J. Josko Brakus

University of Leeds · Division of Marketing

Consumers react negatively to wrongdoings by brands. In this regard, managers often struggle to allocate their recovery resources effectively, as some consumers react more negatively to incidents that affect only themselves while others react more strongly to events that affect many people. In three experiments, we examine how consumers react to ne...

It is well established that experiences make people happy, but we still know little about how individual differences affect the relationship between consumption of experiences and happiness. This study focuses on gender as the predictor of happiness and addresses the following question: Do women and men differ in the way they attain happiness from...

The article won the award for Outstanding Paper-International Marketing Review-in the 2021 Emerald Literati Awards. ----------- Abstract: Purpose. The purpose of this paper is to investigate the relationship between consumer-based brand equity (CBBE) – conceptualized as consisting of brand awareness, perceived quality, brand associations, perceive...

By investigating gendered shopping styles across countries, the authors explore whether the differences between male and female shopping styles are greater than the differences in shopping styles exhibited by consumers across countries. With a conceptual model, this study tests an extant convergence hypothesis that predicts that men and women shoul...

The authors investigate gender shopping styles across countries and explore whether differences between male and female shopping styles are greater than differences in shopping styles between consumers across countries. The study develops a conceptual model to test Eagly and Wood's (1999) convergence hypothesis. Applied to shopping, this predicts t...

This study examines consumers’ value co-creation via several shopping channels including a traditional out-of-home shopping channel and “smart” channels where consumers use a computer, a mobile phone or social media. It focuses on the effect that value co-creation has on consumers’ shopping behaviour as well as on the perceived contribution of a sh...

This study examines consumers’ value co-creation via several shopping channels including a traditional out-of-home shopping channel and “smart” channels where consumers use a computer, a mobile phone or social media. It focuses on the effect that value co-creation has on consumers’ shopping behaviour as well as on the perceived contribution of a sh...

This study examines consumers’ value co-creation via several shopping channels including a traditional out-of-home shopping channel and “smart” channels where consumers use a computer, a mobile phone or social media. It focuses on the effect that value co-creation has on consumers’ shopping behaviour as well as on the perceived contribution of a sh...

The aim of this chapter is to develop knowledge of retail environments through an overview of the most used technologies in retailing and the contribution of in-store technologies to the experience of the fashion store environment. The chapter commences with an overview of the influence of multichannel development, consumer-facing technologies, and...

How stable are shopping styles of women and men across cultures? To find out, the authors develop a new scale that reliably measures differences between male and female shopping styles and is stable across cultures. They develop a conceptual model and hypotheses to test whether observed differences in gender shopping styles are likely to be innate...

Since shopping is not just about obtaining tangible products but also enjoyment and pleasure (Martineau 1958), a practical and theoretical concern is then to examine how specific design features of retail outlets stimulate consumers’ enjoyment and pleasure. According to Schmitt (1999), retail environments can provide consumers with compelling exper...

We explore how daily experiences, evoked by ordinary, everyday consumption activities, contribute to happiness and quality of life. Based on works in philosophy (Dewey, 1922; 1925) and cognitive science (Pinker, 1997), Brakus, Schmitt, and Zarantonello (2009) identified four dimensions of experience: sensory, affective, intellectual, and behavioral...

The authors discuss the current state and future scenarios of brand experience – a new concept that they contributed to the brand management literature. Specifically, they present three research and practical trends, and marketing challenges: (i) the proliferation of settings and media that evoke brand experiences; (ii) the role of brands in consum...

The aim of this chapter is to develop knowledge of retail environments through an overview of the most used technologies in retailing and the contribution of in-store technologies to the experience of the fashion store environment. The chapter commences with an overview of the influence of multichannel development, consumer-facing technologies, and...

This study shows how experiential product attributes that are part of the design of new products can create compelling consumer experiences. Following processing-fluency theory, when consumers attend to experiential attributes (sensory or affective), they should process them fluently (i.e., spontaneously and with little effort); however, consumers...

We comment on Gilovich and colleagues’ program of research on happiness resulting from experiential versus material purchases, and critique these authors’ interpretation that people derive more happiness from experiences than from material possessions. Unlike goods, experiences cannot be purchased, and possessions versus experiences do not seem to...

This paper draws on the construct of brand experience to investigate the previously little-researched role of digital signage (DS) in retail atmospherics. Face-to-face between-subjects survey experiments were carried out at permanent DS installations in the UK: a pretest in a university (n = 103), and a field trial at the Harrods department store,...

This article investigates the previously little-researched role of digital signage (DS) in retail atmospherics, using an environmental psychology framework, drawing support from the Limited Capacity Model of Mediated Message Processing (LCM). DS consists of screen displays in public spaces showing video. The method consisted of a structured questio...

This chapter evaluates the impact of digital signage, or digital communications networks (DCNs), on shoppers’ perceptions, emotions, and shopping behavior. Digital signage, which consists of screen displays in public spaces showing video, has been little researched to date. The chapter focuses on how consumer shopping behavior can be enhanced by an...

Digital signage (DS), public screens showing video, is an important, little-researched topic. The “direct” route in the elaboration likelihood model suggests that DS influences cognition, which then influences emotions whereas the “peripheral” route is emotion→cognition. We predict that these operate in parallel and report a survey of mall consumer...

Research has consistently shown that the process of eliciting environmental values is fraught with potential pitfalls that can produce biased estimates. The present research focused on how to preclude one such pitfall, overvaluation of a focal environmental entity, in light of the psychological processes that have been recently shown to underlie th...

Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sens...

Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sens...

The need to determine the value of environmental entities has generated substantial research regarding optimal methods for obtaining valuations from survey respondents. The literature suggests the importance of providing clear, complete descriptions of the entity being valued prior to respondents indicating their valuations. The target entity's att...

Thesis (M.S.)--Massachusetts Institute of Technology, Dept. of Civil and Environmental Engineering, 1995. Includes bibliographical references (leaves 151-154). by Josko Brakus. M.S.