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The role of affective and cognitive responses to brand experiences in the relationship with customers.

Lookup NU author(s): Professor Eleftherios AlamanosORCiD, Professor Savvas PapagiannidisORCiD


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The project suggests that brand affective and material experiences enhance customers’ happiness which in turn can influence willingness to spread positive word-of-mouth. The study employed an online survey with cellphone users in the USA. The results suggest that customer pleasure and meaning are the main outcomes of brand customer experience which in turn can enhance the relationship between the brand and its customers in the form of word-of-mouth promotions. The study also suggests that the relationships are moderated by key decisions that customers take during the purchasing process. To our knowledge, this is the first empirical study linking the managerial research stream concerning marketing elements that are under the firm’s control with the consumer-orientated one regarding the sources and nature of experience. Our model introduces a key link between brand experience and customer relationship outcomes such as word of mouth promotions that are a consequence of evoked, positive experience and predictive of managerially desirable outcomes; that key link is customer happiness in the form of pleasure.

Publication metadata

Author(s): Brakus J, Alamanos E, Dennis C, Papagiannidis S, Bourlakis M

Publication type: Conference Proceedings (inc. Abstract)

Publication status: Published

Conference Name: Academy Of Marketing Science 24th World Marketing Congress

Year of Conference: 2023

Acceptance date: 24/01/2023