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

Author

Listed:
  • Kei Aoki
  • Efua Obeng
  • Aberdeen Leila Borders
  • Deborah H. Lester

Abstract

In the digital era, there are several consumer touchpoints and some of them, such as word of mouth, occur even if they are not intended by the firms. Conversation among customers has become one of the most influential sources of information on purchase decisions. Favorable discussions amplify the brand’s equity, but negative discussions can damage the brand. Although customers’ conversations can be uncontrollable, firms may be able to influence the direction of the conversation by providing overwhelming product performance and/or post-purchase experiences. In other words, by providing appropriate brand experiences, firms aspire to achieve co-creation of brand value with customers. In this research, through questionnaires, we explore how to create effective and sustainable touchpoints with customers and how to identify the relevance between brand experience and customers’ contributions to the brand. This study examines the following two key research questions: Which touchpoints increase brand experience? Does brand experience have a positive impact on customers’ contributions?

Suggested Citation

  • Kei Aoki & Efua Obeng & Aberdeen Leila Borders & Deborah H. Lester, 2019. "Can brand experience increase customer contribution: How to create effective sustainable touchpoints with customers?," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 29(1), pages 51-62, January.
    • Handle: RePEc:taf:jgsmks:v:29:y:2019:i:1:p:51-62
    DOI: 10.1080/21639159.2018.1551728
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    Cited by:

    1. Galina Timokhina & Lyubov Prokopova & Yuri Gribanov & Stanislav Zaitsev & Natalia Ivashkova & Roman Sidorchuk & Irina Skorobogatykh & Anatoly Shishkin & Zhanna Musatova, 2021. "Digital Customer Experience Mapping in Russian Premium Banking," Economies, MDPI, vol. 9(3), pages 1-24, August.
    2. Kim, Jikyung (Jeanne) & Song, Hyeasinn & Choi, Jeonghye & Kim, Yongseob & Hong, Jeonghan, 2021. "Channel stickiness in the shopping journey for electronics: Evidence from China and South Korea," Journal of Business Research, Elsevier, vol. 130(C), pages 506-516.
    3. Kong, Hyun Min & Witmaier, Alexander & Ko, Eunju, 2021. "Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands," Journal of Business Research, Elsevier, vol. 131(C), pages 640-651.
    4. Wang, Huanzhang & Ko, Eunju & Woodside, Arch & Yu, Jihye, 2021. "SNS marketing activities as a sustainable competitive advantage and traditional market equity," Journal of Business Research, Elsevier, vol. 130(C), pages 378-383.
    5. Ozge Yasar & Tulay Korkusuz Polat, 2022. "A Fuzzy-Based Application for Marketing 4.0 Brand Perception in the COVID-19 Process," Sustainability, MDPI, vol. 14(24), pages 1-22, December.
    6. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "Going on a journey: A review of the customer journey literature," Journal of Business Research, Elsevier, vol. 125(C), pages 336-353.
    7. Sun, Yang & Gonzalez-Jimenez, Hector & Wang, Shenghui, 2021. "Examining the relationships between e-WOM, consumer ethnocentrism and brand equity," Journal of Business Research, Elsevier, vol. 130(C), pages 564-573.

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