Abstract
In recent years, with the rise of the "experiential marketing" concept, enhancing the consumer purchasing experience is a topic of significant discussion in both academia and industry. As a distinctive local specialty of Macau, local souvenirs brands suffer from severe homogenization, which diminishes consumer purchase intention. Furthermore, intense market competition and high operational costs pose significant challenges to brand operations. Improving the consumer experience in purchasing souvenirs stimulates purchase intention, thereby addressing the sales challenges that souvenir brands face. At present, sufficient research on how brand experience design influences the consumer shopping experience is lacking. From the perspective of the experience economy, this research analyzed literature and practical case studies on brand experience to gain an in-depth understanding of the status quo and existing problems within the Macau souvenir brand experience. The research data were collected through observation and qualitative interviews, thematic and case analysis were used to analyze and discussed the result. The research finds that the consumer shopping experience for Macau souvenir brands is primarily influenced by the store environment, packaging design, and interactive services. Themed experience design effectively enhances brand recognition and customer loyalty. The findings of this study assist designers and souvenirs brand operators in creating souvenir brand experiences that are better aligned with consumer preferences and market demands, providing guidance for the optimization and enhancement of the brand experience.
Keywords
Experience Economy; Brand Experience Design; Macau Souvenirs
DOI
https://doi.org/10.21606/iasdr.2025.240
Citation
Liu, K.,and Wang, W.(2025) Experience Economy Theory-Based Brand Design Research: Case studies of Macau Souvenirs, in Chang, C.-Y., and Hsu, Y. (eds.), IASDR 2025: Design Next, 02-05 December, Taiwan. https://doi.org/10.21606/iasdr.2025.240
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Track 11 - Culture and Craft Design for Regenerative Practices
Experience Economy Theory-Based Brand Design Research: Case studies of Macau Souvenirs
In recent years, with the rise of the "experiential marketing" concept, enhancing the consumer purchasing experience is a topic of significant discussion in both academia and industry. As a distinctive local specialty of Macau, local souvenirs brands suffer from severe homogenization, which diminishes consumer purchase intention. Furthermore, intense market competition and high operational costs pose significant challenges to brand operations. Improving the consumer experience in purchasing souvenirs stimulates purchase intention, thereby addressing the sales challenges that souvenir brands face. At present, sufficient research on how brand experience design influences the consumer shopping experience is lacking. From the perspective of the experience economy, this research analyzed literature and practical case studies on brand experience to gain an in-depth understanding of the status quo and existing problems within the Macau souvenir brand experience. The research data were collected through observation and qualitative interviews, thematic and case analysis were used to analyze and discussed the result. The research finds that the consumer shopping experience for Macau souvenir brands is primarily influenced by the store environment, packaging design, and interactive services. Themed experience design effectively enhances brand recognition and customer loyalty. The findings of this study assist designers and souvenirs brand operators in creating souvenir brand experiences that are better aligned with consumer preferences and market demands, providing guidance for the optimization and enhancement of the brand experience.