Creative brand design influences on John Lewis customer experience

Sammour, Ammar (2020) Creative brand design influences on John Lewis customer experience. Journal of Brand Management , ISSN 1350-231X. (In Press)

Abstract

This study examines the relationship between corporate heritage brand design identity and customer experience of John Lewis Partnership (JLP), one of the most successful British retail heritage brands. The research addresses the key factors of corporate heritage brand design identity including modernity, uniqueness and creative style and the impact of these factors on customer experience. The findings establish the moderating role of brand innovation on the relationship between corporate heritage brand design dimensions and customer experience. The paper examines the customer experience of the John Lewis brand through which corporate heritage brand design influences customer satisfaction. An online survey targeting over 6000 customers in five main cities in England is used in this study, in addition to a 596-respondent survey undertaken in JLP stores, shopping centres, and public places within the United Kingdom. Finally, data from JLP online customers and followers to their social media channels contribute to this analysis. The results confirm the impact that heritage brand design identity has on attaining and sustaining customer satisfaction apropos an established UK corporate heritage retail corporate brand. The outcomes confirm that corporate heritage brand design identity represented through a creative design sustains the brand and acts as a bearer of brand ethos down the years. It also confirms that creative heritage brand design has a positive impact on customer experience. Furthermore, brand innovation has a significant impact on the relationship between corporate heritage creative brand design and customer experience. This study is one of the few empirical studies to introduce a theoretical framework vis-a-vis corporate heritage brand design identity and is also one of the first studies on corporate heritage brand management in the retail sector. This study confirms the proposition that creative design has the potential to help brand managers develop and augment their corporate heritage brand management strategy, especially in the retail sector. Marketers, designers and brand managers need to be aware of corporate heritage brand design traits that can be highly meaningful for their heritage products.

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