Transcendent customer experience and brand community

John W. Schouten, James H. McAlexander*, Harold F. Koenig

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Transcendent customer experiences (TCEs), which have aspects of flow and/or peak experience, can generate lasting shifts in beliefs and attitudes, including subjective self-transformation. With data from a pre-test/ post-test quasi-experimental field experiment we examine the impact of TCEs on customers' integration in a brand community. Because TCEs are highly desirable and valued for their own sake, customers value marketing activities they perceive as instrumental to them. This study demonstrates that a TCE in the context of a marketer-facilitated consumption activity can strengthen a person's ties to a brand community, delivering a particularly strong form of brand loyalty.

Original languageEnglish
Pages (from-to)357-368
Number of pages12
JournalJOURNAL OF THE ACADEMY OF MARKETING SCIENCE
Volume35
Issue number3
DOIs
Publication statusPublished - Sep 2007
MoE publication typeA1 Journal article-refereed

Keywords

  • brand community
  • brand loyalty
  • transcendent experience
  • peak experience
  • flow
  • multi-method
  • PEAK EXPERIENCES
  • EXTENDED SELF
  • CONSUMPTION
  • CONSUMERS
  • PARADIGM
  • FLOW
  • GIFT

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