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.