The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price). The model includes product-level, category-related controls (hedonic value and utilitarian value) and brand-level controls (brand differentiation and share of voice). The authors compile an aggregate data set for 107 brands from three separate surveys of consumers and brand managers. The results indicate that when the product- and brand-level variables are controlled for, brand trust and brand affect combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in turn, leads to greater market share, and attitudinal loyalty leads to a higher relative price for the brand. The authors discuss the managerial implications of these results.

The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty:

The authors update and extend their 1978 review of conjoint analysis. In addition to discussing several new developments, they consider alternative approaches for measuring preference structures in...

https://www.jstor.org/stable/info/1251756

Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice:

Understanding customer experience and the customer journey over time is critical for firms. Customers now interact with firms through myriad touch points in multiple channels and media, and customer experiences are more social in nature. These changes require firms to integrate multiple business functions, and even external partners, in creating and delivering positive customer experiences. In this article, the authors aim to develop a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior. To achieve this goal, they examine existing definitions and conceptualizations of customer experience as a construct and provide a historical perspective of the roots of customer experience within marketing. Next, they attempt to bring together what is currently known about customer experience, customer journeys, and customer experience management. Finally, they identify critical areas for future research on this important topic.

/pdf/understanding-customer-experience-throughout-the-customer-52i6qreyzk.pdf

Understanding Customer Experience Throughout the Customer Journey

https://www.rug.nl/staff/p.c.verhoef/jr_customer_experience.pdf

Customer Experience Creation: Determinants, Dynamics and Management Strategies

Research on how store environment cues influence consumers’ store choice decision criteria, such as perceived merchandise value and shopping experience costs, is sparse. Especially absent is research on the simultaneous impact of multiple store environment cues. The authors propose a comprehensive store choice model that includes (1) three types of store environment cues (social, design, and ambient) as exogenous constructs, (2) various store choice criteria (including shopping experience costs that heretofore have not been included in store choice models) as mediating constructs, and (3) store patronage intentions as the endogenous construct. They then empirically examine the extent to which environmental cues influence consumers’ assessments of a store on various store choice criteria and how those assessments, in turn, influence patronage intentions. The results of two different studies provide support for the model. The authors conclude by discussing the results to develop an agenda for addit...

The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions

http://www.dhruvgrewal.com/wp-content/uploads/2014/09/2009-JR-CustomerExperienceManagement.pdf

Customer Experience Management in Retailing: An Organizing Framework

An experimental approach to making retail store environmental decisions.

http://www.dhruvgrewal.com/wp-content/uploads/2014/09/2003-JR-ENV.pdf

The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores

Internet retailing: enablers, limiters and market consequences

http://www.dhruvgrewal.com/wp-content/uploads/2014/09/2007-JR-Review-2002-07.pdf

Michael Levy

Papers

Customer Experience Management in Retailing: An Organizing Framework

An experimental approach to making retail store environmental decisions.

The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores

Internet retailing: enablers, limiters and market consequences

Retailing research: Past, present, and future