Search results
1 – 10 of 46Vanisha Narsey and Cristel Antonia Russell
Brand backstories enable consumers the opportunity to go behind-the-scenes of their favourite brands. This chapter explores the role of the brand backstory experience in the…
Abstract
Purpose
Brand backstories enable consumers the opportunity to go behind-the-scenes of their favourite brands. This chapter explores the role of the brand backstory experience in the consumer–brand relationship, detailing the manner in which these experiences are structured to immerse consumers within the brand storyworld.
Methodology/approach
A qualitative analysis of two brand backstory experiences, a museum exhibit documenting the television series Outrageous Fortune and a factory tour of snack foods brand Herr Food Inc. was carried out using in-depth interviews with backstory creators and observatory field notes of the backstory exhibit and tour.
Findings
This study reveals how temporal and spatial elements craft the overall architectonics of the brand backstory experience and how the brand backstory reveal progresses to ultimately unite consumers with the brands’ imagined and real families.
Originality/value of chapter
By illuminating the dynamism and evolution of brands and branding practices, this chapter offers exploratory insights into a scarcely explored aspect of the brand experience.
Details
Keywords
This study aims to examine food tourists’ engagement in positive and negative electronic word-of-mouth (eWOM) by considering the following questions: Do satisfied customers engage…
Abstract
Purpose
This study aims to examine food tourists’ engagement in positive and negative electronic word-of-mouth (eWOM) by considering the following questions: Do satisfied customers engage in advocacy, and do dissatisfied customers make the same effort to spread their negative experiences? Which restaurant experience attributes influence eWOM behavior? What demographic and psychographic characteristics contribute to advocacy?
Design/methodology/approach
Using data from an online survey of 456 consumers with restaurant experience in the tourism context, this study applied simultaneous Tobit estimation to examine the research hypotheses.
Findings
Engagement in negative eWOM because of poor experiences was stronger than engagement in positive eWOM because of positive experiences. Food taste was a critical attribute for both positive and negative eWOM. Authenticity was influential for positive eWOM only, and value was influential for negative eWOM only. Atmosphere, service and location were found to be insignificant, indicating that they are ‘indifferent’ factors for eWOM in the food tourism context. Female customers were more active in negative advocacy, while Generation Y customers were more active in positive advocacy. Food involvement was significantly related to both positive and negative eWOM.
Research limitations/implications
The results of this study provide useful marketing and service insights for restaurant managers in the digitally connected world, enabling them to formulate services based on factors critical for restaurant eWOM in the tourism context.
Originality/value
To fill a gap in the current literature in the era of digital marketing, this study takes a comprehensive yet industry-specific perspective on eWOM engagement by examining demographic factors and the food involvement of consumers as well as restaurant experience attributes. By investigating both positive and negative eWOM, this study presents meaningful practical and theoretical implications.
Details
Keywords
Clarinda Rodrigues, Heather Skinner, Charles Dennis and T.C. Melewar
The purpose of this paper is to propose a new framework on sensorial place brand identity.
Abstract
Purpose
The purpose of this paper is to propose a new framework on sensorial place brand identity.
Design/methodology/approach
This conceptual paper draws from sensory marketing and brand identity theories to propose an integrative model to develop sensorial place brand identity.
Findings
By relying on a broad spectrum of the literature, the study supports the notion that sensorial place brand identity is a bottom-up approach to branding that involves several enactment stakeholders and key influences as co-creators in the process of delivering sensory place branding messages based on a strong and unique place brand identity. This leads to the presentation of a provisional framework linking sensorial place identity, experiencescapes and multisensory place brand image.
Originality/value
This novel approach to place brand identity follows a holistic approach by considering several enactment stakeholders and key influencers as co-creators in the process of branding a place through the senses.
Details
Keywords
Alexandra Schnabel and Clem Bastow
From the authors’ personal and professional experiences, they have observed that autistic women are uniquely at risk of interpersonal trauma. Given the tendency for autistic women…
Abstract
Purpose
From the authors’ personal and professional experiences, they have observed that autistic women are uniquely at risk of interpersonal trauma. Given the tendency for autistic women to be overlooked in research and practice, this study aims to rectify this by exploring the relevant literature and including the voices of autistic women throughout this paper.
Design/methodology/approach
This study completed a literature review of quantitative and qualitative data relating to exposure to interpersonal trauma in autistic women. This study also reviewed relevant discursive evidence available on in memoirs and reports. This study also included dialogue between us as authors from an auto/“Autie”-ethnographic position.
Findings
Both clinical literature and discursive evidence support the idea that autistic women are uniquely at risk of interpersonal trauma, in particular, sexual victimisation. Explanatory factors are considered. Studies exploring rates of post-traumatic stress disorder (PTSD) were less consistent. Further evidence is required to better understand how autistic women experience and express PTSD and to inform assessment and treatment modifications.
Originality/value
To the best of the authors’ knowledge, this is the first paper to integrate clinical literature and discursive evidence on the topic of interpersonal trauma in autistic women. It provides useful insights into the experiences of autistic women in this space, directions for urgently needed future research and modifications to clinical practice.
The affectivity is conceptualised in the literary work of phenomenological theories as a significant factor in urban environments studies that are related to change people's…
Abstract
Purpose
The affectivity is conceptualised in the literary work of phenomenological theories as a significant factor in urban environments studies that are related to change people's feelings. This article aims to present toolkits for creating affective urban atmospheres, which is based on communications between people and place.
Design/methodology/approach
To better comprehend the links between the felt body theory and reconstructing affective urban atmospheres in urban environments, this article has performed bibliographic investigations on the sensible approaches and presented Toolkit related to the multi-sensory experience.
Findings
This article breaks new ground to discuss the concepts of the felt body, vital drive and daily multi-sensory experience as a contribution to urban studies applications.
Research limitations/implications
This article clarified the possibility of creating affective urban atmospheres through the concepts of affectivity as a process at a pre-design stage.
Originality/value
In conclusion, it is argued that work on multi-sensory experience in urban environments needs to address the felt body and vital drive to become a set of urban studies tools of perceptual dimension.
Details
Keywords
Khaled El-Shamandi Ahmed, Anupama Ambika and Russell Belk
This paper examines what the use of an augmented reality (AR) makeup mirror means to consumers, focusing on experiential consumption and the extended self.
Abstract
Purpose
This paper examines what the use of an augmented reality (AR) makeup mirror means to consumers, focusing on experiential consumption and the extended self.
Design/methodology/approach
The authors employed a multimethod approach involving netnography and semi-structured interviews with participants in India and the UK (n = 30).
Findings
Two main themes emerged from the data: (1) the importance of imagination and fantasy and (2) the (in)authenticity of the self and the surrounding “reality.”
Research limitations/implications
This research focuses on AR magic makeup mirror. The authors call for further research on different AR contexts.
Practical implications
The authors provide service managers with insights on addressing gaps between the perceived service (i.e. AR contexts and the makeup consumption journey) and the conceived service (i.e. fantasies and the extended self).
Originality/value
The authors examine the lived fantasy experiences of AR experiential consumption. In addition, the authors reveal a novel understanding of the extended self as temporarily re-envisioned through the AR mirror.
Details
Keywords
Satyam Mishra, Anubhav Mishra, Ashish Dubey and Yogesh K. Dwivedi
The purpose of this meta-analysis is to encapsulate the outcomes and generate meaningful conclusions by examining the factors that influence consumers' purchase and non-purchase…
Abstract
Purpose
The purpose of this meta-analysis is to encapsulate the outcomes and generate meaningful conclusions by examining the factors that influence consumers' purchase and non-purchase behaviour intention in a virtual reality retailing context.
Design/methodology/approach
This study integrates the outcomes from 52 studies, including 403 relationships involving 19,188 samples. The analysis was conducted using R-metafor and AMOS software.
Findings
The findings indicate that key factors that influence purchase and non-purchase behavioural intentions are virtual reality (VR)characteristics, virtual reality experience and consumer attitudes. VR experience is the strongest predictor for purchase decisions in virtual environment ,while consumer attitude towards VR most strongly influences the non-purchase behaviour of the consumers. Furthermore, the age of the respondents, cultural backgrounds (high vs low power distance) and gender moderate the relationship between consumers' attitudes and purchase and behaviour intentions.
Practical implications
Marketers can positively influence consumer attitudes and behavioural intentions by prioritizing the design of the virtual environment and facilitating unique experiences (by manipulating different sensory stimuli) in virtual retailing.
Originality/value
The current meta-analysis reconciles and reinforces the findings in the extant literature and provides a robust empirical generalization of the critical factors that influence consumers' purchase or behavioural intentions in a virtual retailing context.
Details
Keywords
The main aim of this study is to determine the effect of tourists' gastronomic experiences on food consumption emotions and experiential value. This research also examines the…
Abstract
Purpose
The main aim of this study is to determine the effect of tourists' gastronomic experiences on food consumption emotions and experiential value. This research also examines the effect of emotions and experiential value on behavioral intention.
Design/methodology/approach
A questionnaire survey was distributed to foreign tourists visiting Istanbul, Turkey. Using survey responses from 491 tourists, structural equation modeling (SEM) was used to test the hypotheses.
Findings
In the current study, the results showed that tourists' gastronomic experiences positively and substantially influenced their experiential value and food consumption emotions.
Research limitations/implications
In this study, the model created by Quan and Wang (2004) about the role of food in touristic experience is supported by empirical results. In the current study, the stimulus–organism–response (S-O-R) paradigm was adopted as the theoretical underpinning and was used to develop a holistic research framework. The findings of the research provide certain practical implications for how destinations can design, market and offer gastronomic experiences.
Originality/value
The research on tourists' gastronomic experience and food consumption emotions is limited although numerous studies on tourists' emotions have been conducted. This study is also one of the first to empirically evaluate the tourists' gastronomic experience with the emotional (food consumption emotions), cognitive (experiential value) and behavioral dimensions via S-O-R paradigm.
Details
Keywords
Majd AbedRabbo, Cathy Hart and Fiona Ellis–Chadwick
The purpose of this study is to explore the role played by digital channel integration in the town-centre shopping experience. It also explores how customers perceive the role of…
Abstract
Purpose
The purpose of this study is to explore the role played by digital channel integration in the town-centre shopping experience. It also explores how customers perceive the role of digital in the town-centres shopping journeys, improves shopping experiences and encourages positive future patronage behaviour. Ultimately, the aim is to identify the likely implications of a connected shopping experience on patronage intentions.
Design/methodology/approach
A qualitative research design using focus groups to explore customers' perceptions of connected town-centre shopping experiences was deployed. Then, data were analysed using thematic analysis to identify overarching themes.
Findings
Digital integration has the potential to serve discreetly different functions in the town-centre context: create interconnected information channels, facilitate improved connected shopping experiences, generate positive perceptions of a town, which subsequently shape future patronage intentions. The study also revealed expectations of digital integration are yet to be fully realised in the town-centre context and there are tensions between physical and digital domains to be overcome if digital integration is to positively influence patronage intentions.
Research limitations/implications
The nature of exploratory research tends to pose questions and open out a problem rather than provide definitive answers. This study has sought to highlight key issues and also provide points of departure for future studies. The significance and generalisability of the results are limited by the size and nature of the sample.
Originality/value
This study provides theoretical contribution to the town-centre literature by expanding the understanding of consumers' perceptions of the role of digital integration in shopping journey experiences and unlocks insights into its potential impact on future patronage intentions. Practical considerations for integrating digital in the town centre to create more connected shopping experiences.
Details