The effective role of experiential marketing in the differentiation of brands has been documented in both traditional and online services. The digital context of e-retailing makes it both a suitable platform for experiential consumption and an easily accessible shopping method across cultures. In spite of this, investigation of the impacts of cultural differences on the desire for experiential benefits has been very limited in the e-retailing literature. Using Hofstede's (2001) cultural dimensions, this article studies how two student samples of North American and Chinese customers react differently to the experiential values offered on the websites of e-retailing services. The findings support our hypotheses and suggest that offering experiential values on a company's website is more influential for North American than for Chinese customers. More specifically, the influences of experiential values on site involvement and customers' patronage intentions are stronger for North Americans than for Chinese visitors. On the other hand, the impacts of site involvement on site attitudes and the influence of site attitudes on patronage intentions are stronger for Chinese compared with North American customers.
Purpose – This study aims to demonstrate the importance of the newly developed concept of social currency as an antecedent of brand experience in the context of cosmetics consumption. In other words, the authors suggest that social currency could act as a brand experience provider. Design/methodology/approach – Data collection was made through a paper and pencil survey. The sample consisted mostly of undergraduate and graduate students recruited on a voluntary basis at a large northeastern university. Self-administered questionnaires were filled by 373 participants, who were instructed to think about their favourite brand when it comes to buying cosmetic products for themselves. Findings – Results showed that social currency positively impacts all four dimensions of brand experience, i.e. sensory, affective, behavioural and intellectual experiences. The findings also suggest that conversation, advocacy and affiliation are the three significant dimensions of social currency when it comes to the consumption of cosmetics. Originality/value – This study reveals, for the first time, how the concept of social currency could enhance a fundamental component of brand equity, i.e. brand experience. Another important contribution of this research is the establishment of higher levels of validity for the newly developed concept of social currency. This study would also contribute to the investigation of brand experience antecedents, which have been little addressed in the literature on the emerging paradigm of experiential marketing.
Purpose This paper aims to explore and compare the roles of brand’s experiential and transformational benefits in formation of consumer-brand relationships. Focusing on cosmetics consumption, the study investigates how brand’s experiential benefits (brand experience) and transformational benefits (self-esteem and self-expression) could impact the strength of consumer-brand relationships. Design/methodology/approach Data analysis was performed using structural equation modeling technique. The sample consisted of 373 university students, who completed self-administered questionnaires. Findings Results show that brand experience and self-expression have significant positive impacts on consumer-brand relationships. Brand experience plays a more important role, compared with transformational benefits, in this process. Theoretical and managerial implications are discussed. Research limitations/implications Future research could study possible transformative experiences across various industries. It could also use a more divergent sample that better represents general population. Originality/value This study is among the first in the literature to investigate the impacts of emerging sources of brand value, i.e. experiential and transformational benefits, in formation of strong consumer-brand relationships. It is also among the first to compare the predictive power of those two types of benefits in shaping brand-related outcomes.
This study investigates how the type of offer sold online (goods vs. services) moderates the relationships between perceived experiential values and customers' attitudes towards the website. A sample of 107 e-shoppers of services and 110 e-shoppers of physical goods responded to a survey on their most recent e-shopping experiences. Results support the majority of hypotheses. It was found that although offering experiential values on the site improves customers' attitudes for both physical goods and services websites, the impact is much stronger in the case of services. Theoretical and managerial contributions are discussed.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
customersupport@researchsolutions.com
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Copyright © 2025 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.