Chair of Marketing

Focus in this empirical research is on the elements of impressive experience that influence consumers' decisions of whether to forward the online word-of-mouth messages or not. The results of the analysis, based on empirical data collected from a sample of 418 Estonian Internet users will be presented through an experience pyramid model. The model represents a tool for an ideal product design, which takes into account all the elements at all levels of a meaningful experience. As far as we know, no empirical research has been conducted on the aspect of consumer online behavior of that conception. The results of an Estonian consumer survey indicate that extraordinariness, contrast and meaningful experience of the brand messages are the essential elements.

""The online word-of-mouth is a powerful marketing force and social media present marketers both challenges and opportunities. Why online word-of-mouth takes place and how it is generated and shared is not fully known. This empirical article investigates the factors affecting Estonian consumers’ willingness to pass on commercial messages and to share online word-of-mouth information in a consumption context. First, an exploratory qualitative study was designed to determine consumer behavior in social media channels. As the next step, statistic evidence was collected for the online consumer behavior. The data were analyzed using the explorative factor analysis. The representative online survey sample consisted of the responses of 418 respondents. Based on the results of both studies, a consumer decision-making model was developed regarding to forwarding online word-of-mouth.

Keywords: online word-of-mouth (WOM) communication, consumer behavior, social media platforms, word-of-mouth (WOM) marketing, experience marketing
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This paper aims to access the lived reality of consumption and brands through the subjective
meanings and interpretative processes of consumers, exploring how they perceive the
journey from the first experience to a strong meaningful emotional bond with a brand. We
follow the logic of the experience pyramid model in analysing qualitative interviews with
brand evangelists, starting with the motivational level, moving on to the physical level where
the evangelist meets the brand, and further to the level of experience where, if appropriate,
the emotional bond with the brand manifests itself: for the customer, the brand has become
experiential with a singular meaning. The experience model proved a useful research tool
for understanding the consumer-brand relationship in depth. The study complements
experience marketing with insights regarding the meaning of brand-related experiences for
consumers, and enables marketers to understand the development of a strong emotional
bond between a brand and a consumer. In addition, the results of the study shed further light
on recognizing brand evangelists.

The current study investigates the consumers' perception of quality labels for Estonian food. Based on empirical findings from a representative population survey, this paper analyzes and discusses consumers' attitudes and the behavioural consequences towards two quality labels and related campaigns: the best Estonian foodstuff and the sign of national flag. The representative survey was fielded annually, at first in 2009 following in the years 2011-2015. Every wave comprises the answers of 1,000 Estonian inhabitants. Employing the same methodology over the time the current study achieves an understanding of development in consumer awareness the quality labels and the impact of those labels on the purchasing behaviour. The paper enables to estimate the effectiveness of launching quality labels for foodstuffs and concludes that the labels serve their purposes.

This article investigates how the Estonian consumers endorse the idea of Fair Trade (FT) and understand the principles of social responsibility. The article is based on a study on Fair Trade and social responsibility conducted in 2014. The study examined the consumers' attitudes and beliefs associated with FT and local Estonian agricultural production. The article aims to compare if there are any difference in the beliefs and attitudes among the Estonian consumers towards supporting local farmers and producers versus supporting the FT ideas which benefit the farmers and producers from the Global South. The authors fully recognise that there is no competition among these two groups per se, but the perception exists in the minds of the consumers. The respondents of the nationwide representative sample (n = 1,007) evaluated the responsibility of different economic agents such as public sector, retailers, suppliers, producers, and consumers. Most of the respondents regarded the principle of social responsibility as giving the priority to local Estonian agricultural production. The Estonian consumers tend to be sceptical about the benefits of FT or the workers and farmers from the developing countries. The awareness and knowledge about FT ideas is not high.

Gaining understanding about customers’ mindset and information on their experiences is a precondition for the formulation of an effective country branding strategy. What potential tourists might learn and how they can be made to feel about a place can help small and not very well-known countries compete with bigger and more popular tourist destinations. The article focuses on the effectiveness of Brand
Estonia and claims that it is still a challenge, despite  the existence of an ongoing strategy. It also favors the revision of the brand identity selection and the promotion of Estonian brand, and supports a customer-based approach for their assessment. Documentary and empirical evidence show that the image of Estonia among its most important target audiences in the field of tourism does not match the Estonian brand identity. The gap in-between was evidenced by the results and content analysis of 24 in-depth interviews made with a selected group of people well acquainted with the country as well as some branding experts. This article contributes to the existing case study literature with findings that also manifest opportunities to strengthen the country brand, if its formulation develops a realistic brand identity and its promotion is based on accurate, unique and appealing ideas. It proposes academic support to innovative or alternative concepts for the country branding, and comments on applications of this study to more specific fields and further research.

Country branding activities are driven by the need for differentiation and for this purpose
experience marketing could become an efficient tool to sustain competitiveness in tourism,
particularly in the case of small countries. This article advances the theoretical understanding
in the field by proposing a conceptual model explaining the interconnections between
experience marketing, country branding, authentic experiences, and image. Semi-structured
interviews were conducted with foreigners and branding experts closely acquainted with
Estonia. The methodological approach included qualitative content analysis and the use of
secondary data. A categorization system of country-based experiences was created and then
compared with the current official marketing strategies. In addition, the findings show the
Estonian experiences that are perceived as most authentic, and recommend the use of
experience marketing based on research from the cognitive, affective, and conative
perspectives. This research could assist countries in brand management by emphasizing the
need for comprehensive analysis of experience marketing in country branding.