Transcendent Customer Experience and Brand Community
Journal
Journal of the Academy of Marketing
ISSN
0092-0703
ISSN-Digital
1552-7824
Type
journal article
Date Issued
2007-09-01
Author(s)
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.
Language
English
HSG Classification
contribution to scientific community
Refereed
No
Publisher
Springer Science + Business Media LLC
Publisher place
New York, NY
Volume
35
Number
3
Start page
357
End page
368
Pages
12
Subject(s)
Division(s)
Eprints ID
227760