... journey. 25 05 2023 01 11 2023 14 02 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Dominant logic Experiential marketing Customer journey Customer experience Experience-dominant logic Getting the logic underpinning...

..., comforting, caring, innovative, pleasant, appealing and convenient), which influence key variables in customer–brand relationships including customer satisfaction, brand attachment and customer lovemarks. Originality/value This study has implications for current theory on experiential marketing, branding...

... or stochastic; anti-structural design can serve cause-related marketing by focusing on three stages: doing, showing and sharing; and experiential marketing can serve societal and social causes. Research limitations/implications This research involved a single field. Further research with more heterogeneous...

... the empirical stage yet. It is further limited to the analysis of secondary data. Originality Social science in general and experiential marketing specifically has yet to examine the ability of food or drinking experiences as an engagement tool for climate change. Coffee is ubiquitous in culture...

... Licensed re-use rights only Emotions Marketing theory Consumer experience Consumption experience Experiential marketing Many concepts have been presented in the marketing field as possible breakpoints able to lead to radical shifts and a redesign of the theoretical frameworks...