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The purpose of this paper is to investigate the relationship between consumer-based brand equity (CBBE) – conceptualized as consisting of brand awareness, perceived quality, brand associations, perceived value and brand loyalty – and market share for different brand types (global versus local) in different country groups (developed versus emerging).

This paper combines consumer–survey-based data, experts' coding and retail panel data of fast-moving consumer goods (FMCG) brands in 29 countries.

In developed countries, the relationship between each CBBE component (except for brand associations) with market share is stronger for local than global brands. In emerging countries, the relationship between each CBBE component with market share is stronger for global than local brands.

This paper contributes to better understanding the relationships between CBBE and market share by showing how CBBE components relate to market share for different brand types (global and local) in different country groups (developed and emerging). Limitations arise from constraints related to existing datasets (e.g. limited number of variables and type of product categories considered).

This paper offers insights to managers working in multinational FMCG companies, as it suggests which CBBE components relate more strongly to the global or local brands' market shares in different countries.

This paper analyzes the relationship between CBBE and market share by focusing on different brand types (global versus local) in different country groups (developed versus emerging). It does so by using a company dataset and showing correspondence with conceptualizations and measures of brand equity from the academic literature. It also considers a large set of 29 countries, extending research beyond national boundaries.

This study aims to investigate the antecedents of design crowdsourcing decision-making, the impact of design crowdsourcing on new product performance and the moderating effect of network connectivity.

The sample (n = 104) was collected from a leading social product development website; the fuzzy-set qualitative comparative analysis and two-stage least square methods were used in the investigation.

Three design attribute feature configurations (rational, emotional and kinesthetic value configurations) are conducive to firms’ adoption of design crowdsourcing and there are two configurations in which firms do not adopt design crowdsourcing. Design crowdsourcing influences new product performance positively. Network connectivity has an inverted U-shaped effect on the relationship between design crowdsourcing and new product performance.

These findings not only enrich crowdsourcing and social network studies but also guide crowdsourcing firms to better manage their processes and community members.

The purpose of this study is to examine how brand attachment is related to brand experience. The model tests the partial mediating role of brand trust and the moderating role of age and income.

A total of 334 participants consuming brands with an experiential offering completed an online questionnaire in a cross-sectional study. The data were analyzed through partial least squares structural equation modeling (PLS-SEM), and advanced methods such as the heterotrait–monotrait ratio and the Henseler’s multigroup analysis were used.

Brand experience is positively related to brand attachment, more so for younger consumers. This relationship holds for both hedonic and utilitarian brands. Results demonstrate the partial mediation of brand trust in this relationship, especially for utilitarian brands, and with a weaker indirect relationship for high-income consumers.

The research was conducted in one country (Peru). Generalizability of results should be established by carrying out additional studies in other settings or countries.

Experiential marketing both as a positioning strategy and through marketing operations may help brands to increase consumer attachment. This may be managed both through the direct effect of favoring positive experiences and through the enhancement of brand trust. This is particularly the case for target markets composed of young and low-to-medium-income consumers.

Results confirm the impact of brand experience on brand attachment for both utilitarian and hedonic brands, and establish both the mediating role of brand trust and the moderating role of age and income. These are new insights on the process itself and on boundary conditions of an important established relationship.

This study aims to assess factors influencing customers’ online grocery shopping experiences, and it evaluates the central role of customer service and consumers’ responses to satisfying grocery shopping.

A mixed-methods approach was used; linguistic inquiry and the word count (LIWC) method captured qualitative aspects of consumers’ grocery shopping experience, whereas partial least square-structure equation modeling tested hypotheses regarding antecedents to consumers’ overall online grocery shopping experience.

The PLS-based analysis confirmed the qualitative insights, establishing the significance of customer service, which accounted for 68% variance in the overall experience and 42% variance in customer satisfaction, along with other experience antecedents such as website, product and delivery.

Future researchers could further analyze experience as a dynamic process focusing on consumer and retailer brand-focused constructs, specifically focusing on creating a holistic understanding of customer service that establishes coherence between retailers’ marketing values and their customer service.

Managers should acknowledge the importance of customer service in creating a satisfying customer experience, and they should respond to consumer concerns, resulting in enhanced brand-related experience.

Responding to the call for a better understanding of customer service, this study brings out the challenges online grocery shoppers are facing in terms of customer service and empirically establishes customer service as a key driver of customer experience, thereby extending the earlier work on customer service and online customer experience.

This study aims to propose and empirically validate a framework of antecedents and consequences of customer inspiration.

This study consisted of a survey administered to consumers who are current users of Samsung or Apple electronic devices. The survey targeted only users who had some level of university studies to homogenize the sample’s characteristics. The data were analyzed using structural equation modeling.

Results support the two-step nature of customer inspiration, with “inspired by” (activation) as the first step followed by “inspired to” (intention). In addition, the results highlighted the role of brand experience and openness to experience as antecedents to customer inspiration, while customer satisfaction, brand engagement in self-concept, brand affect, word of mouth and repurchase intention were validated as its consequences.

This study aids understanding of the role of customer inspiration as a conceptual and empirical construct in consumer behavior by including brand experience as an inspiration stimulus, as well as other constructs that relate to inspiration. This study also describes possible strategic implications when using brands of electronic devices as sources of inspiration.

The purpose of this paper is to provide the first empirical evidence on how consumption-supportive packaging functionality influences consumers’ purchase intentions. Consumption-supportive packaging functionality implies that the packaging itself serves a function that actively helps users achieve their consumption goals and that supports the objectives consumers have in mind when using it.

To achieve the research goal, this study presents four between-participant experimental studies. In the studies, this paper tests for the direct effect of consumption-supportive packaging functionality on consumers’ purchase intentions across different product categories. Moreover, this study tests for the mediating effect of perceived product meaningfulness to explain the underlying mechanism (Studies 2 and 3) and for the moderating effect of product complexity (Study 4).

This paper shows that consumption-supportive packaging functionality leads to higher purchase intentions. The findings also reveal that perceived product meaningfulness is one underlying mechanism that helps us to explain the positive effect of consumption-supportive packaging functionality on purchase intention. Moreover, findings reveal that the positive effect of consumption-supportive packaging functionality only works for low-complex products, but not for high-complex ones.

This research offers a new perspective on package design, and thus advances the understanding of how to package functionality can influence consumer responses. Moreover, this study contributes to the Gestalt theory because it applies a holistic design view on the packaging that influences product perception.

For low complex products, marketing managers should consider integrating packaging functionality into their communication strategy to focus on the overall Gestalt of the product. Product designers should integrate consumption-supportive packaging functionality in the product design to evoke positive consumer responses.

The research gives first empirical evidence on how and when consumption-supportive packaging functionality influences consumers’ product evaluations.

This study aims to use social exchange theory and the principle of reciprocity in proposing a theoretical model to examine the essential but unexplored unique roles of individual customer equity drivers (CEDs) and their contribution to brand loyalty. This study identifies a reciprocity pathway in that brand equity, which mediates the linkage between relationship equity and brand loyalty. This study further posits that the linkage between relationship equity and brand equity is contingent on value equity. The authors then incorporate value equity as a moderator upon which the interrelationships among CEDs and brand loyalty may vary.

A sample consisted of 2,268 shoppers in a metropolitan city in Vietnam.

Relationship equity significantly determines brand loyalty through the moderating effect of value equity and the mediating effect of brand equity. Interestingly, these relationships are diverse across different experiential types of consumers.

This study contributes to a better understanding of why and when value equity, brand equity and relationship equity trigger brand loyalty. Brand equity and value equity are the two underlying mechanisms that establish a moderated mediation model between CEDs and brand loyalty. The findings of this study show that experiential consumers are not created equals. The strength of the relationships between CEDs and brand loyalty differ among the five clusters of experiential consumers.

This study reveals the critical relationships between the three components of customer equity in the supermarket industry. The findings provide concrete direction for managers and marketers to be more effective in allocating resources, tailoring their marketing strategies and, accordingly, promoting brand loyalty of different types of consumers.

This study reveals the underlying modus operandi that explains the reciprocity effects of CEDs and the contingency role of brand experience on the CEDs–loyalty link. This study shows that brand equity fosters and sustains the reciprocity generated when consumers perceive a high level of relationship equity, serving as a mediator between relationship equity and brand loyalty. Importantly, value equity is an important moderator for strengthening this reciprocity effect. Furthermore, this study identifies a typology of experience-focussed consumers and shows that the CEDs–loyalty link significantly varies by these types of experiential appeal that characterise the consumers.

Sensory experience profoundly impacts consumer cognition and behavior. This paper aims to illuminate the structure and development of sensory and experiential marketing research, to condense knowledge and to stimulate future research.

In all, 156 articles with 9,670 references serve as this paper’s database. The factor analysis on co-citation patterns of the top-cited 148 articles reveals the main research streams. The social network analysis unveils the degree of intellectual exchange between and within these schools of thought. The authors also map the temporal emergence of research streams and condense insights into an overarching framework that guides future research.

Early research in experiential marketing and store atmospherics emphasized the importance of affective reactions. Grounded and embodied cognition revised the understanding of the role perception plays in cognition. These developments culminated in the now most central research stream of sensory marketing, which bridges other research streams.

Although the research field is strongly interconnected, integration with other marketing disciplines potentially enriches the discourse.

This paper is useful for any reader who wants to gain a synthesized overview of the research field of sensory marketing. The framework presented in this paper can serve as a starting point for new sensory marketing research.

This paper offers a structured and unbiased account of sensory marketing and merges findings from diverse research backgrounds.