Decoding celebrity-owned brand coolness: exploring its impact on brand experience through tight and loose cultural contexts

Prior research on customer journeys chiefly focuses on identifying, from the firm perspective, firm-customer touchpoints. Importantly, the extant literature begins to maps aggregate firm-customer interactions over time to reveal how sequenced firm-controlled touchpoints contribute to customer experience. These customer journey maps tend to emphasize market actions, specifically purchases, over other, customer-centric touchpoints like use occasions, use experiences, storage and disposal. We extend the firm-centric customer journey framework to consider customer-centric touchpoints within a broader social and cultural context for value creation. We propose a consumer-centric consumption journey which considers consumption within progressive engagement with a practice or set of practices. We offer a culturally grounded consumption journey framework that highlights the importance of practices, communities, and institutions in value creation, and reveals various experiences and value outcomes. Future research regarding consumption journeys can advance understanding of customer experiences and journeys by investigating a variety of sociocultural influences and outcomes of value creation.

In the last several years, there has been significant research on how cross-cultural perceptions affect brand experience and purchase intention. With an emphasis on the drivers, dynamics, and management methods involved, this systematic literature review attempts to provide an overview of the existing literature on customer experience and its impact on purchase intention. This review examines the influence of brand experience on purchase intention or willingness to buy in cross-country contexts. It focuses on the relationship between brand experience and purchase intention, exploring the factors that shape this relationship and the mechanisms through which it operates. The goal of this study is to provide an exhaustive analysis and synthesis of the academic literature on brand experience. To accomplish this, the researchers conduct a systematic review, finding and evaluating 73 appropriate articles from 38 journals. The analysis covers significant information concerning empirical versus conceptual studies, industry focus, country of study, research design, data analysis methods, and characteristics of respondents. Our understanding of the connection between brand experience and purchase intention in cross-country scenarios is enhanced by the findings of these studies. They highlight the complex nature of the 'country image' concept and the importance of considering both cognitive and emotive factors when shaping consumer perceptions and beliefs. Overall, this systematic evaluation of the literature provides insights into how brand experience influences consumers' propensity or intention to make global purchases. The results emphasize the critical importance of understanding the complex relationship between country image and consumer behavior. These insights can assist firms in customizing their brand experiences to various cultural contexts and in informing marketing strategies.

This study focuses on the development of a customer experience ecosystem during a journey which is embedded in meso- and macro-layers. Using the critical incident technique, the author collected in-depth interview data from bank customers in Switzerland and Iran to empirically study this ecosystem, including customer–company interaction in the micro-layer and social context of the meso-layer. Moreover, in a macro-layer analysis, the Hofstede cultural dimension was employed to show the role of cultural context in this ecosystem. The findings indicate that customer experience in the pre-encounter stage is mostly shaped by customer past experience and social context rather than company touchpoint. The importance of these factors is different in the two cultural contexts. Although customer experience in the encounter stage is mainly the result of customer and company interactions, other people have a role in this stage and cultural differences between the two countries largely explain these differences. Moreover, in the post-encounter stage, customers in different cultural contexts use various factors to evaluate their experiences and the effects on their emotional and behavioral responses. The findings provide key managerial implications for national and international companies with respect to the role of multiple layers in customer experience management.

Purpose Many companies struggle with the assessment of customer experience. This chapter aims to demonstrate how mobile ethnography tackles this issue by assessing data in a holistical way, in-situ, and in real-time. Methodology/approach The chapter describes the implementation of a mobile ethnography project in a tourist destination, including participant recruitment, data collection, data analysis, and the derivation of insights. Findings The mobile ethnography project allowed to gain deep insights into the customers’ journeys. Research limitations/implications Future research will need to further investigate questions of participant recruitment, the effectiveness of incentives as well as the performance of the data collection process. Furthermore the findings of this case need to be replicated in the context of other industries, as well as in other cultural contexts. Practical implications Mobile ethnography allows companies to gain more information on customer experience in real-time, thus with reduced cognitive and emotional bias. Therefore, the method can help to improve the touristic service offering and, consequently, customer experience. Originality/value As companies are searching for new approaches to research and manage customer experience, this chapter is of high value for both academia and practice.

The health sector is one comprising trust and consumer loyalty; hence, understanding the factors leading to consumer engagement and advocacy in this sector is a challenge. Existential large bodies of literature focus exclusively on brand trust in consumer goods and services; however, very little research focuses on how brand trust functions within the health sector. Additionally, there is a dearth of existing literature on the contribution of cultural variables, influencer knowledge, and brand experience to fostering advocacy, loyalty, and trust in healthcare marketing. The study closes this gap by examining how influencer knowledge and brand experience affect brand trust and evaluating how individual-level collectivist ideals affect the link between brand loyalty and brand trust. The desire to understand how healthcare companies may build customer trust in a high-stakes, trust-dependent business has led to the development of this research challenge. This study was based on a quantitative approach by using snowball sampling to collect data from an audience in Karachi through a Google Form. Seven hypotheses are tested here that relate brand experience with influencer expertise, brand trust, parasocial relationships, brand loyalty, and brand advocacy. From the empirical evidence of the research study, it has been proven that brand experience and influencer expertise positively affect building brand trust. This in turn would have positive spillover effects for developing parasocial relationships, brand loyalty, and brand advocacy. Furthermore, the ILVC moderated the relationship between brand trust and brand loyalty. It, therefore, adds to the richness of cultural aspects in consumer behaviour relating to healthcare marketing. This paper contributes to the academic theoretical base by advancing a comprehensive model for building brand trust and loyalty in the healthcare sector by relating brand experience, influencer expertise, and cultural context. This study gives healthcare marketers practical advice on how to use cultural values and establish experiences that foster trust while implementing marketing strategies. This study's geographical reach is constrained because it was restricted to Karachi and the data was self-reported, which restricts how far the results can be applied. To further understand the mechanisms that foster trust across industries, future studies can broaden its scope geographically, investigate other cultural aspects, and examine how these findings might be used in other fields.

Purpose This study aims to investigate the intricate interrelationships between brand experience, self-congruence, brand trust, brand image and brand love within the halal fashion industry. The primary objective is to uncover the underlying dynamics that influence consumer perceptions and behaviours in this unique market context. Design/methodology/approach Using a quantitative method and purposing sampling, data were collected from 500 consumers of halal fashion brands using online questionnaires by Google Forms. Partial least square-structural equation modelling techniques were used to analyse the data and test the hypothesized relationships between the variables. Findings The findings reveal significant positive relationships between brand experience and self-congruence, brand experience and brand trust, self-congruence and brand trust and self-congruence and brand image. Furthermore, brand trust and brand image emerged as a significant predictor of brand love within the halal fashion context. Research limitations/implications The sample size and geographic scope were limited to consumers in Indonesia, which may impact the generalizability of the findings. Although fashion trends are often seen as more applicable to women, this research included both women and men to provide a comprehensive understanding of consumer behaviour. Future research should explore these constructs in diverse cultural contexts and consider gender-specific nuances to enhance generalizability and robustness. Practical implications This study offers actionable strategies for halal fashion branding. Marketers should create brand experiences aligned with Islamic values, ensure transparency in sourcing and halal certification and embrace cultural diversity in campaigns. Leveraging digital platforms and influencers can enhance engagement and foster brand loyalty. These insights provide a framework for building trust, inclusivity and long-term success in the halal fashion market. Originality/value This study offers a novel contribution by examining the relationships between brand experience, self-congruence, brand trust, brand image and brand love specifically within the halal fashion market. Unlike previous research, it focuses on how Islamic cultural and religious values influence these constructs, providing fresh insights into branding strategies in this niche sector. Theoretically, it enriches understanding of consumer behaviour in culturally specific markets, whereas practically, it offers actionable guidance for marketers to build trust and emotional connections with halal fashion consumers.

PurposeBrand experience is a key factor that helps elucidate why consumers choose a given brand among others. The purpose this paper is to investigate how previous experience with store brands affects store brand purchase intention in two emerging markets and whether the cultural context moderates the relationships between store brand positive or negative cues and store brand purchase intention.Design/methodology/approachA store-intercept survey undertaken in the Latin American context generated 769 usable responses from consumers of two metropolitan cities (Brasilia and Bogota), respectively, in Brazil and Colombia. The questionnaires were collected in four well-established retail chains by professional investigators. Structural equation modelling was used to test a series of proposed hypotheses.FindingsOverall, this paper reveals that consumers in Latin America do care about brand experience when shopping. More specifically, the results indicate that previous positive experience with store brands has a positive effect on consumer purchase intention in both countries investigated. In Brazil, store brand price perceptions mediate rather strongly the relationship between previous experience with store brands and purchase intention. In contrast, this effect is weak in Colombia. Store brand perceived risk has significant mediation effects in Brazil, but no mediation effects in Colombia. The authors also underline heterogeneous moderation effects of the cultural context, suggesting that common perceptions of Latin America as a culturally homogeneous region are stereotypical.Research limitations/implicationsRespondents were consumers of only two Latin American emerging countries (Brazil and Colombia) and shoppers of two retail chains in each country. Caution should therefore be exercised when generalising the results to other emerging markets.Practical implicationsThe paper offers recommendations on how to standardise/adapt brand experience management in different Latin American markets. Overall, retailers should go beyond the transaction itself and establish true differentiation using different store brand ranges. However, due to differences in cultural contexts, marketing communication should adopt different approaches to each country: emphasise the price advantages of store brands in Brazil, but focus on other factors such as quality in Colombia. Because they are culturally bound, risk perceptions towards store brands should also be managed carefully. It would be possible to target premium consumer segments with standard store brands in Colombia while a more sophisticated approach is necessary in Brazil (e.g. co-branding or launching more premium store brands).Originality/valueBy employing three theoretical frameworks (learning theory, cue utilisation theory and culture theory), this research investigates the effect of previous experience with store brands on purchase intention in two emerging countries that are geographically close but culturally different. It highlights direct and indirect processes of brand experience and underlines significant structural path differences between the two Latin American countries investigated in terms of consumption behaviour towards store brands.

PurposeThis study basically develops an omnichannel integration services (OIS) success model and further uses perceived value and stickiness to measure the actual net benefits. Furthermore, this study explores the role of service recovery in OIS success model.Design/methodology/approachA quantitative online survey study was mainly being conducted to statistically test these relationships among the customer experience, satisfaction, perceived value, stickiness and service recovery. The statistical data collected from 371 respondents were taken for analysis through partial least squares.FindingsThe findings revealed that the online and offline customer experiences have a significant influence on their level of online and offline satisfaction, respectively. Both online and offline satisfaction are major factors which are enhancing the perceived value and stickiness. Service recovery also has a significant effect on online and offline satisfaction.Research limitations/implicationsThe results of the hypotheses presented in the OIS success model may usually vary from one cultural context to another. Hence, additional studies should access the current research model, especially those that are culturally different from Taiwan.Practical implicationsThe service failures are always inevitable and the recovery of such encounters represent to have a significant challenge for OIS. Thus, practitioners should allocate more such resources to enhance on customer experience of OIS, which in turn promotes to enhance customer satisfaction. Moreover, OIS practitioners seem to be more concerned with a thought on how to avoid service failures and provide satisfied customer experience than developing service recovery strategies.Originality/valueAlthough the past studies on multichannel retail have yielded insights into the factors affecting consumers' channel preferences, there is a dearth of research that sheds bright light on the intense factors affect the success of OIS; hence, a conceptual framework of OIS success model, referenced to the model of updated information systems success (ISS), thus is used to act as the basis of this study. Furthermore, this study explores the role of service recovery in OIS success model.

PurposeEffective customer journey design (ECJD) is considered a key variable in customer experience management and an essential source of brand meaning and pro-brand behavior. Although previous research has confirmed its importance for driving brand attitudes and loyalty, the role of consumer-brand identification as a social identity-based influence in this relationship has not yet been discussed. Drawing on construal level and social identity theories, this paper aims to investigate whether effective journeys and the resulting overall journey experience are equally powerful in driving brand loyalty among customers with different levels of consumer-brand identification.Design/methodology/approachThe present article develops and tests a research model using data from the European and US service sectors (N = 1,454) to investigate how and when ECJD affects service brand loyalty.FindingsAcross two cultural contexts, four service industries and 33 service brands, the results reveal that ECJD is a crucial driver of service brand loyalty for customers with low consumer-brand identification. Moreover, the findings show that different aspects of journey effectiveness positively impact the valence of customers’ experience related to those journeys – a process that is ultimately decisive for their brand loyalty.Originality/valueThis study is unique because it generates theoretical and practical knowledge by combining the literature streams of customer journey design, customer experience and branding. Furthermore, this work demonstrates that consumer-brand identification is a critical boundary condition to be considered in the relationship between ECJD and brand loyalty in services.

This study examines the combined impact of technological advancements, omnichannel integration, sustainability initiatives, and employee engagement on customer experience and loyalty, with a particular focus on cross-cultural variations. Using data from diverse retail environments, a quantitative analysis explores the interplay of these factors, incorporating cross-cultural perspectives to identify differences in customer responses. The findings highlight the crucial role of technology, omnichannel strategies, sustainable practices, and workforce engagement in enhancing customer experience, which in turn strengthens customer loyalty. Cultural differences moderate these relationships, providing valuable insights for tailoring retail strategies to different demographic segments. The study underscores the need for an integrated, culturally adaptive approach to optimizing customer satisfaction and loyalty by emphasizing the synergistic effects of key retail dynamics. These insights enable retailers to design targeted, culturally responsive strategies that enhance customer experience and foster long-term loyalty. Additionally, the findings provide a foundation for future research on customer-centric retail innovations, reinforcing the importance of a holistic, adaptive framework in an evolving retail landscape.

This research examines the direct and indirect influence of emotional brand attachment, brand satisfaction and brand experience on brand love and customer loyalty of Western series viewers in Indonesia. Data was collected using a non-probability sampling technique using an online questionnaire distributed to 300 respondents quantitatively. This research analysis uses Partial Least Squares - Structural Equation Modeling (PLS-SEM). The research results show that emotional attachment, brand satisfaction, and brand experience significantly influence brand love. However, emotional attachment and brand experience do not have a direct influence on customer loyalty, highlighting the mediating role of brand love. Brand satisfaction is proven to be a key predictor of customer loyalty. These findings underscore the importance of building emotional connections, creating positive experiences, and ensuring audience satisfaction to drive loyalty through brand love. This research provides practical implications for Western series producers to increase audience engagement by integrating elements of cultural relevance, improving story quality, and utilizing social media platforms. Future research could explore additional factors influencing customer loyalty as well as examine different cultural contexts to broaden the generalizability of the findings.

With the rapid rise of digital financial technologies, various online payment platforms have emerged as convenient alternatives to traditional methods. Existing studies primarily focus on the benefits of digital payments but fail to fully explain why many consumers, particularly in semi-rural areas, still prefer cash-based transactions. This study explored the continued preference for traditional cash-based payment methods among customers despite the increasing adoption of digital alternatives. However, the study was limited by its geographic scope, focusing solely on Bulacan, and may not capture broader national or global payment behaviors. Using a transcendental phenomenological approach, the researcher examined the lived experiences of customers to understand the motivations and experiences behind their payment choices. Six (6) customers were selected through purposive and snowball sampling techniques. In-depth interviews were conducted using a semi-structured guide based on the Theory of Planned Behavior (TPB). The study analyzed how attitudes, subjective norms, and perceived behavioral control shape payment decisions. After extensive analysis, six core themes emerged: (1) convenience and accessibility; (2) trust and reliability; (3) cost and affordability; (4) customer behavior and preferences; (5) socio-cultural significance; and (6) significant life changes. The findings highlight how participants described their experiences of paying bills in cash through traditional methods, incorporating a mix of practical, emotional, and cultural perspectives. The current consumer motivations and behaviors that drive their preferences for paying bills are influenced by a combination of practical needs, emotional factors, economic considerations, and cultural contexts. The study provided insights for businesses and policymakers to design inclusive financial strategies that cater to both digital and traditional consumers. The findings offer valuable theoretical and practical insights for policymakers, financial institutions, and consumers, enabling them to develop strategies that bridge the gap between traditional and digital payment systems.

PurposeThe purpose of this paper is to analyze the life history of the Spanish Generation X over the last five decades.Design/methodology/approachConsidering that the generational cohort concept can be identified from the marketing side as a market segment, this paper proposes to analyze the socio-economic and cultural context that has marked the different life stages of Generation X, and how they have related to brands according to their needs, desires and aspirations.FindingsThe results show that the customer journey can be considered a circular concept. The customer’s relationship with the brand can begin in childhood and continue into adulthood, such that the emotional relationship established with the brand as a child influences purchase decisions in adulthood.Research limitations/implicationsAlthough limited to the analysis of Generation X and its relationship with brands, this paper shows the importance of knowing the socio-economic, legal and cultural context of a generation.Practical implicationsAs a business implication, the importance of remarketing is evident as a business strategy that reinforces the emotional connection between the brand and the different generations.Social implicationsFrom a social point of view, this paper shows the power of brands as an element of self-expression of the needs, tastes or preferences of individuals is evident.Originality/valueThis paper offers a different and innovative vision of the customer journey, taking into account the individual’s life cycle, and the way in which at each stage of life, he/she relates to brands in a different way.

PurposeThe purpose of this paper is to explore the experience design phenomenon in the cultural sector. Specifically, it purports to articulate a set of design characteristics that support the alignment between an organisation’s design intention (i.e. intended experience) and the actual experience of customers (i.e. realised experience).Design/methodology/approachA single case study approach is adopted to explore the phenomenon from both the provider and customer perspectives simultaneously. A range of qualitative data, including 42 interviews with managers and customers as well as voluminous documentary evidence, are collected. Provider and customer data are analysed independently using a rigorous inductive analytical process to generate experience design themes and to assess possible gaps between intended and realised experience.FindingsThe findings reveal the design characteristics of touchpoints and the overall customer journey, which constitute the core experience, as well as the design characteristics of the physical and social environment, which support the realisation of the core experience, in a cultural context.Research limitations/implicationsLimitations include difficulties in generalising the findings from a single case and in claiming that the set of design characteristics identified is exhaustive.Practical implicationsThe paper makes several recommendations that are useful and relevant for customer experience practitioners in the cultural sector.Originality/valueThe paper’s contribution is to provide novel empirical insights into the four experience design areas of touchpoints, journey, physical elements and social elements in an experience-centric cultural context. On that basis, a conceptual framework for experience design in the cultural context is proposed.

The integration of AI-based chatbots, referred to as “conversational agents,” is considered a tool that addresses various user needs, from responding to requests for information to assisting with problems or bottlenecks. Many chatbots developed by companies over recent years have incorporated Artificial Intelligence to improve communication and outcomes with users. Additionally, numerous benefits are associated with these intelligent algorithms, including automation, increased client focus, and an overall enhanced customer experience. Companies that adopt these disruptive technologies have already benefited from increased customer satisfaction, improved business efficiency, and more sophisticated marketing strategies. Given the impact of artificial intelligence on chatbots, the aim is to analyze the consequences for companies in the telecom sector, particularly in terms of marketing strategies, customer experience, and productivity in Morocco. Qualitative research, conducted through semi-structured interviews, was carried out with fifteen selected participants, including marketing managers and other key figures from Moroccan telecom companies that employ AI-powered chatbots. The findings highlight the positive changes observed in customer care and marketing optimization, particularly within the Moroccan telecommunications industry. While these tools enhance levels of personalization and streamline certain processes, the sector continues to face challenges, particularly in adapting to local linguistic and cultural contexts.