The role of pre-consumption experience in perceived value of retailer brands: Consumers' experience from emerging markets

Kai Jiang, Sherriff Ting-kwong Luk and Silvio Cardinali

Journal of Business Research, 2018, vol. 86, issue C, 374-385

Abstract: This empirical study integrates the theory of brand touchpoints and the theory of brand experience to investigate the combined effect of pre-consumption and consumption experience on consumer perceived value (CPV) and brand preference. We chose cosmetics retailing for investigation and consumers from a major emerging market: China. Findings reveal that favorable experience with the brand's marketing communication activities during the pre-consumption stage will elicit positive affective responses to enhance brand preference that contributes directly to perceived value and indirectly to brand loyalty. The study extends the conceptualization of consumption-based evaluation of perceived value of service brands to include the consideration of pre-consumption experience. Our findings contribute to a better understanding of the impact of different contact points on the development of brand equity in both pre-consumption and consumption phases from a holistic brand management perspective and provide guidelines for resource allocation on various marketing mix programs.

Keywords: Pre-consumption experience; Consumption experience; Retail service; Customers perceived value; Brand loyalty, CPV (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:86:y:2018:i:c:p:374-385

DOI: 10.1016/j.jbusres.2017.09.026

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