FOOD AS A WAY TO ENGAGE CUSTOMERS WITH LUXURY BRANDS

다국어 초록 (Multilingual Abstract)

Engagement has aroused tremendous interest in the marketing community, but studies examining engagement with luxury brands are absent. This study investigates whether luxury stores can use food to drive engagement with different customer segments. The results have important managerial implications and further our understanding of the behavioral drivers of (dis)engagement.
The old marketing reality in which brands communicate with customers through one-way advertising messages is long gone (Campbell, Parent, Berthon, 2011). Now, it is not only brands that broadcast messages to customers, but customers can initiate or actively participate in conversations with brands. This customers’ participation in conversations with brands can have an effect on their and other customers’ purchase decisions. Therefore, brands are now focusing on using advertising to get customers engaged with them.
Customer engagement has become a new way of describing brands’ relationships with customers. Scholars have offered many definitions of engagement. Some of them emphasize the psychological aspects of engagement (e.g., Calder Malthouse, and Schaedel, 2009; Mollen and Wilson, 2010), while others describe engagement in behavioral terms (e.g., Van Doorn et al., 2010; Verhoef et al.,
2010). The most comprehensive definition of customer engagement was offered by Brodie et al. (2011: p. 790) who describe customer engagement as “a psychological state that occurs by virtue of interactive, co-creative customer experiences with a focal agent/object (e.g., a brand) in specific service relationships. It occurs under a specific set of context-dependent conditions generating differing customer engagement levels; and exists as a dynamic, iterative process within service relationships that co-creates value. Customer engagement plays a central role in a nomological network governing theoretical relationships in which other relational concepts (e.g., involvement, loyalty) are antecedents and/or consequences of iterative customer engagement processes. It is a multidimensional concept subject to a context- and/or stakeholder-specific expression of relevant cognitive, emotional and/or behavioral dimensions.” As both this definition and other definitions in the extant literature (e.g., Calder et al., 2009; O’Brien & Toms 2010).