Can brand experience increase customer contribution: How to create effective sustainable touchpoints with customers?

Aoki, Kei; Obeng, Efua; Borders, Aberdeen Leila; Lester, Deborah

doi:10.1080/21639159.2018.1551728

Cited by 22 publications

(13 citation statements)

References 5 publications

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“…The more touchpoints in the service process, the more complicated and necessary for companies to map customer journeys (Richardson, 2010). The approach is effective in identifying critical satisfying moments and revealing problematic incoherence in the service process (Aoki, Obeng, Borders, & Lester, 2019;Rawson et al, 2013). It provides a dynamic view of customer needs and uncovers customer expectations hidden inside customer data (Bhide, Negi, Subramaniam, & Gupta, 2009).…”

Section: Service Mappingmentioning

confidence: 99%

Going on a journey: A review of the customer journey literature

Tueanrat

Alamanos

Papagiannidis

2021

Journal of Business Research

178

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Section: Service Mappingmentioning

confidence: 99%

Going on a journey: A review of the customer journey literature

Tueanrat

Alamanos

Papagiannidis

2021

Journal of Business Research

178

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“…The purchase intention is influenced by the quality of service provided by the brand or by whether a product meets consumer requirements and will also be affected by marketing efforts (Kim and Park, 2013). The application of flow experience in marketing mediates brand attitudes, purchase intentions and other emotional responses (Hoffman and Novak, 1996;Aoki et al, 2019). In the virtual or network environment, immersion in a behavioral experience can elicit real feelings in consumers, affecting their emotional and behavioral responses.…”

Section: Augmented Reality (Ar) App Usementioning

confidence: 99%

Augmented reality (AR) app use in the beauty product industry and consumer purchase intention

Ko¹,

Wang

2021

APJML

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PurposeDue to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness and exploratory behavior), decision comfort and purchase intention moderated by different levels of consumer characteristics (individualism and fashion innovativeness).Design/methodology/approachThis study set up a research model based on SOR model. The study used AR mobile app named “Youcam Makeup” as stimulus to do the questionnaire survey. First, the authors describe the way to use this AR mobile app and make sure each participant experience this app for about 5 min to understand AR well and finally, finished the questionnaire. SPSS and AMOS were used to do data analysis.FindingsThe results of this study showed that first, in the field of fashion and beauty makeup, compared with the ability to control or modify virtual contents – the perception of vividness, reality and aesthetics – are more relevant to consumers. Second, besides the playfulness that AR provides, AR technology can also encourage exploratory behavior in consumers, which will directly affect their intention to purchase. Finally, when using mobile AR technology, consumers with different levels of individualism or fashion innovativeness will gain different perceptions of their purchase intention.Research limitations/implicationsFirst, the study targets millennial female consumers. The future studies can be conducted on consumers of different age groups. Second, the sampling of this study is insufficient; if it had more samples, the results would be more accurate. Finally, AR is integrated into people's lives; therefore, to not be limited to millennial consumers, demographic characteristics need to be applied to future research.Practical implicationsThis study provides a theoretical basis for marketers to formulate marketing strategies. First of all, marketers can use this technology to provide consumers with a more vivid and specific online shopping experience. Second, technical developers can focus on developing the features of AR with the strongest consumer perception based on the results of this study. Finally, this study researched consumer traits that can deepen understanding of both emerging technologies and consumer behavior as compared to research only on mobile AR services. Marketers need to understand the characteristics of consumers when making marketing plans and expand the characteristics of AR technology corresponding to the characteristics of consumers to attract consumers with different attributes.Social implicationsBy using interactive technology, the brand can be closer to consumers and provide help and fun for consumers when they consume online. AR can also lead to future tool reuse behavior, thus establishing long-term relationships with consumers. More than that, AR can be used with the mobile phone, which can be used anytime and anywhere, eliminating space and time constraints. Therefore, the brand can establish cheap and extensive technology as a marketing strategy. Also, it can become one of the most common marketing tools.Originality/valueThis research fills the gap in the literature on mobile AR technology in the beauty industry. Such knowledge will not only facilitate the online development of brands but also help support retailers' development in the beauty industry, providing necessary capabilities for the expansion and application of this new technology. With regard to marketing strategies, the study on consumer characteristic provides the knowledge foundation for marketers to create marketing strategies, which is easier for them to formulate marketing schemes favorable to the brand for varying consumers.

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“…While integrating CSR initiatives, incongruence between a brand's CSR marketing efforts and consumers' existing brand schema influences their attitude toward the brand (Arbouw et al , 2019). This indicates that when consumers perceive CSR activities that are aligned with the positive perceptions toward the brand, they tend to evaluate the brand favorably (Aoki et al , 2019; Han et al , 2017).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…A recent survey reveals that the majority of Gen Z consumers like to purchase sustainable brands and they are willing to pay 10% more for sustainable products (Petro, 2020). To align with the consumer’s desire to purchase sustainable products, an increasing number of fashion brands advertise their efforts in sustainability and corporate social responsibility (CSR) (Aoki et al , 2019). The growing consumer concern about CSR and sustainability issues have made fashion brands engage in CSR activities.…”

Section: Introductionmentioning

confidence: 99%

CSR ads matter to luxury fashion brands: a construal level approach to understand Gen Z consumers' eWOM on social media

Youn

Cho

2021

JFMM

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PurposeThe purpose of this study is to examine the interaction effect of perceived psychological distance toward the luxury brand and construal level of the CSR ad content on young consumers' perceptions toward the CSR ad (i.e. ad-brand congruency and perceived trust on CSR ad). This study also investigates the mediation effects of ad-brand congruency and trust on electronic word-of-mouth (eWOM) intention on social media.Design/methodology/approachA two (low vs great psychological distance) by two (low vs high construal level) between-subjects experimental study is conducted with samples of social media users (n = 570) in the United States. Participants were randomly assigned to view one of the four CSR ads and instructed to respond to questions in the survey. The proposed hypotheses are tested using moderated serial mediation.FindingsThe interaction between psychological distance and construal level significantly influences ad-brand congruency. When participants view detailed information content (i.e. low construal level) with an accessible luxury brand (i.e. low psychological distance) in the CSR ad, they are more likely to perceive the ad is congruent with the brand compared to the CSR ad with abstract information content. There is no difference in ad-brand congruency for the aspiration luxury brand according to different content (i.e. low vs great construal level). Importantly, however, for both brands, the results reveal dual roles of the ad-brand congruency which increases eWOM intention directly and indirectly through trust. Findings confirm serial mediation effects of ad-brand congruency and CSR trust on the eWOM intention on social media.Originality/valueBy uncovering the interaction effect of psychological distance and construal level on ad-brand congruency, this study implicates how luxury fashion brands need to differently create CSR ad content. Our findings confirm dual ways of information processing that lead to positive engagement (i.e. eWOM) on social media, particularly among young consumers.

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Can brand experience increase customer contribution: How to create effective sustainable touchpoints with customers?

Cited by 22 publications

References 5 publications

Going on a journey: A review of the customer journey literature

Going on a journey: A review of the customer journey literature

Augmented reality (AR) app use in the beauty product industry and consumer purchase intention

CSR ads matter to luxury fashion brands: a construal level approach to understand Gen Z consumers' eWOM on social media

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