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 language | English |
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Pages (from-to) | 357-368 |
Number of pages | 12 |
Journal | JOURNAL OF THE ACADEMY OF MARKETING SCIENCE |
Volume | 35 |
Issue number | 3 |
DOIs | |
Publication status | Published - Sep 2007 |
MoE publication type | A1 Journal article-refereed |
Keywords
- brand community
- brand loyalty
- transcendent experience
- peak experience
- flow
- multi-method
- PEAK EXPERIENCES
- EXTENDED SELF
- CONSUMPTION
- CONSUMERS
- PARADIGM
- FLOW
- GIFT