Understanding brands as experiential spaces: axiological implications for marketing strategists

Ponsonby-McCabe, Sharon; Boyle, Emily

doi:10.1080/10427710600662983

Cited by 90 publications

(58 citation statements)

References 42 publications

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“…For instance, heritage is seen to be an important driver of customer value (Wiedmann et al, 2011a). Heritage is also seen to be relevant in experiential and emotional terms in consumer and service marketing contexts (Peñaloza, 2000;Ponsonby-Mccabe and Boyle, 2006). Moreover, heritage may significantly contribute to consumers' emotional and symbolic attachment to a brand (Ballantyne et al, 2006).…”

Section: The Notion Of Heritage In Marketingmentioning

confidence: 99%

Corporate heritage identity stewardship: a corporate marketing perspective

Burghausen

Balmer

2015

European Journal of Marketing

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Purpose: Focusing on the nascent corporate heritage identity domain, this empirical study introduces the theory of corporate heritage stewardship. In particular, the research explores managers' collective understanding of their organisation's corporate heritage and how the latter is marshalled, and strategically represented, by them. The case study was undertaken in Great Britain's oldest extant brewery. Established in 1698 Shepherd Neame is one of UK's oldest companies.Design/methodology/approach: Empirical research informed by a theory-building, case-study using qualitative data. This study draws on multiple sources of data generated through semi-structured interviews, the analysis of documents and non-participant observations. The analysis of data was facilitated by a multi-stage coding process and a prolonged hermeneutic interaction between data, emerging concepts, and extant literature. Findings:Corporate heritage identity stewardship theory argues that the strategic enactment of a corporate heritage identity is predicated on a particular management mindset, which is meaningfully informed by three awareness dimensions expressed by managers (i.e. awareness of positionality, heritage, and custodianship). These awareness dimensions are underpinned by six managerial stewardship dispositions characterised by a sense of: (1) continuance; (2) belongingness; (3) self; (4) heritage; (5) responsibility; and (6) potency. The findings are synthesised into a theoretical framework of managerial corporate heritage identity stewardship. Research limitations/implications:The insights from this empirical case study meaningfully advance our theoretical understanding of the corporate heritage identity domain. Whilst the empirical contribution of this study is qualitatively different from statistical/substantive generalisations, which seek to establish universal laws, the research insights are valuable in terms of theory-building in their own terms and are analytically generalisable. The insights from this study have the potential to inform further studies on corporate heritage identities, including research underpinned by a positivistic, and quantitative, methodology. Practical implications:The findings have utility for corporate marketing management in that they illustrate how a collective corporate heritage mindset can both inform, as well as guide, managers in terms of their stewardship of their firm's corporate heritage identity. The theoretical framework is of utility in practical terms in that it reveals the multiple dimensions that are significant for management stewardship of a corporate heritage identity. Originality/value:The research confirms and expands the notion of management stewardship in corporate identity in corporate marketing contexts by identifying how a multi-dimensional managerial mindset has constitutive and instrumental relevance. Moreover, this study identifies the distinct characteristics of this corporate identity type -corporate heritage identity -which are revealed to have a saliency for m...

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Section: The Notion Of Heritage In Marketingmentioning

confidence: 99%

Corporate heritage identity stewardship: a corporate marketing perspective

Burghausen

Balmer

2015

European Journal of Marketing

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“…Loyalty can be defined as "a deeply held commitment to re-buy or repatronize a preferred product or service consistently in the future, thereby causing repetitive same-brand set purchasing, despite situational influences and marketing efforts having the potential to cause switching behaviour" (Chaudhuri and Holbrook, 2001, p.82). According to Ponsonby-Mccabe and Boyle (2006), the key issues which encourage the consumers to become loyal to the brand are (i) willingness to re-purchase over and over again and (ii) the belief that the consumption experience is good value for the price paid (p.180). Welldesigned communication can have an impact on trust and loyalty, and impact the commitment of stakeholders to an organization.…”

Section: Trust Loyalty and Commitmentmentioning

confidence: 99%

Integrating identity, strategy and communications for trust, loyalty and commitment

Melewar

Foroudi

Gupta³

et al. 2017

EJM

154

145

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Purpose This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational stakeholders’ trust, loyalty and commitment by using commitment/trust theory. Design/methodology/approach This research design utilises explanatory research at the preliminary stage, as informed by the literature and conceptual framework. The subsequent model was examined via a positivist survey carried out among stakeholders in high-end retail stores in London. Structural equation modelling (SEM) via AMOS was conducted to gain insight into the various relevant influences and relationships. Findings The results indicate that identity and strategy are key drivers of integrated corporate communication, and they serve to build stakeholder trust, loyalty and commitment. Originality/value The paper shows that while practitioners have indicated that integrated marketing communication is important for organisations, there are a few other areas of concern with regard to consequences related to trust, loyalty and commitment, especially in a retail context. This paper empirically examined relationships between these constructs by validating a conceptual model by using SEM.

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“…As has been argued before, CX does not only entail cognitive, functional, and rational aspects of customer behavior, but the emotional and irrational aspects as well [4,20]. Several scholars, e.g., Gentile et al [17] and Schmitt [14], attempt to classify the construct of CX in types.…”

Section: Constituents Of Customer Experience: a Taxonomymentioning

confidence: 98%

A Bonded Experience: “Value Creation as the Creation of an Experience, Within a Business Relationship”

Journée

Weber

2014

Lecture Notes in Production Engineering

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In this paper, we investigate the application of the concepts of customer experience (CX) and co-creation for SMEs in the B2B sector. Based on a systematic review of extant research on the subject of CX, we will recognize that customer experience management (CXM) can be a new way for organizations to create a competitive advantage, simultaneously creating more value for their customers. We will introduce a conceptual framework for a better understanding of the concept, identifying several elements that have to be taken into account in CXM, i.e., the types, levels, and strengths of experience; the tacit and measurable outcomes of a great CX for the firm; the methods to measure CX; the conditions to execute CXM; the possibilities for CXM by the firm, such as the management of experience providers and the application of the customer journey approach to gain insights into customers' experience; and, finally, the role that customers have in CXM. With this latter element of our framework, we will be able to cross the bridge from CX to customer co-creation, in particular the co-creation of experiences in NPD. Reflecting these insights on SME practice will teach us what smalland medium-sized enterprises can do to apply CXM. In that respect, we will observe that research has not reached a sufficient level of knowledge to aid firms in achieving this goal. We intend to further investigate the application of CX concepts in SME in ongoing studies.

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Understanding brands as experiential spaces: axiological implications for marketing strategists

Cited by 90 publications

References 42 publications

Corporate heritage identity stewardship: a corporate marketing perspective

Corporate heritage identity stewardship: a corporate marketing perspective

Integrating identity, strategy and communications for trust, loyalty and commitment

A Bonded Experience: “Value Creation as the Creation of an Experience, Within a Business Relationship”

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