CE intensifies customer responses to brand stimuli

CE increases a customer’s points of contact with the provider across multiple channels

CE increases customer resource investments towards the provider

CE increases the volume, intensity, and diversity of customer-owned touchpoints

CE facilitates the absorption of brands into a customer’s broader lifeworld

CE increases the volume and diversity of social/external touchpoints along the journey

CE subjects customers to the influence of others

CE exposes customers to the social norms, values, and practices of other customers, affecting the customer’s experiences and behaviors

Customer purchases additional Apple products (e.g. Apple Watch)

Customer provides feedback that contributes to Apple changing customer service hours

Customer views broadcast of launch event for new iPhone model

Customer spends more time using Apple products and trying out different functionalities

Customer seeks additional opportunities to experience the brand (e.g. signs up for Apple Genius Bar tutorials)

Customer uses Apple products in as many areas of life as possible

Customer recommends Apple products to her friends

Customer decides to stop using Apple products due to the withdrawal of endorsement by the reference group

Customer learns how to solve Apple product-related problems through a peer-to-peer platform

Customer experiences a strong emotional reaction when watching a Harry Potter film

Customer visits Harry Potter film set.

Customer purchases a variety of Harry Potter merchandise

Customer incorporates Harry Potter merchandise into their lifestyle

Customer adopts a particular persona from the Harry Potter world

Customer makes her own Harry Potter scarf

Customer recommends Harry Potter books to her friends on social media

Customer reads Harry Potter fan fiction stories written by other fans

Customer learns how to participate in fan-created Harry Potter activities (e.g. cosplay)

Customer spends time watching Tesla’s ads on YouTube

Customer participates in the Tesla design contest

Customer visits Tesla website regularly and participates in Tesla events

Customer identifies as a “Tesla person.”

Customer enjoys spending time on the care and maintenance of her Tesla

Driving her Tesla becomes an immersive experience

Customer reads reviews of Tesla models on various websites

Customer pays more attention to Tesla-related social media posts

Customer stands up to Tesla critics