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Journal of the Academy of Marketing Science

Erschienen in:

01.09.2007

Transcendent customer experience and brand community

verfasst von: John W. Schouten, James H. McAlexander, Harold F. Koenig

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 3/2007

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Abstract

Transcendent customer experiences (TCEs), which have aspects of flow and/or peak experience, can generate lasting shifts in beliefs and attitudes, including subjective self-transformation. With data from a pre-test/post-test quasi-experimental field experiment we examine the impact of TCEs on customers’ integration in a brand community. Because TCEs are highly desirable and valued for their own sake, customers value marketing activities they perceive as instrumental to them. This study demonstrates that a TCE in the context of a marketer-facilitated consumption activity can strengthen a person’s ties to a brand community, delivering a particularly strong form of brand loyalty.

Vorheriger Artikel Product intelligence: its conceptualization, measurement and impact on consumer satisfaction

Nächster Artikel Retail patronage behavior and shopper typologies: a replication and extension using a multi-format, multi-method approach

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Titel: Transcendent customer experience and brand community
verfasst von: John W. Schouten
James H. McAlexander
Harold F. Koenig
Publikationsdatum: 01.09.2007
Verlag: Kluwer Academic Publishers-Plenum Publishers
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 3/2007
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-007-0034-4

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