Conference Agenda

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.