Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies

Roggeveen, Anne L.; Grewal, Dhruv; Karsberg, John; Noble, Stephanie; Nordfält, Jens; Patrick, Vanessa M.; Schweiger, Elisa B.; Soysal, Gonca; Dillard, Annemarie; Cooper, Nora; Olson, Richard P.

doi:10.1016/j.jretai.2020.11.006

Cited by 82 publications

(50 citation statements)

References 70 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…With customer privacy concerns on the rise, SMEs that utilise conversational agents (chatbots) to encourage private data self-disclosure, such as customer related inquiries, have a competitive advantage in their local market (Roggeveen et al, 2021). Customer reviews and social media posts are examples of eWOM as a written form of user generated content that is often anonymous (Roggeveen et al, 2021), understanding if SMEs are encouraging online dialogue with their social media touchpoints can be essential if they are to remain competitive, especially as SMEs continue to be affected by technological changes such as dialogue automation and data content generated by artificial intelligence (Ramsey & McCole, 2005;Sharma, 2018;Stachowski, 2012;Virtanen et al, 2017). Therefore, dialogue marketing such as customer reviews on social media posts, email campaigns, word of mouth campaigns is another future research perspective in SMEs of PICs.…”

Section: Market Orientation Strategies Of Smes In Picsmentioning

confidence: 99%

Promoting SMEs in Pacific Island Countries Through Effective Marketing Strategies

Jayawardena

Boe²,

Rohoia³

et al. 2022

Journal of Electronic Commerce in Organizations

View full text Add to dashboard Cite

This study provides the first systematic review of the different marketing strategies used for promoting SMEs in Pacific Island Countries (PICs). Literature published in high-ranked management journals was reviewed in this area using PRISMA guidelines published between 2000 to 2020. The study identifies three major marketing communication strategies useful for SMEs in the PICs: digital marketing strategies, market orientation strategies and experience based marketing strategies. Further, this study includes a detailed future research agenda under these three major themes. The digital marketing strategies are divided further into social media marketing strategies, blogs, and company websites. Market orientation strategies were categorised as the role of infrastructure development and the role of innovation. The experience-based marketing is another marketing strategy to attract customers (Nair & Chelliah, 2012a). For example, it is identified through the literature that PICs can focus more on cultural festivals and cruise ship markets.

show abstract

Section: Market Orientation Strategies Of Smes In Picsmentioning

confidence: 99%

Promoting SMEs in Pacific Island Countries Through Effective Marketing Strategies

Jayawardena

Boe²,

Rohoia³

et al. 2022

Journal of Electronic Commerce in Organizations

View full text Add to dashboard Cite

show abstract

“…Finally, future research could also explore the management of brand emotionality across the many different social touchpoints now experienced by consumers online (Roggeveen et al 2021). Consumers have a wide variety of digital interactions with brands, including one-to-one (e.g., chat messages) or one-to-many (e.g., live video streams) experiences with brand representatives and even online chatbots powered by artificial intelligence.…”

Section: Future Researchmentioning

confidence: 99%

Emotional Expressions and Brand Status

Lee¹

2021

Journal of Marketing Research

View full text Add to dashboard Cite

This project investigates emotionality by brands on social media. First, we analyze a field dataset of over 200,000 text and images posts by brands across two major platforms. Using recent automated text analysis (Study 1a) and computer vision methods (Studies 1b and 1c), we provide initial documentation of a negative relationship between brand emotionality and status. Exploring this relationship further, in Studies 2, 3, and 4, we find that brands can leverage this association, reducing emotionality in brand communications to increase perceived brand status. This strategy is effective because reduced emotionality is associated with high-status communication norms, which evoke high-status reference groups. This finding is moderated by the status context of the brand (Study 2) and the product type (Study 4).

show abstract

“…Understanding sensory brand experience (SBE) is fundamental to successful brand management as well as to scholars, as a superior sensory experience is crucial for brands to engage customers, forging meaningful consumer-brand relationships and increasing brand competitiveness (Elder and Krishna, 2021;Roggeveen et al, 2021). Euromonitor International (2021) states that over half of global consumers shop in stores that have engaging sensory experiences.…”

Section: Introductionmentioning

confidence: 99%

Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences

Zha

Foroudi

Melewar

et al. 2022

QMR

View full text Add to dashboard Cite

Purpose This paper aims to develop an integrative framework based on a convergence of embodiment, ecological and phenomenological theoretical perspectives to explain the multiple processes involved in the consumers’ mining, processing and application of brand-related sensory data through a sensory brand experience (SBE). Design/methodology/approach This research adopts a qualitative method by using face-to-face in-depth interviews (retail managers and customers) and focus group interviews (actual customers) with 34 respondents to investigate SBEs in the context of Chinese shopping malls. Findings Results show that the brand data mined through multisensory cues (visual, auditory, olfactory, tactile and taste) in a brand setting are processed internally as SBEs (involving sensory impressions, fun, interesting, extraordinary, comforting, caring, innovative, pleasant, appealing and convenient), which influence key variables in customer–brand relationships including customer satisfaction, brand attachment and customer lovemarks. Originality/value This study has implications for current theory on experiential marketing, branding, consumer–brand relationships, consumer psychology and customer experience management.

show abstract

Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies

Cited by 82 publications

References 70 publications

Promoting SMEs in Pacific Island Countries Through Effective Marketing Strategies

Promoting SMEs in Pacific Island Countries Through Effective Marketing Strategies

Emotional Expressions and Brand Status

Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences

Contact Info

Product

Resources

About