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Defining the antecedents of experience co-creation as applied to alternative consumption models
(2019)
Purpose – The purpose of this paper is to propose a conceptual framework of experience co-creation that captures the multi-dimensionality of this construct, as well as a research process for defining of the antecedents of experience co-creation.
Design/methodology/approach – The framework of experience co-creation was conceptualized by means of a literature review. Subsequently, this framework was used as the conceptual basis for a qualitative content analysis of 66 empirical papers investigating alternative consumption models (ACMs), such as renting, remanufacturing, and second-hand models.
Findings – The qualitative content analysis resulted in 12 categories related to the consumer and 9 related to the ACM offerings that represent the antecedents of experience co-creation. These categories provide evidence that, to a large extent, the developed conceptual framework allows one to capture the multi-dimensionality of the experience co-creation construct.
Research limitations/implications – This study underscores the understanding of experience co-creation as a function of the characteristics of the offering – which are, in turn, a function of the consumers’ motives as determined by their lifeworlds – as well as to service design as an iterative approach to finding, creating and refining service offerings.
Practical implications – The investigation of the antecedents of experience co-creation can enable service providers to determine significant consumer market conditions for forecasting the suitability and viability of their offerings and to adjust their service designs accordingly.
Originality/value – This paper provides a step toward the operationalization of the dimension-related experience co creation construct and presents an approach to defining the antecedents of experience co-creation by considering different research perspectives that can enhance service design research.
For the widespread establishment of a circular economy, the acceptance of used products among consumers is a prerequisite. This paper investigates the customer experience of product service systems related to used products (PSSuP), such as renting, remanufacturing, and second-hand models, and aims to point out the offering characteristics that effect customer response and customer engagement. This study was conducted by means of a content analysis-based literature review of 69 empirical PSSuP studies. A frequency analysis of the categories that determine customer experience creation was conducted, as well as a contingency analysis to reveal the interrelationship between these categories. On this basis, the different PSSuP types were compared, and four strategic orientations of customer experience creation in PSSuP are pointed out: price, confidence, convenience, and delight orientation. For each of these strategic orientations, supportive PSSuP offering characteristics are specified. Building on the findings of this study, theoretical and managerial implications for product–service systems marketing are pointed out, and the need for research on the role of information and communication technology as an enabler of customer experience creation in PSSuP is highlighted.
Case study: EMP
(2018)
The purpose of this research paper is to investigate the business model of the retailer EMP. The in-depth literature review develops the relevance of merchandising for the rock and heavy metal scene and the relevance of EMP within that market. Literature about existing approaches of multi-channelling has been reviewed. Based on this theoretical framework, a case study of EMP has been drafted. Findings are discussed, focusing on the performance of EMP as a multi-channel and lifestyle retailer and additionally provide valuable managerial implications for fashion retailers. Implications for further research address lifestyle retailers to contribute to the findings or validate them with different examples. The research is clearly limited by the amount of scholar literature concerning EMP in particular. Hence, magazines, journals and information provided by the company serve as reference. Even though EMP provided some information, gathering any information about how EMP manages multi channelling operationally was not possible.
This article aims to point out main changes of the music industry since the advent of the Internet and how the fashion industry can learn from it. Different factors are researched with a birds-eye perspective by conducting a literature review. The results are limited by the availability of sources and the implications are based on a theoretical foundation. For further research the conclusions drawn for the fashion industry have to be proven empirically. After reading the paper, the reader has rather an overview of the changed circumstances and how the music industry reacted than deep knowledge in each field. More specifically, this paper gives an overview of the changed circumstances due to digitalisation and how the music industry reacted within. As both the fashion and music industry have their similarities, they are limited in their comparability, since fashion products cannot be fully digitalized like a music record. The fact that the music industry had to reinvent itself rapidly to adopt new possibilities and chances results from the article. To make use of the sustainability trend and to build communities in order to include them in the creation process are the major suggestions for the fashion industry.
The purpose of this paper is to give an overview about the links between the fashion and music industry. It focuses on the idea that digitalization has broken the rules of the traditional music industry value chain. This touches both the production and the consumption side of music. This change finally also has an intense impact on the fashion industry, as the music industry has been big supplier of fashion trends itself. The absence of this supplier plus the changes within the fashion industry itself by the fast-fashion development are considered as a reason for more competition and therefore price pressure. An in-depth future research about the fashion and music system is therefore required to develop answers for the current situation. This article should be interpreted more as a personal viewpoint of the author to this topic rather than a research paper based on the usual methodological criteria.
Purpose of the present research paper is to examine the current state of research, define dimensions of research and reveal gaps in research on the topic of ‘Fashion and music’. To do so, the methodology of a scientific literature review was applied. The literature review revealed that music and its business mainly serve the fashion industry as influencer on trends, image building marketing tool, support of fashion processes and contributor to the development of innovative fashion products. Both industries provide identify-forming features, unify their mutual target groups in a certain lifestyle and thus enlarge their own target market. This results in increased brand awareness, image and credibility, emotionalized brand experience, differentiation and sophisticated brand identity. The present paper can serve as the basis for further research. It is limited by the time, depth and availability of data collection, the predominance of grey literature and its focus on the modern relationship of fashion and music.
Aim of this paper is to provide an understanding to which extent music and fashion interdepend and interact referring to the music and fashion trend development, focusing the period from 1950 till today. It further helps the reader to gain an insight if the technology provided influences the development and the access of music and fashion in future. The research for this paper required the use of secondary sources including library and online research. The goal was to gather information about the former and current development of music and fashion. These methods were the best alternatives of secondary sources as they provided trusted results thus enhancing the accuracy of the data being collected. But however they were also limited since mainly data for the fashion and music development of the noughties were limited. This is explainable by the key finding that the development of this time is not as distinct as the one of the former times, when a fashion trend came along with a new music genre or hit, which implies that fashion and music correlate to a certain extent, but characterized by a reactivation of the music and fashion trends of previous times without any new inventions.
This paper is purposed to examine the impact of grunge music on fashion and to explain how grunge music is reflected in grunge style. The research methodology applied is a case study on grunge music and grunge style. Key findings suggest that different elements of grunge music had a great impact on the evolution of grunge style: Mentality and philosophy of the movement, musical style and sound as well as lyrical concerns are incorporated by grunge style. Commercial exploitation of grunge partly led to its downfall. Moreover, the original spirit of the movement is not commonly shared by all sub-genres’ respective contemporary styles. Musicians had great impact on the evolution of grunge style and unintentional rose to style icons. The research is limited by the amount of academic literature concerning the connection between grunge music and grunge style. Therefore, journal entries and blogs are used as reference as well.
The purpose of this paper is to identify the role of in-store music in the fashion retail environment and to describe music as an atmospheric building tool in order to influence customer behaviour with emotions created by musical compositions. As offline retailer try to differentiate their stores through shopping experiences, atmospherics like visuals, scent and sound are appropriate tools to reinforce brand image and therefore customers’ willingness to enter, explore and purchase. Music can be a powerful primary element in creating or enhancing sensory experiences of shoppers and serves as a powerful connection to emotions. Focus of the literature review lies on the emotions which are triggered though different musical characteristics and then affect the customer behaviour. The paper offers a concisely presented review and highlights crucial aspects on what role in-store music has on customers’ perception of atmosphere, emotions and behaviour.
Music is omnipresent and an important factor for cultural and social development. Thus, the connection between music and fashion has rarely been contemplated yet. In particular, this research paper is concerned with the connection between music and fashion communication, with special interest to its emotional background in the context of neuromarketing. The research question of how music affects the perception of a fashion brand, when regarded as emotional stimulus in the context of neuromarketing, has been investigated by researching existing literature. Without attempting to explain neurological processes to their core, this paper tries to give an overview of how music generates emotion and how this can be used for branding activities. This led to the result that music causes positive emotional response of the consumer, when used in marketing actions. Through emotional response, the perception, identity, and recall of a brand are strongly influenced.