8.11 Brand-Consumer Interaction

8.11.1 Brand Experience

(Brakus, Schmitt, and Zarantonello 2009) The brand experience is comprised of sensory, emotional, cognitive, and behavioral impressions and associated behaviors. Brand experience influences brand purchase and loyalty positively.

(Morgan-Thomas and Veloutsou 2013) Positive online experiences are determined by credibility and utility, resulting in gratification and the establishment of an online relationship.

(Zarantonello, Jedidi, and Schmitt 2013) Consumers place a higher value on brands’ functional communications in developing countries, but in developed markets, they place a higher value on brands’ experiential communications.

8.11.2 Brand Cocreation

(Fuchs et al. 2013) Cocreation does not improve brand attitudes or brand like in some categories (luxury categories).

(Fuchs, Prandelli, and Schreier 2010) Consumer empowerment and brand identity are both boosted through cocreation.

(Paharia and Swaminathan 2019) When compared to other customer categories, cocreation does not effectively increase brand liking for some consumer types (high power distance and conservative political orientation) (low power distance, liberal political orientation)

8.11.3 Brand Community

(Muniz and O’Guinn 2001) Oppositional brand loyalty asserts that support for one brand may occasionally be overshadowed by disdain or disapproval of another.

(Muñiz Jr. and Schau 2005) As customers readily appropriate and incorporate a well-known religious mythology into a brand they really adore, maybe even worship, religiosity can be related to brand community.

References

Brakus, J. Joško, Bernd H Schmitt, and Lia Zarantonello. 2009. “Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?” Journal of Marketing 73 (3): 52–68. https://doi.org/10.1509/jmkg.73.3.52.

Fuchs, Christoph, Emanuela Prandelli, and Martin Schreier. 2010. “The Psychological Effects of Empowerment Strategies on Consumers’ Product Demand.” Journal of Marketing 74 (1): 65–79. https://doi.org/10.1509/jmkg.74.1.65.

Fuchs, Christoph, Emanuela Prandelli, Martin Schreier, and Darren W. Dahl. 2013. “All That Is Users Might Not Be Gold: How Labeling Products as User Designed Backfires in the Context of Luxury Fashion Brands.” Journal of Marketing 77 (5): 75–91. https://doi.org/10.1509/jm.11.0330.

Morgan-Thomas, Anna, and Cleopatra Veloutsou. 2013. “Beyond Technology Acceptance: Brand Relationships and Online Brand Experience.” Journal of Business Research 66 (1): 21–27. https://doi.org/10.1016/j.jbusres.2011.07.019.

Muniz, Albert M., and Thomas C. O’Guinn. 2001. “Brand Community.” Journal of Consumer Research 27 (4): 412–32. https://doi.org/10.1086/319618.

Muñiz Jr., Albert M., and Hope Jensen Schau. 2005. “Religiosity in the Abandoned Apple Newton Brand Community.” Journal of Consumer Research 31 (4): 737–47. https://doi.org/10.1086/426607.

Paharia, Neeru, and Vanitha Swaminathan. 2019. “Who Is Wary of User Design? The Role of Power-Distance Beliefs in Preference for User-Designed Products.” Journal of Marketing 83 (3): 91–107. https://doi.org/10.1177/0022242919830412.

Zarantonello, Lia, Kamel Jedidi, and Bernd H. Schmitt. 2013. “Functional and Experiential Routes to Persuasion: An Analysis of Advertising in Emerging Versus Developed Markets.” International Journal of Research in Marketing 30 (1): 46–56. https://doi.org/10.1016/j.ijresmar.2012.09.001.