Can brand experience increase customer contribution: How to create effective sustainable touchpoints with customers?
2
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
In the digital era, there are several consumer touchpoints and some of them, such as word of mouth, occur even if they are not intended by the firms. Conversation among customers has become one of the most influential sources of information on purchase decisions. Favorable discussions amplify the brand’s equity, but negative discussions can damage the brand. Although customers’ conversations can be uncontrollable, firms may be able to influence the direction of the conversation by providing overwhelming product performance and/or postpurchase experiences. In other words, by providing appropriate brand experiences, firms aspire to achieve co-creation of brand value with customers. In this research, through questionnaires, we explore how to create effective and sustainable touchpoints with customers and how to identify the relevance between brand experience and customers’ contributions to the brand. This study examines the following two key research questions: Which touchpoints increase brand experience? Does brand experience have a positive impact on customers’ contributions?
Abstract
In the digital era, there are several consumer touchpoints and some of them, such as word of mouth, occur even if they are not intended by the firms. Conversation among customers has become one of the most influential sources of information on purchase decisions. Favorable discussions amplify the brand’s equity, but negative discussions can damage the brand. Although customers’ conversations can be uncontrollable, firms may be able to influence the direction of the conversation by providing overwhelming product performance and/or postpurchase experiences. In other words, by providing appropriate brand experiences, firms aspire to achieve co-creation of brand value with customers. In this research, through questionnaires, we explore how to create effective and sustainable touchpoints with customers and how to identify the relevance between brand experience and customers’ contributions to the brand. This study examines the following two key research questions: Which touchpoints increase brand experience? Does brand experience have a positive impact on customers’ contributions?
참고문헌 (11)
- Batra, B., "Integrating marketing communications : New findings, new lessons, and new ideas", Journal of Marketing, 80, pp.122~145 (2016)
- Brakus, J. J., "Brand experience: What is it? How is it measured? Does it affect loyalty?", Journal of Marketing, 73(3), pp.52~68 (2009)
- Duncan, T., "Principles of advertising & IMC" (2005), McGraw-Hill Companies
- Fuggetta, R., "Brand advocates: Turning enthusiastic customers into a powerful marketing force" (2012), John Wiley & Sons
- Kotler, P., "Marketing 4.0: Moving from traditional to digital" (2016), John Wiley & Sons
- Kumar, V., "A theory of customer valuation: Concepts, metrics, strategy, and implementation", Journal of Marketing, 82(1), pp.1~19 (2018)
- Nysveen, H., "Brand experiences in service organizations : Exploring the individual effects of brand experience dimensions", Journal of Brand Management, 20(5), pp.404~423 (2013)
- Ramaswamy, V., "The power of co-creation: Build it with them to boost growth, productivity, and profits" (2010), Simon & Schuster
- Schmitt, B. H., "Experiential marketing: How to get customers to sense, feel, think, act, relate" (1999), Simon and Schuster
- Schmitt, B. H., "The current state and future of brand experience", Journal of Brand Management, 21(9), pp.727~733 (2015)
- Zarantonello, L., "Development of the brand experience scale", Advances in Consumer Research, 34, pp.580~582 (2007)