Transcendent customer experience and brand community

被引：344

作者：

Schouten, John W.

McAlexander, James H. ^{[1
]}

Koenig, Harold F.

机构：

[1] Oregon State Univ, Coll Business, Corvallis, OR 97331 USA

[2] Univ Portland, Pamplin Sch Business Adm, Portland, OR 97203 USA

来源：

JOURNAL OF THE ACADEMY OF MARKETING SCIENCE | 2007年 / 35卷 / 03期

关键词：

brand community; brand loyalty; transcendent experience; peak experience; flow; multi-method;

D O I：

10.1007/s11747-007-0034-4

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：357 / 368

页数：12