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Relationship between Purchase Intentions for Luxury Brands and Customer Experience - Comparative Verification Among Product Categories and Brand Ranks
Kazutoshi Fujiwara,
Shin’ya Nagasawa
Issue:
Volume 3, Issue 2-1, March 2015
Pages:
1-10
Received:
4 March 2015
Accepted:
4 March 2015
Published:
18 March 2015
Abstract: This paper aims to provide empirically validated evidence on the effect that experiences, which was proposed by Schmitt [1], have on purchase intentions. For this study, I chose GODIVA, Meiji, Ferrari, and Toyota as subject luxury brands and conducted comparative analyses between product categories (food and cars) and brand ranks (luxury brands [Note 1] and mass brands). The results suggested the following: 1) Providing customers with satisfaction through the five senses and positive feelings by taking advantage of advertisements, products, and store designs is something a brand must achieve at the very least, regardless of brand rank, for the product categories of food and cars, and providing this value alone will not be enough for luxury brands to distinguish themselves from mass brands. 2) Both food and car luxury brands make an attempt to distinguish themselves from mass brands by producing emotions that will make consumers want to have an active connection with other consumers or voluntarily recommend the brand to others. 3) Conspicuousness, which has been believed to be a typical motive for the consumption of luxury brands since the 19th century, does not necessarily apply today.
Abstract: This paper aims to provide empirically validated evidence on the effect that experiences, which was proposed by Schmitt [1], have on purchase intentions. For this study, I chose GODIVA, Meiji, Ferrari, and Toyota as subject luxury brands and conducted comparative analyses between product categories (food and cars) and brand ranks (luxury brands [No...
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Relationship between Purchase Intentions for Luxury Brands and Customer Experience: Second Report - Comparative Verification Based on the Big Five Personality Traits
Kazutoshi Fujiwara,
Shin’ya Nagasawa
Issue:
Volume 3, Issue 2-1, March 2015
Pages:
11-23
Received:
4 March 2015
Accepted:
4 March 2015
Published:
18 March 2015
Abstract: Schmitt [1] called the benefits of emotions that make consumers of particular products want to have an active connection with other consumers or voluntarily recommend the brand to others as the customer experience of Relate (hereinafter referred to as Relate). Fujiwara and Nagasawa [2] demonstrated, through an empirical study, that providing Relate is the key for luxury brands to set themselves apart from the mass brands. This paper is a follow-up report on that study. By adding a new focal point, namely consumer heterogeneity (differences in personality traits), this paper makes an attempt to provide empirically validated evidence on the effect that personality differences have on how consumers react to Relate. In the study, personality traits were classified based on the Big Five personality traits [Note 1], and multiple regression analyses were performed. The results suggested that providing Relate, when carrying out luxury brand strategies, is particularly effective for people with low levels of extraversion, high levels of conscientiousness, and low levels of neuroticism.
Abstract: Schmitt [1] called the benefits of emotions that make consumers of particular products want to have an active connection with other consumers or voluntarily recommend the brand to others as the customer experience of Relate (hereinafter referred to as Relate). Fujiwara and Nagasawa [2] demonstrated, through an empirical study, that providing Relate...
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Customer Experience and Determinants of Consumer Attitude Toward Luxury Brands: Observations in Japan And China
Ken Kumagai,
Shin’ya Nagasawa
Issue:
Volume 3, Issue 2-1, March 2015
Pages:
24-34
Received:
17 March 2015
Accepted:
17 March 2015
Published:
23 March 2015
Abstract: This study extends Kumagai and Nagasawa’s (2015) discussion on consumer attitude toward luxury brands by conducting consumer research in Japan and China. It focuses on eight luxury brands—Ralph Lauren and Armani, Coach and Louis Vuitton, Tiffany and Cartier, and Cadillac and Mercedes Benz—in four product categories—apparel, leather goods, jewelry, and automobile, respectively. The determinants of consumer attitude and customer experience are discussed between the two countries and across the four categories. Customer experience is examined using a strategic experiential module (SEM). The multivariate statistics and discussion in this paper provide the following five implications. (1) Chinese consumer perception of luxury brands is generally similar to that of the Japanese. (2) Japanese and Chinese consumers’ attitude toward luxury brands, to some degree, is determined on the basis of three factors: perceived esthetics, perceived orthodoxy, and perceived rarity. The impact of perceived rarity on consumer attitude differs between Japan and China. (3) Perceived esthetics and orthodoxy have positive impacts on consumer brand attitude, but the impact of perceived rarity is not always positive across product categories. (4) The purchase intention regarding consumer luxury brands is directly influenced by perceived esthetics, perceived orthodoxy, and perceived rarity, and indirectly influenced through a consumer’s dreams. (5) Perceived esthetics and orthodoxy are considered proxy variables of SENSE, FEEL, THINK, and ACT in the SEM. Perceived rarity is considered to be related to RELATE, but not a proxy variable of RELATE because both function differently in certain cases. This is a complicated reflection of consumer reference groups, social interactions, and personalities, among other attributes.
Abstract: This study extends Kumagai and Nagasawa’s (2015) discussion on consumer attitude toward luxury brands by conducting consumer research in Japan and China. It focuses on eight luxury brands—Ralph Lauren and Armani, Coach and Louis Vuitton, Tiffany and Cartier, and Cadillac and Mercedes Benz—in four product categories—apparel, leather goods, jewelry, ...
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Customer Experience Affecting Human Kansei
Issue:
Volume 3, Issue 2-1, March 2015
Pages:
35-42
Received:
28 March 2015
Accepted:
30 March 2015
Published:
8 April 2015
Abstract: The purpose of this paper is to explain the relationships and the meaning of the customer experience approach, which involves manufacturing and fabrication influenced by human kansei. This paper urgues as follows; What are the products that appeal to the senses?, Kansei marketing, Customer Experience and Kansei Marketing, Customer Experience and Sstrategic Experiential Modules, Customer Experience and Kansei Quality, Relationships between the Information Processing of the Senses and Customer Experience, Relationships between Functional Benefits and Customer Experience, and Summaries of the Examples the manufacturer’s product development capabilities constitute a source of the customers’ experience, creating the customer experience of products, including lifestyles and culture.
Abstract: The purpose of this paper is to explain the relationships and the meaning of the customer experience approach, which involves manufacturing and fabrication influenced by human kansei. This paper urgues as follows; What are the products that appeal to the senses?, Kansei marketing, Customer Experience and Kansei Marketing, Customer Experience and Ss...
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Experiential Marketing Leading to Behavioural Intention - Testing the Mediation Effects of Information Search Cost
Chi-Hsien Kuo,
Shin’ya Nagasawa
Issue:
Volume 3, Issue 2-1, March 2015
Pages:
43-53
Received:
23 March 2015
Accepted:
23 March 2015
Published:
11 April 2015
Abstract: The luxury market has growth dramatically in the recent years. Researches for luxury market drew more attention in academic fields. This paper proposed in research model to understand the consumer consumption behavior based on the experiential marketing module proposed by Schmitt (1990). With 379 valid samples, this study found that both of sense and feel positively influenced the consumer trust and self-esteem. Indeed, information search cost fully mediated the relationship between the trust and behavioral intention, and partially mediated the relationship between the self-esteem and behavioral intention. For marketers who want to promote the market share, this study provides more comprehensive information on how to offer the efficient marketing clues to invest the limited resource on the critical variables in order to maximize the sales volume. More theoretical and managerial implications are also discussed in the last section.
Abstract: The luxury market has growth dramatically in the recent years. Researches for luxury market drew more attention in academic fields. This paper proposed in research model to understand the consumer consumption behavior based on the experiential marketing module proposed by Schmitt (1990). With 379 valid samples, this study found that both of sense a...
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Customer Experience and Luxury Strategy in Cosmetics Design
Shin’ya Nagasawa,
Yumiko Kizu
Issue:
Volume 3, Issue 2-1, March 2015
Pages:
54-59
Received:
29 March 2015
Accepted:
31 March 2015
Published:
13 April 2015
Abstract: We have conducted case studies that focus on the representation of luxury in cosmetics design for both domestic and foreign products and compared them based on the theory of customer experience proposed by Bernd H. Schmitt. In this study, we attempted to examine the representation of luxury in relation to cosmetics design, through the analysis of four brands using the customer experience framework as a basis for analysis. The three elements that are considered necessary for the representation of luxury in cosmetics design are as follows: (1) Brand image or company image that is easily identifiable. (2) Each element of design contains a story. (3) The design is innovative and has exclusivity. In terms of functionality and effect/efficacy, the options are without number. However, luxury cosmetics stand as absolute with irresistible appeal. Cosmetics are used on a daily basis to make women beautiful. Women also carry around makeup products in their purse, which may catch people’s eyes. In light of this, the representation of luxury in a cosmetic design can be an extremely important element.
Abstract: We have conducted case studies that focus on the representation of luxury in cosmetics design for both domestic and foreign products and compared them based on the theory of customer experience proposed by Bernd H. Schmitt. In this study, we attempted to examine the representation of luxury in relation to cosmetics design, through the analysis of f...
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Product Development of Les Merveilleuses LADURÉE Cosmetics and Customer Experience
Shoichi Kobayashi,
Takao Someya,
Shin’ya Nagasawa
Issue:
Volume 3, Issue 2-1, March 2015
Pages:
60-62
Received:
30 March 2015
Accepted:
31 March 2015
Published:
17 April 2015
Abstract: LADURÉE, a French manufacturer of high-grade Western confectioneries, and ALBION, a Japanese manufacturer of high-grade cosmetics, collaborated to develop and release a new cosmetic product series. These products became popular in the stagnant Japanese cosmetic industry. This study analyzed these products from the viewpoint of Bernd H. Schmitt’s customer experience marketing. Consequently, each module was found to possess a high level of customer experience, which was a primary factor in the series’ popularity.
Abstract: LADURÉE, a French manufacturer of high-grade Western confectioneries, and ALBION, a Japanese manufacturer of high-grade cosmetics, collaborated to develop and release a new cosmetic product series. These products became popular in the stagnant Japanese cosmetic industry. This study analyzed these products from the viewpoint of Bernd H. Schmitt’s cu...
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Application and Examination of the Concept of Customer Experience in the Development of “Ginza Honey” Skincare Products
Hiroko Kawanobe,
Shoichi Kobayashi,
Takao Someya,
Atsuo Tanaka,
Shin’ya Nagasawa
Issue:
Volume 3, Issue 2-1, March 2015
Pages:
63-65
Received:
30 March 2015
Accepted:
31 March 2015
Published:
17 April 2015
Abstract: The authors applied the concept of customer experience, advocated by Bernd H. Schmitt, to the IGNIS series, skincare products manufactured and sold by ALBION Co. Ltd., who launched a line of products that contain honey collected under the Ginza Bees Project. This paper discusses this product development case, as we were able to obtain a certain level of results.
Abstract: The authors applied the concept of customer experience, advocated by Bernd H. Schmitt, to the IGNIS series, skincare products manufactured and sold by ALBION Co. Ltd., who launched a line of products that contain honey collected under the Ginza Bees Project. This paper discusses this product development case, as we were able to obtain a certain lev...
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Product Development of IGNIS Nature Series Based on Bernd H. Schmitt’s ‘Customer Experience’
Takao Someya,
Shoichi Kobayashi,
Shin’ya Nagasawa
Issue:
Volume 3, Issue 2-1, March 2015
Pages:
66-72
Received:
30 March 2015
Accepted:
31 March 2015
Published:
17 April 2015
Abstract: We research into a variety of successful-selling products has clarified that offering appeals to customers’ sensibility values is the key to higher value-added products, rather than merely offering functionality and benefit. Thus, this quantification acts as a tool for analysis of difficult sensibility values. The analyses based on the concepts referred to as “customer experience” by Bernd H. Schmitt have indicated, through a large number of examples, that they are perfect for communicating the superiority of the products. With the analysis of the competitive advantage held especially in the high-class goods market, notions regarding this customer experience demonstrated a certain power and influence, and made it possible to clearly recognize the brand’s superiority and more easily compare the differences between brands. While the customer experience concept was utilized as a tool for analyses of existing successful products, it is also thought crucial for creating successful products by theoretically conferring sensibility value upon them. Therefore, we investigated methods by which products’ success rates could be raised by incorporating this concept of customer experience into the IGNIS Nature series manufactured and sold by the ALBION Co., Ltd. Here, ALBION’ Shirakami Laboratory adopted a value-added approach towards products by forming a framework for the same with plant extract compounds from various species of privately cultivated herbs. The result was an increase in sales volume.
Abstract: We research into a variety of successful-selling products has clarified that offering appeals to customers’ sensibility values is the key to higher value-added products, rather than merely offering functionality and benefit. Thus, this quantification acts as a tool for analysis of difficult sensibility values. The analyses based on the concepts ref...
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Experience Differentiation Strategy (1): Concepts of Consumer Experiences
Shin’ya Nagasawa,
Shinich Otsu
Issue:
Volume 3, Issue 2-1, March 2015
Pages:
73-77
Received:
4 April 2015
Accepted:
7 April 2015
Published:
23 April 2015
Abstract: In a mature market like recent Japanese economy, “experiential marketing” has received attention as “differentiation strategy.” In this paper, we investigate concepts of experiential marketing. The results show that 1) experiences are involved in obtaining, consuming, and disposing process of products, 2) experiences occurs in a situation consumer face, 3) experiences are behaviors and physiological/psychological effects. These understandings of experiences help us effectively use experiences as differentiation strategy. We have conducted case studies that focus on the representation of luxury in cosmetics design for both domestic and foreign products and compared them based on the theory of customer experience proposed by Bernd H. Schmitt. In this study, we attempted to examine the representation of luxury in relation to cosmetics design, through the analysis of four brands using the customer experience framework as a basis for analysis. The three elements that are considered necessary for the representation of luxury in cosmetics design are as follows: (1) Brand image or company image that is easily identifiable. (2) Each element of design contains a story. (3) The design is innovative and has exclusivity. In terms of functionality and effect/efficacy, the options are without number. However, luxury cosmetics stand as absolute with irresistible appeal. Cosmetics are used on a daily basis to make women beautiful. Women also carry around makeup products in their purse, which may catch people’s eyes. In light of this, the representation of luxury in a cosmetic design can be an extremely important element.
Abstract: In a mature market like recent Japanese economy, “experiential marketing” has received attention as “differentiation strategy.” In this paper, we investigate concepts of experiential marketing. The results show that 1) experiences are involved in obtaining, consuming, and disposing process of products, 2) experiences occurs in a situation consumer ...
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Experience Differentiation Strategy (2): Focus on Embodied Cognition and ACT Module
Shin’ya Nagasawa,
Shinich Otsu
Issue:
Volume 3, Issue 2-1, March 2015
Pages:
78-82
Received:
9 April 2015
Accepted:
9 April 2015
Published:
23 April 2015
Abstract: In a mature market like recent Japanese economy, “experiential marketing” has received attention as “differentiation strategy.” In this paper, we focus on behavior experiences (ACT Module of SEMs) in terms of “Embodied cognition.” Behavior experiences (ACT Module) are consumer’s behaviors and physiological /psychological effects occurs by consumer’s behaviors. The results shows that there are two points for leading to Behavior experiences (ACT Module), 1) design products that has factors leading to consumers behaviors, 2) design situations that has factors leading to consumers behaviors.
Abstract: In a mature market like recent Japanese economy, “experiential marketing” has received attention as “differentiation strategy.” In this paper, we focus on behavior experiences (ACT Module of SEMs) in terms of “Embodied cognition.” Behavior experiences (ACT Module) are consumer’s behaviors and physiological /psychological effects occurs by consumer’...
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Customer Experience of CHISO: The Centuries-old Business of Japanese Luxury Kimono Garments
Masakazu Ishikawa,
Shin’ya Nagasawa
Issue:
Volume 3, Issue 2-1, March 2015
Pages:
83-91
Received:
20 April 2015
Accepted:
20 April 2015
Published:
5 May 2015
Abstract: CHISO is a 460-year-old business based in Kyoto, Japan, that manufactures the traditional kimono. CHISO does not publicly advertise its product, but the company cooperates with high-visibility magazines to provide Yuzen kimonos for those graphic articles. CHISO also actively seeks to provide kimonos for Kyoto’s traditional dance theater, movies, and television dramas. We analyzed CHISO with several marketing models, including the four Ps, SWOT, VRIO and customer experience. We presupposed that it would be more effective to use the customer experience framework espoused by Bernd H. Schmitt rather than the traditional four Ps to analyze luxury products. CHISO has several crises during its long history, all of which were handled with aplomb.
Abstract: CHISO is a 460-year-old business based in Kyoto, Japan, that manufactures the traditional kimono. CHISO does not publicly advertise its product, but the company cooperates with high-visibility magazines to provide Yuzen kimonos for those graphic articles. CHISO also actively seeks to provide kimonos for Kyoto’s traditional dance theater, movies, an...
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