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Article
Publication date: 10 September 2018

Damien Chaney, Renaud Lunardo and Rémi Mencarelli

The purpose of this paper is to propose both a retrospective and a prospective look at one of the most powerful concepts in marketing research: consumption experience.

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Abstract

Purpose

The purpose of this paper is to propose both a retrospective and a prospective look at one of the most powerful concepts in marketing research: consumption experience.

Design/methodology/approach

A historical review of the development of the concept of consumption experience is conducted from its introduction 35 years ago by Holbrook and Hirschman’s (1982) seminal paper to the most recent advances, including the articles selected for this special issue.

Findings

First, the authors show that the introduction of the concept of consumer experience was a major (r)evolution on the theoretical, methodological and managerial levels. Second, the authors examine the theoretical risks associated with a biased conceptualization of the consumption experience. Third, the authors highlight future avenues for research on the consumption experience from both macro- (“zoom-out”) and micro-analytic (“zoom-in”) perspectives.

Originality/value

This paper offers a comprehensive view on one of the most disruptive concepts in marketing theory.

Details

Qualitative Market Research: An International Journal, vol. 21 no. 4
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 8 March 2021

Damien Chaney, Julien Gardan and Julien De Freyman

The purpose of this paper is to present the relationship implications of additive manufacturing (AM), which has the ability to produce layer-by-layer three-dimensional complex…

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Abstract

Purpose

The purpose of this paper is to present the relationship implications of additive manufacturing (AM), which has the ability to produce layer-by-layer three-dimensional complex products by adding material in comparison to traditional manufacturing processes which remove material – for industrial marketing.

Design/methodology/approach

After presenting the literature on customer relationships and digital technologies in business-to-business, the study uses a “zoom-out” and “zoom-in” perspective to review the extant literature on AM and then makes study propositions for industrial marketing.

Findings

Through the adoption of AM technologies, the study suggests that firms can improve their level of servitization through customized products, offer more sustainable value propositions and empower their customers through the sale of digital files, which can be considered as levers to strengthen relationships with customers.

Research limitations/implications

This paper makes several propositions regarding the relationship implications of AM for industrial marketing that further research should test.

Practical implications

This paper highlights the relational benefits that adopting AM may represent for companies.

Originality/value

While AM which is considered as an industrial revolution has generated a wide body of research in engineering and operations and technology management sciences, its impact on industrial marketing remains understudied.

Details

Journal of Business & Industrial Marketing, vol. 37 no. 1
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 4 April 2019

Mathilde Pulh, Rémi Mencarelli and Damien Chaney

This paper aims to investigate the consequences of the heritage experience in brand museums on the consumer–brand relationship. By highlighting its heritage within a museum, the…

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Abstract

Purpose

This paper aims to investigate the consequences of the heritage experience in brand museums on the consumer–brand relationship. By highlighting its heritage within a museum, the brand proposes a specific experience that deserves attention because it is based on memory and communal identity, thus creating or strengthening a relationship with consumers.

Design/methodology/approach

Ethnographic case studies were conducted through direct observation and extensive interviews with 72 visitors at two brand museums, the Fallot Mustard Mill and the House of the Laughing Cow.

Findings

The results highlight the emergence/strengthening of the relationship between consumers and the brand through the development of intimacy with the brand and the emergence of supportive behaviors toward the brand in the form of commercial support, ambassadorship and volunteering.

Research limitations/implications

By characterizing and articulating the different relational consequences of visiting a brand museum, this research contributes to the literature dedicated to heritage experiences in consumption contexts and to the literature dedicated to consumer–brand relationships in servicescapes.

Practical implications

The study shows the necessity of grounding “heritage” in the physical setting of the brand museum to create a meaningful experience for visitors and, in turn, a deep relationship. Managers should treat brand museums as a relational tool in the marketing strategy of the brand and approach them from the perspective of long-term profitability.

Originality/value

While the literature has examined the spectacular and esthetic experiences brand museums offer, this study is the first to characterize the heritage experience and to document its consequences in terms of the consumer–brand relationship.

Details

European Journal of Marketing, vol. 53 no. 10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 25 July 2024

Elodie De Boissieu and Damien Chaney

The purpose of this paper is to explore the specific characteristics of consumers’ lived experience in a brand museum within a luxury context. While previous research has…

285

Abstract

Purpose

The purpose of this paper is to explore the specific characteristics of consumers’ lived experience in a brand museum within a luxury context. While previous research has investigated this experience through the lens of brand heritage, the unique attributes and prestigiousness of the luxury field have not yet been examined. The authors argue that these distinctive features may alter the brand heritage experience in significant ways.

Design/methodology/approach

To understand the dimensions of a brand heritage experience in a luxury context, the authors applied a qualitative method using reflexive introspection. Specifically, the authors used 89 reflective introspections of 29 visitors of nine different luxury brand museums.

Findings

The findings indicate that a brand heritage experience in luxury is based on four dimensions: aesthetic, authentic, scientific and mythic. The data also reveal the heterogeneous aspect of the experience, which varies according to the level of consumers’ brand familiarity as well as whether the museum visit is led by a guide or not.

Originality/value

The authors contribute to the literature by emphasizing a new dimension of a brand heritage experience in luxury: a mythic dimension. This study also unveils the impact of contextual factors on the brand heritage experience.

Details

Qualitative Market Research: An International Journal, vol. 27 no. 5
Type: Research Article
ISSN: 1352-2752

Keywords

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Article
Publication date: 3 October 2023

Michael S.W. Lee and Damien Chaney

While the metaverse is promised to be the next big step for the Internet, this new technology may also bear negative impacts on individuals and society. Drawing on innovation…

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Abstract

Purpose

While the metaverse is promised to be the next big step for the Internet, this new technology may also bear negative impacts on individuals and society. Drawing on innovation resistance literature, this article explores the reasons for metaverse resistance.

Design/methodology/approach

The study is based on 66 semi-structured interviews, and the subsequent data were analysed thematically.

Findings

The findings revealed 11 reasons for metaverse resistance: lack of understanding, lack of regulation, addiction avoidance, claustrophobia, loss of social ties, disconnection from reality, privacy concerns, extreme consumer society, unseen benefits, infeasibility and nausea.

Practical implications

By understanding the various reasons for metaverse resistance managers and policymakers can make better decisions to overcome the challenges facing this innovation, rather than adopting a “one-size-fits-all” approach.

Originality/value

While the literature has mainly adopted a positive perspective on the metaverse, this research offers a more nuanced view by identifying the reasons why consumers may resist the metaverse. Furthermore, this study introduces for the first-time “addiction-driven-innovation-resistance (ADIR)” as a potential reason for metaverse resistance, which may also apply to other cases of innovation resistance, when new innovations are perceived as being “too good” and therefore potentially addictive.

Details

Internet Research, vol. 34 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

Available. Content available

Abstract

Details

Internet Research, vol. 34 no. 1
Type: Research Article
ISSN: 1066-2243

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Book part
Publication date: 23 August 2019

Eleanor Peters

Abstract

Details

The Use and Abuse of Music: Criminal Records
Type: Book
ISBN: 978-1-78769-002-8

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Article
Publication date: 3 August 2021

Georgios Patsiaouras

Employing the Star Wars brand as a case study, this paper seeks to critically discuss the importance of comparative mythology for inter-generational branding and consumption…

509

Abstract

Purpose

Employing the Star Wars brand as a case study, this paper seeks to critically discuss the importance of comparative mythology for inter-generational branding and consumption practices within arts related markets.

Design/methodology/approach

Secondary data have been gathered focusing on the analysis of material in the form of books, academic journals, films, videos, television programs, websites and media reports related to the interface between comparative mythology, the Star Wars brand.

Findings

First, this paper indicates how the long-standing success of the Star Wars brand mirrors and reflects the power of monomythic storytelling in creating a platform for arts and place building branding associations and extensions for numerous products and services. Second, this study shows and highlights the potential of monomythic structures/storytelling and comparative mythology in acting an underlying cultural platform whereupon several arts brand associations, narratives, extensions and overall strategies can emerge. Finally, this project suggests how arts marketing scholars could further explore the infusion of mythological narratives within branding practices in the areas of performing/visual arts, museums, entertainment and arts related tourism campaigns.

Originality/value

Focusing on the most successful film franchise of all times, this study argues that comparative mythology constitutes an endless source for common templates of artistic, cross-cultural and inter-generational marketing practices focusing on universal moral codes and archetypes.

Details

Arts and the Market, vol. 12 no. 1
Type: Research Article
ISSN: 2056-4945

Keywords

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