Customer experience in coffee stores: A multidisciplinary Neuromarketing approach

Companies in the service retailing industry are constantly looking for strategies to provide a customer experience that improves brand perception and increases customer loyalty. This study provides a deeper understanding of customer experience in two coffee stores in Vietnam by providing a multidisciplinary approach, including a quantitative and a neuromarketing approach. Two-hundred participants participated in the study, combining mystery shopping visits with the Brand Association Reaction Time Test (BARTT). Results from the mystery shopping visits confirm the holistic concept of customer experience. Store atmosphere, employee service, drink quality, price, and previous visits significantly impact customer experience. Empirical results also confirm the impact of customer experience on loyalty. Furthermore, the BARTT analysis shows that in-store customer experience can influence customers' short-term brand perceptions. The national brand is associated with friendly, expensive, globalized, and unique, whereas the local brand revealed significant associations with clean, smells good, welcoming, and unique. From the mystery shopping results and the BARTT, we can infer that customer experience needs multi-methodological capturing of its multifaceted aspects. Our findings are relevant to researchers and practitioners seeking to understand and bolster customer experiences, justifying a multidisciplinary approach and the application of new insightful tools.     

Should a luxury Brand's Chatbot use emoticons? Impact on brand status

Luxury brands are increasingly adopting chatbots for online customer service. But, little is known about the role of adding design features such as emoticons on customers' luxury experience. This study fills this research gap by exploring the influence of a luxury brand chatbot's adoption of emoticons on status perception and its underlying mechanisms. Results from two experiments suggest that luxury brands might be better off not using emoticons in chatbot communications because it dampens the brand status perception due to perceived unexpectedness, which in turn decreases the perception of the appropriateness of the interaction with chatbots. However, this negative effect of luxury brand's use of emoticons in chatbot communication only exists for traditional luxury brands, not for masstige brands. This study advances the literature on AI, particularly regarding luxury brand-specific chatbot applications. It also offers insights for luxury brand managers that they should be cautious in adopting emoticons in chatbot communication given the risk of ruining the brand status, especially when the brand is a traditional luxury brand as opposed to a masstige brand.     

Effects of consumer perceptions of brand experience on the web: brand familiarity,satisfaction and brand trust

Creating a customer experience that is synonymous with a particular (website) brand is becoming increasingly recognised as a vital driver of e‐performance. E‐tailors are just as likely to try to influence consumers' shopping behaviour, through atmospherics and service, as brick‐and‐mortar stores. This study investigates several questions that have been left unanswered in recent studies of consumer behaviour in the context of internet‐based marketing. Its focus lies in addressing the issue of whether there is a direct relationship between brand experience and brand trust or whether there is an indirect relationship via satisfaction or brand familiarity. The results of an empirical study of e‐consumer behaviour show that brand trust is achieved through the following dimensions operating and interrelating as antecedent constructs: first, various brand experiences and the search for information, secondly, a high level of brand familiarity, and thirdly, customer satisfaction based on cognitive and emotional factors. These findings should assist marketers and academics in their understanding of the development of brand trust in an internet‐based environment. Copyright © 2005 John Wiley & Sons, Ltd.     

Salesperson–brand relationship: main dimensions and impact within the context of private brand retailing

Private branding is considered one of the most effective and efficient influencers of retailers’ return on investment in their fiercely competitive industry. However, no study to date has examined these brands’ impact on salespeople's motivation and commitment to their own employer. This study, based upon extensive qualitative and quantitative research, shows that salespeople's relationships with their private brands can be influential in increasing their selling motivation and organizational commitment. Toward this end, our study first identifies the three important dimensions of salesperson–brand relationship (affect, trust, perceived customer recognition due to the brand) and develops their measures. Second, the findings show that salesperson–brand relationships, which exist between the retail frontline employees and retailers’ private brand, strongly influence sales motivation and firm commitment with a moderating influence of role clarity regarding management's expectations from its salespeople.     

“Seeing” the social roles of brands: How physical positioning influences brand evaluation

This paper investigates when the brand is promoting a specific social role (as a friend or as a leader), whether the physical position of a brand image in relation to the customer's image influences brand evaluations. Two studies reveal that the match between the promoted social role and the visual representations of the brand and customer in the ad layout improves evaluations. When the brand is promoted as a friend to its customers, consumers evaluate it more positively if the image of the brand is located horizontally and near to the image of the customer. However, when the brand is promoted as a leader to its customers, consumers evaluate it more positively if the image of the brand is located above and far from the image of the customer.     

A shared-transportation mobile app continuance model: The moderating effects of brand awareness

In light of the increasing development of technological innovation and information and communication technologies, features of mobile apps functions are also increasingly developed to meet people's needs and wants. Amongst the variety, shared transportation apps (STA) have emerged to optimize people's daily transportation needs. This study modified the expectation-confirmation theory and the post-acceptance model of information system continuance to examine the effects of customers' perceived STA performance (service performance, content provision, and system performance) and benefits (function, money worthiness, pleasure, and social interaction) on customer satisfaction with the usage of STA, which is expected to have a positive effect on customer retention on STA in a new theoretical framework, called the performance-benefit of the STA continuance model (PBCM). Moreover, brand awareness was expected to be an essential moderator on the effect of perceived performance and perceived benefits on customer satisfaction. 397 respondents were recruited online through a convenient sampling technique in the Vietnam market. Results show that service performance, money worthiness, pleasure, and social interaction are four important determinants of customer satisfaction with STA. Moreover, brand awareness significantly moderates the effects of service performance, system performance, money worthiness, and social interaction on customer satisfaction. Findings also contribute rational strategies for e-commerce managers in general and STA managers in particular.     

Impact of consumers' corporate social responsibility‐related activities in social media on brand attitude,electronic word‐of‐mouth intention,and purchase intention: A study of Chinese consumer behavior

This study examines how consumers' corporate social responsibility (CSR)‐related activities in social media affect their responses to brands. We defined consumers' CSR‐related activities in social media as the extent to which consumers use social media to engage in CSR communication by companies. An online survey was conducted to examine social media users in China, the largest consumer market in today's global economies. This study developed a theoretical model and empirically tested the relationships between consumers' CSR‐related activities in social media, identification with the brand, and three consumer behavior outcomes: electronic word‐of‐mouth (eWOM) intention, brand attitude, and purchase intention. The results suggested that consumers' CSR‐related activities in social media significantly impacted eWOM intention and purchase intention through enhancing identification with the brand and positive brand attitude. This study provides important insights on consumer behavior and CSR by investigating social media, an important and emerging marketing platform. Moreover, this study fills in the research gap about the association between consumers' CSR‐related activities in social media and their responses to brands. Theoretical and managerial implications for CSR strategies in social media are discussed.     

The role of storytelling in advertising: Consumer emotion,narrative engagement level,and word‐of‐mouth intention

This experimental study with a national online sample (n = 300) tested the effects of storytelling in radio advertisements on participants' positive emotional responses and intentions to share information about the product, depending on audiences' narrative engagement level. Treatments included a commercial for a fictitious brand of luggage using a story told by the founder of the company, another version of the same commercial manipulated so the speaker was a customer of the company, and a control stimulus consisting only of information about the product. Results showed that narrative transportation and narrative preference are positively associated with favorable responses toward ad. Stories elicited more favorable emotional responses and had some effect on participants' intention to share information about the product by word‐of‐mouth. This was especially true among participants hearing the founder's story. Results support previous assumptions about the power of storytelling in advertising, including distinctions regarding the identity of the speaker (founder vs. customer).     

The configurational influence mechanism of film consumption experience on customer satisfaction

To ensure the quality of consumers' experience and realize the maximization of economic benefits in the short term, customer satisfaction has become increasingly significant in the film industry. This study clarifies the configurational influence mechanism between consumer expectation, brand image, and five experiential values toward film consumer satisfaction. With this aim, text data were mined and a new configurational customer satisfaction index model was constructed that integrates experiential value theory based on the European Consumer Satisfaction Index model. Additionally, fuzzy‐set qualitative comparative analysis is employed to explore the influence mechanism of film consumer satisfaction from the perspective of configuration. The five configurations produced correspond to five equivalent paths, which can be further divided into four types to explain the influence mechanism of film consumer satisfaction. Regarding the antecedent conditions, the intrinsic value of a film, followed by the extrinsic value are the key factors affecting satisfaction. This study changes the passive survey questionnaire output form to active input of comment mining. Additionally, it abandons the traditional regression perspective for research; a new configurational perspective is used to explore the complexity of antecedent conditions and the equivalence of consequence of film consumer satisfaction.     

Attachment–aversion (AA) model of customer–brand relationships

The present paper proposes a customer–brand relationships model and empirically tests the following: (1) brand–self distance and brand prominence as representing customers' attachment–aversion relationships (AA Relationships) with a brand, (2) key distinguishing differences between the AA Relationships measure and other alternative relationship measures (i.e., brand attachment, emotional valence and brand attitude strength) based on a set of dependent variables, (3) three key determinants of the AA Relationships and the underlying process between the AA Relationships and behavioral intentions and actual brand behaviors, and (4) customer age as moderating the customer–brand relationships specified in the nomological model of the AA Relationships. The results offer strong support for the unique and important contribution of the AA Relationships model as representing consumers' relationship valence with a brand and its salience.     

Understanding consumers' brand‐induced food taste perception: A comparison of ‘brand familiarity’ – and ‘consumer value – brand symbolism (in)congruity’ – accounts

Past research has shown that familiar brands can boost consumers' food taste experiences. On the other hand, more recent evidence suggests that the (in)congruity between consumer values and brand symbolism can affect the food taste perception. This study is the first one to integrate these two accounts into one single conceptual framework and to empirically evaluate their relative roles in explaining consumers' brand‐induced taste perception. Two experiments involving taste trials (blind vs brand‐cued sensory evaluation) were conducted. The first experiment analysed the brand familiarity effect, whereas the second experiment addressed also the taste perception of yogurts with differing brand symbolism amongst food consumers with distinct value orientations to find support for the (in)congruity effects. This research implies that congruity is not responsible for enhancing consumers' taste perception beyond the level that is produced by the brand familiarity. In contrast, the incongruity effect appears capable of neutralising the brand familiarity effect. Therefore, these two explanations may operate independently. More generally, this study speaks for the importance of incorporating consumer value – brand symbolism incongruity mechanism into food consumption studies; even owners' of strong food brands cannot trust the ability of their brands to boost a consumer's taste experience if there is no correspondence between his or her central values and brand symbolism. Thus, an objectively better taste is not necessarily decisive; satisfactory sensory quality can suffice if it is coupled with imaginative and daring brand marketing that delivers unique emotional and functional benefits for well‐defined food consumer target segments. Copyright © 2011 John Wiley & Sons, Ltd.     

Lean consumption and its influence on brand

• The continuing growth of the knowledge‐based economy is driving the quest for better understanding of the intangible drivers of wealth creation. American and European models for linking customer satisfaction to corporate and national performance have been established and will continue to be tested and developed. One of the challenges of modelling consumer behaviour is the effect of changing lifestyles. This paper describes a study of UK shoppers which explores the influence of lean consumption, the degree to which the shopping and post‐purchase experience is hassle free and timely, on the warmth of consumers' feelings towards the brand. The study operationalises the construct of lean consumption and finds that it is indeed a significant driver of brand warmth. This leads to clear implications for manufacturers and retailers and the ways in which they innovate and develop their products and services.

Copyright © 2006 John Wiley & Sons, Ltd.     

Rôle de l’émotion dans l’acceptabilité d’un produit : évaluation des composantes cognitive,motivationnelle et subjective

To anticipate a product commercial success, companies aim to ensure that product's characteristics are involving users and triggering a positive first user experience as well as all along product's life span. Among these characteristics, triggering users’ emotions is particularly relevant. This article aims to present the different approaches integrating the emotion generated by products. In order to illustrate the emotional potential of certain products a selection of 14 photographs of products was evaluated by 87 participants. Results reveal a significant correlation between cognitive, motivational and subjective components of emotions. A reflexion about the integration of cognitive appraisal assessment and motivational action readiness evaluation into a wilder emotional model is provided. Thus, emotions triggered by a product appear to be a stake for designers and an important variable to introduce in acceptability or user experience models.     

Brand growth in packaged goods markets: Ten cases with common patterns

The study examines 10 consumer goods brands that grew market share year on year, to identify if there are commonalities in the way that key brand performance metrics change during growth. The study uses consumer panel data from the UK and USA. Ten brands in a range of categories are examined. Brand metrics of penetration, repeat‐purchase loyalty, cross‐purchasing by other brand's buyers, the distribution of purchase frequency, and the brand's market share within buyer subgroups are analyzed. The principal findings are as follows: (1) as these brands grew, brand penetration increased far more than repeat‐purchase loyalty on average; (2) the most apparent change in the buyer base was the big increase in light or infrequent buyers; (3) they induced more cross‐purchasing from most or all other competitor brands' buyers; and (4) they grew their market share in all buyer demographic groups. Implications are that brand growth strategies should be geared towards enlarging the size of the customer base, with less emphasis on boosting loyalty. The results also suggest that specifically targeting certain sorts of buyers may be counterproductive. These findings challenge traditional assumptions in relation to brand growth and success. Copyright © 2016 John Wiley & Sons, Ltd.     

Post‐purchase disadvantages of a less preferred brand and how they can be overcome: an examination of regret and attribution

This research examines the post‐purchase experience after choosing the most preferred brand versus a less preferred brand. When they experience positive product outcomes, those who chose their most preferred brand tend to give credit to the brand, whereas those who chose a less preferred brand attribute it to their smart choice. In contrast, with negative outcomes, those with the most preferred brand place the blame on themselves, whereas those with a less preferred brand blame the brand. Nevertheless, a silver lining emerges when brand attribution and satisfaction increase to the level of the most preferred brand after two consecutive positive experiences with a less preferred brand. Repeated positive experience could turn people's attention to more on good product quality of a less preferred brand than on cheaper price.     

The real difference between consumers' perceptions of private labels and national brands

This paper documents the application of prior knowledge about response patterns in brand image data for private label (PL) brands. We investigate if a well‐known pattern about response level and usage experience also holds for PLs. The main finding is that advertised national brands (NBs) enjoy a higher level of knowledge amongst their non‐users than do PLs. We did not find this to be the case for small non‐advertised NBs and small PLs. The finding emphasises the importance of advertising for NBs to maintain their position. Well‐branded and appropriately scheduled advertising leads to building up brand associations in consumers' memory, which increases the probability of thinking about or noticing a brand. We suggest that the higher knowledge among NB non‐users is the main advantage NBs have over PLs in the market. We provide implications of the findings for managers and academia. Copyright © 2014 John Wiley & Sons, Ltd.     

The need to belong and self‐disclosure in positive word‐of‐mouth behaviours: The moderating effect of self–brand connection

Word of mouth (WOM) is an important information source for consumers. Nowadays, many consumers promote and spread the word about their preferred brands, thereby influencing others' attitudes and behaviours. Based on a social behaviour perspective and the need to belong theory, this research proposes that the individual's need to belong and the individual's level of self‐disclosure increase their probability of engaging in positive WOM behaviour. The moderating role of self–brand connection in the aforementioned relationships is also analysed. In the study conducted, users of a well‐known baby food brand (n = 851) were surveyed. The results revealed that the individuals' need to belong fostered the desire to talk to others about their preferred brand. A negative moderating effect of self–brand connection was also observed. As the connection with the brand is lower, the motivation to engage in positive WOM will be more related to personal characteristics, such as their need to belong and level of self‐disclosure. Copyright © 2015 John Wiley & Sons, Ltd.     

“Do human values matter for promoting brands on social media? How social media users' values influence valuable brand‐related activities such as sharing,content creation,and reviews”

Companies consider social media‐based consumer engagement behaviors such as sharing, content creation, and reviews for brands as more valuable than “liking” or consuming brand content. Studies show that branded content shared or created by consumers on social media may drive more brand awareness and loyalty than “likes” (Adweek, 2013). Global companies are increasingly focusing their efforts on motivating consumer‐driven content creation (e.g., Coca‐Cola #shareacoke and Apple #ShotoniPhone; Sprout Index, 2018). However, marketing practitioners are only recently beginning to understand social media audiences who engage in such activities (Adweek, 2018). This study posits that human values can be used to identify and segment audiences for social media‐based valuable brand activities. Three online surveys were conducted with Facebook, Twitter, and Instagram users (ages 18–34) on Amazon Mechanical Turk (N = 491). The relationship between social media users' values and their reported social media activities was examined. Findings indicate that the human values examined (conservation, self‐enhancement, openness to change and self‐transcendence) are significant drivers of valuable brand‐related social media activities. Companies should address conservation‐driven users in order to elicit brand sharing and creation activities. Companies should target conservation‐driven users for sharing promotions, self‐enhancement‐driven users for sharing informational content and writing of product reviews, and openness to change‐driven users for user‐generated content. Bussinesses should further highlight their corporate social responsibility efforts as a negative relationship is found between users' self‐transcendence values and brand activities. Recommendations are provided on how brandscan address users' values in their social media marketing to motivate sharing of branded content and content creation.     

Brand image and brand loyalty: Do they show the same deviations from a common underlying pattern?

The aim of the paper is to investigate whether deviations from the double jeopardy pattern observed in brand buying (panel) data such as niche brands (brands with few users, but high levels of brand loyalty) and change‐of‐pace brands (brands with many users, but low levels of brand loyalty) correspond with deviations from the same pattern in brand image data (i.e. brand image associations gathered through consumer surveys). The analysis of a unique data set in three product categories including brand purchases and brand image associations from the same consumers and for the same brands shows that such deviations in brand buying data and in brand image data seldom correspond. Moreover, deviations from the double jeopardy pattern in brand image data are rare and imply the existence of an underlying impact of a brand's associative rate (i.e. the average number of associations a brand obtains in a brand image consumer survey) on brand loyalty (measured as the frequency of brand buying). These findings provide contribution to buyer behaviour theory and have practical implications for branding strategies. For instance, to obtain any impact on brand loyalty, marketers may need to develop branding strategies aimed at increasing a brand's associative rate, whilst maintaining or enlarging its level of market penetration. Copyright © 2015 John Wiley & Sons, Ltd.     

Antecedents and consequences of salesperson identification with the brand and company

To date, little research has investigated the antecedents and implications of salespersons' identification with the brands and the companies they represent. As the nature of the selling job is unique from other inside employee positions, with increased independence of the firm and loyalty that may be expanded to the customers rather than the firm itself, an investigation of this phenomenon within the sales context holds significant implication for sales force management. The salesperson also represents an extension of the marketing communication programme of the firm and thus has direct bearing on how the company and brand image are communicated to the customer. Therefore, the purpose of our paper is to hypothesize and empirically test the notion that higher levels of perceived congruence between a salesperson's own values and those values of the brand and company he or she represents will lead to higher brand identification and company identification which in turn should create higher job satisfaction, commitment and performance. We discuss our results and offer practical insights to sales managers. Further, we discuss limitations of our study and provide directions for future research.