. The flow theory is one of the most utilized constructs to understand the consumer’s behavior in the Internet, and one way to define the nature of consumption experiences in the Internet. This model (witch has been utilized and improved during the last 14 years) can be used in order to define and measure the consumption experience in the Internet. Participating in virtual communities may be one of the factors that enrich the consumption experience in virtual worlds, perceived by flow. The objective of this dissertation is to understand if the participation in virtual communities enhances the consumption experience in social virtual worlds, especially in the Second Life, based on the flow concept. The study object was the Second Life virtual communities, during the research period that occurred between the end of July and the beginning of November 2010. In order to perform the field research, empiric and exploratory, the netnography (virtual ethnography) methodology was utilized, descriptive by definition, as a way to reach the proposed objective. Netnography is a strict and systematic adaptation of ethnography specifically modified for the behavior contingencies and the online interaction, that is, to the study of virtual communities. Research activities were undertaken with participative observation, which is with the participation, by the researcher, in the dayby-day Second Life virtual world that he, as a newcomer, fully experienced the consumption experience itself. The present dissertation is the result of the researcher’s engagement in an immersion in the Second Life virtual communities. The conclusion was that the consumption experience in virtual worlds is enriched by the participation in virtual communities. Flow – noted by the telepresence (immersion), loss of time notion, involvement, pleasure, and entertainment – is a sensation that can be considered as typical and frequent in virtual worlds, and enhanced by the participation in virtual communities. Participation in virtual communities enables the users to fully experience a rich experience that is active, responsive, interactive, and participative, which enhances the consumption experience in virtual communities. / Incrementar o conhecimento sobre o que contribui efetivamente para que ocorram interações bem sucedidas entre websites e os consumidores online, mais especificamente no mercado crescente dos mundos virtuais, é um assunto relevante para os pesquisadores e profissionais de administração de empresas. Vivemos em uma nova etapa da cultura do consumo, onde a experiência de consumo ganha relevância. Os jogos online, ambientados em mundos virtuais, são ilustrações muito apropriadas para representar a emergência do Marketing de Experiência, característico desta etapa. Os mundos virtuais, como o Second Life, podem ser classificados como 'mundos de experiência', e uma das suas principais características é a existência de comunidades virtuais. A interação entre usuários e o relacionamento social é fundamental para o enriquecimento da experiência de consumo nos mundos virtuais. A teoria da fluidez é um dos constructos mais utilizados para entender o comportamento do consumidor na internet e uma das formas de definir a natureza de experiências de consumo na internet. A utilização deste modelo (que vem sendo utilizado e aprimorado nos últimos 14 anos) é aconselhada para definir e medir a experiência de consumo na internet. A participação em comunidades virtuais pode ser um dos fatores que enriquecem a experiência de consumo nos mundos virtuais, percebida pela fluidez. O objetivo desta dissertação é entender se a participação em comunidades virtuais potencializa a experiência de consumo em mundos virtuais sociais, em especial no Second Life, tomando como base o conceito da fluidez. O objeto de estudo foram as comunidades virtuais do Second Life, durante o período da pesquisa que ocorreu entre o final de julho e o início de novembro de 2010. Para fazer a pesquisa de campo, empírica e exploratória, foi utilizada a metodologia da netnografia (etnografia virtual), descritiva por definição, como forma de atingir o objetivo proposto. Netnografia é a rigorosa e sistemática adaptação da etnografia especificamente alterada para as contingências do comportamento e interação online, isto é, ao estudo das comunidades virtuais. As atividades de pesquisa foram realizadas com observação participativa, isto é, com a participação, pelo pesquisador, no cotidiano do mundo virtual Second Life, que vivenciou, como um novato, a experiência de consumo em si. A dissertação aqui apresentada é o resultado do engajamento do pesquisador em uma imersão nas comunidades virtuais do Second Life. Foi concluído que experiência de consumo nos mundos virtuais é enriquecida pela participação em comunidades virtuais. A fluidez – percebida pela telepresença (imersão), perda de noção de tempo, envolvimento, prazer e diversão – é uma sensação que pode ser considerada típica e freqüente dos mundos virtuais e potencializada pela participação em comunidades virtuais. A participação em comunidades virtuais permite que os usuários vivenciem uma experiência rica, que seja ativa, responsiva, interativa e participativa, o que potencializa a experiência de consumo nos mundos virtuais.

Abstract This study examines the formation of brand loyalty and disloyalty behaviours among consumers of short life-cycle technology products. Today, the life cycle of technology products have become shortened due to rapid pace of innovation leading to introduction of new and innovative products at shortened intervals. Such technological changes create a dynamic market, induce uncertainties among the consumers in the usage leading to stress and anxiety and development of coping strategies to deal with such situations. This study attempts at an understanding of the formation of brand loyalty and brand disloyalty behaviours from the consumer’s lived consumption experiences. The importance of loyalty and disloyalty have long been recognized in marketing, by academic and practitioners alike and assumes even more salience in today’s highly dynamic and competitive market environment. This study adopts the qualitative approach based on a constructivist and interpretive perspective using narrative strategy of inquiry through semi-structured and open-ended interviews to bring forth the experiences and meanings emanating from the consumption narratives. A theoretical framework was developed and employed to aid in the analysis of the empirical data. Based on the lines of the theoretical framework, three different phases of consumption, pre-adoption, adoption and post-adoption were examined which brought forth rich details of consumption experiences and outcomes during each consumption phase. This study interestingly finds consumers to be more brand loyal than disloyal. This supports a school of thought which endorses the existence of brand loyalty and contradicts another school of thought which profess the decline of brand loyalty. The study also reveals the factors which cause brand loyalty, brand disloyalty, divided brand loyalty and no brand loyalty tendencies in the context of short life-cycle technology products providing insights to both practitioners and academics. And more interestingly, this study finds short life-cycle products influencing the brand disloyalty and divided brand loyalty tendencies significantly, if not most significantly. This is important in view of today’s highly changed, dynamic and competitive marketplace and in the context of short life-cycle technology products. / Tiivistelmä Tutkimuksessa tarkastellaan brändilojaaliuden ja -epälojaaliuden kehittymistä teknologiaintensiivisten kuluttajatuotteiden käyttäjien keskuudessa. Sellaisten tuotteiden käyttöikä on lyhentynyt uusien tuoteinnovaatioiden ja -ratkaisujen tullessa markkinoille yhä nopeammalla tahdilla. Teknologiamuutokset johtavat dynaamisiin markkinoihin ja samalla kuluttajien huoli ja pyrkimykset hoitaa tuotteiden valinta- ja käyttötilanteita kasvavat. Tutkimuksessa pyritään ymmärtämään ja tulkitsemaan brändilojaaliuden ja -epälojaaliuden muodostumiseen liittyviä tekijöitä. Se on yhä tärkeämpää paitsi tutkijoille, myös liiketoiminnan harjoittajille. Tutkimukseen otetaan konstruktiivinen mutta tulkitseva ote, perustuen kuluttajien kertomiin kokemuksiin, joita kerättiin sekä avoimilla että puoliavoimilla haastatteluilla. Hankittu narratiivinen tutkimusaineisto analysoitiin aiempien tutkimusten perusteella muodostetun teoreettisen viitekehyksen avulla niin, että tuotteen valinta, hankinta ja käyttö jaettiin kolmeen periaatteelliseen vaiheeseen. Ne ovat käyttöön omaksumista edeltävä, käytön omaksumisen ja käyttöön omaksumisen jälkeinen vaihe. Tutkimusaineistosta saatiin kehikon avulla analysoituna esille rikas tuotteen valintaan ja käyttöön liittyvä kulutuskokemusten joukko koskien brändilojaaliutta ja -epälojaaliutta. Tutkimuksen mielenkiintoinen tulos on, että kuluttajien brändilojaalius on suurempi kuin epälojaalius. Se vahvistaa näkemyksen, että brändilojaaliuden merkitys ei ole vähentynyt eikä etenkään loppunut. Tutkimuksesta tulee silti esiin myös tekijöitä, jotka vaikuttavat lojaaliuden ohella jakaantuneeseen lojaaliuteen tai lojaaliuden puuttumiseen lyhytikäisten kuluttajatuotteiden tapauksessa. Kaiken kaikkiaan tekijöiden jäsentäminen, näkyväksi tekeminen ja analysointi tarjoavat kiinnostavia näkemyksiä tutkijoille, liiketoiminnan harjoittajille ja muille tahoille. Erityisesti jakaantuneeseen lojaaliuteen ja epälojaaliuteen vaikuttavat tekijät ovat tärkeitä lyhytikäisille teknologiaintensiivisille kuluttajatuotteille, joiden markkinat ovat erittäin dynaamiset ja kilpaillut.

本研究旨在探討國內外符合體驗經濟時代的品牌，透過文獻回顧與探討，整理出一個可由消費體驗發展品牌的架構，並以此架構進行個案分析與檢視，提出研究發現，提供想要由消費體驗發展品牌的廠商，作為自我檢視品牌發展之用；同時，作為品牌操作之實務運作可依循的方向，強化品牌發展之路。 本研究使用質性研究的多個案研究方法，選擇選取了國內外各兩家消費體驗的代表品牌為研究對象，進行深度的訪談，分別為法藍瓷、王德傳、美體小舖與無印良品四個品牌；並同時蒐集相關的次級資料進行彙整，最後，透過本研究架構進行個案的分析與比較，以了解其公司如何從消費體驗發展品牌的經營之道，並彙整出研究發現。 本研究發現乃藉由「由消費體驗發展品牌的觀念架構」，指出互動過程可透過體驗行銷策略模型之實務操作形成客戶消費體驗；透過顧客關係管理實務建立長期的品牌關係，而衡量關係準則可藉由關係密度與關係活動了解關係品實質以調整品牌互動的方式；最終使顧客感受品牌精神。並透過四個成功案例分析與印證，彙整發現與結論如下: 1. 品牌精神乃品牌經營之根本，需具備「獨特、真實、談論性高」之特質。 2. 品牌關係可透過顧客關係管理之行銷操作，以會員經營與管理為主，可使品牌行銷更精準有效率。 3. 客戶體驗可透過Schmitt(1999)體驗行銷策略之運用，發現: 3-1.體驗類型，感官、情感、思考、行動與關聯並非獨立存在，而是互相影響。 3-2.體驗類型首重感官之視覺刺激誘發情感體驗 3-3.客戶體驗影響品牌與顧客關係 3-4.客戶體驗首重情境式體驗與圖像式溝通 3-5.對體驗媒介之產品呈現方式(品質、設計與包裝等)最為重視 3-6.共同建立品牌之聯合行銷的方式最為常用，以補足較少的廣告行銷預算。 4. 品牌精神、品牌關係與客戶體驗之相互關係 4-1.需以全面觀點規劃與設計，三者兼備，缺一不可。 4-2.三者關係需兼顧一致性與相互呼應 / The purpose of this research is to discuss the brand of Experience Economy at home and abroad. According to a literature review and research, we first developed a conceptual framework of brand development through consumption experience. Then, we analyzed and viewed successful cases based on this conceptual framework of brand development. Finally, we proposed findings. This research may help companies that want to develop brands through consumption to view brand development. At the same time, it is also a way to practice brand execution and may enhance brand development. In this research, we adopted a multi–case study method of qualitative research. We selected four brands at home and abroad in the case study: Franz, Wang De Chuan, the Body Shop, and MUJI. The analysis of these case brands was based on the primary material, which we obtained from in-depth interviews and from related secondary materials collected and archived from many ways. Finally, we analyzed and compared the four cases using this conceptual framework of brand development, and we made several discoveries. The study found that the interactive process can be applied in practice through the strategies of experiential marketing and can then be used to form customers’ consumption experiences, to develop long-term brand relationships through customer relationship management, to evaluate the relationship’s criteria through relationship activities, which can the be adjusted in brand-interactive manner; and to make the customer feel brand spirit finally. Above all else, we based our work on the conceptual framework of brand development through consumption experience. Below are the findings and conclusion from the analysis and proof of the four case studies: 1. Brand spirit is the base of brand development. It requires several features, such as unique, real, and intense discussion. 2. Brand relationships can let brand marketing be precise and effective through the practices of customer relationship management and member management. 3. Customer experience can be expressed through the strategies and execution of experiential marketing from Schmitt (1999). Below are discoveries: 3-1. An experience model describes the way we sense, feel, think, act, and relate. These reactions are independent but are interactive in their influence. 3-2. An experience model pays attention to stimulation from the sense of sight to induce feelings and experiences. 3-3. The customer experience affects the relationship between the brand and customer. 3-4. The customer experience emphasizes communication based on situation and picture. 3-5. Experience media emphasize product expression, e.g., quality, design, and packaging. 3-6. A marketing strategic alliance is usually used in order to keep a low budget for marketing. 4. What is the interactive relationship among brand spirit, brand relationship, and the customer’s experience? 4-1. The relationship of the three needs to be planned and designed using an indispensable overall concept. 4-2. The relationship of the three needs consistency to keep one another healthy.