Abstract
Brand experience is frequently theorized as a set of fixed domain attributes, yet how consumption context reorganizes the structural priority of these domains remains largely unmeasured. This paper argues that brand experience is a contextually generated design phenomenon that cannot be adequately addressed through static frameworks or single-context evaluation. Focusing on chain coffee brands in Taiwan, we conceptualize dine-in and take-out as distinct behavioral ecologies and apply the Analytic Hierarchy Process (AHP) to construct comparable experiential hierarchies across both contexts. Our findings reveal divergent experiential logics—dine-in privileging environmental immersion, take-out foregrounding product reliability and service rhythm—and non-obvious sub-criteria priorities only quantitative weighting can expose, such as the disproportionate role of service efficiency over interpersonal warmth in take-out settings. We propose a scenario-driven brand experience model as a diagnostic tool, positioning design research as a mediator between experiential data and strategic action in responsible retail practice.
Keywords
Brand Experience; Scenario-Driven Design; Analytic Hierarchy Process (AHP); Experience Domains
DOI
https://doi.org/10.21606/drs.2026.577
Citation
Hsu, Y., Zeng, Y., and Tang, H. (2026) Constructing a scenario-driven model for contextual brand experience: The case of chain coffee brands, in Simeone, L., Gray, C. M., Verhoeven, A., de Götzen, A., Bakırlıoğlu, Y., Zohar, H., Stead, M., and Buwert, P. (eds.), DRS2026: Edinburgh, 8–12 June, Edinburgh, United Kingdom. https://doi.org/10.21606/drs.2026.577
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Included in
Constructing a scenario-driven model for contextual brand experience: The case of chain coffee brands
Brand experience is frequently theorized as a set of fixed domain attributes, yet how consumption context reorganizes the structural priority of these domains remains largely unmeasured. This paper argues that brand experience is a contextually generated design phenomenon that cannot be adequately addressed through static frameworks or single-context evaluation. Focusing on chain coffee brands in Taiwan, we conceptualize dine-in and take-out as distinct behavioral ecologies and apply the Analytic Hierarchy Process (AHP) to construct comparable experiential hierarchies across both contexts. Our findings reveal divergent experiential logics—dine-in privileging environmental immersion, take-out foregrounding product reliability and service rhythm—and non-obvious sub-criteria priorities only quantitative weighting can expose, such as the disproportionate role of service efficiency over interpersonal warmth in take-out settings. We propose a scenario-driven brand experience model as a diagnostic tool, positioning design research as a mediator between experiential data and strategic action in responsible retail practice.