A THEORETICAL EXPLORATION OF THE RELATIONSHIP BETWEEN USER EXPERIENCE, CUSTOMER EXPERIENCE AND BRAND EQUITY

Résumé

Recently, we can observe that new trends and changes in consumer behavior have meant that consumers are beginning to opt for products that give them positive and memorable experiences, all efforts are made to boost the value of the brand and all that is associated with it

This new mode of product interaction generates experiences. While at the same time, consumer association and loyalty to a company's brand are growingly dependent on its experience value.". This paper aims to examine the relationship between user experience, customer experience, and brand equity in literature. this research draws belong to the field of two disciplines, including human-computer interaction and marketing, Both of these disciplines are essential to understand the relationship of user experience, customer experience and brand equity. By combining these two fields, this research provides a unique perspective on how companies can optimize their user and customer experience to strengthen their brand equity. This article aims to conduct a narrative documentary analysis on the theoretical relationship between user experience, customer experience, and brand capital. It makes a significant contribution to the understanding of the impact of these concepts on a company's performance. Furthermore, the article highlights the synergies that exist between these different concepts, and the importance of considering them in a comprehensive approach to brand management.