The relationship between lifestyle and consumer experience management: a study of case in the retail sector

• Autor(a) principal: Callegaro, Ana Rita Catelan
• Data de Publicação: 2020
• Outros Autores: Callegaro, Fernanda Catelan, Araujo, Clécio Falcão
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/14811
• topic: Lifestyle; Consumption experiences; VALS; Retail; Estilo de Vida; Experiências de Consumo; Varejo

Objective: This article intends to analyze the relationship between lifestyle and consumer experience management.Method: We decided on a multi-method research approach, through a case study of the brand Gang. The research had a qualitative stage. We conducted in-depth interviews, checked the brand's physical stores, and analyzed pertinent documents. This study figured a quantitative stage as well, in which consumers of the brand answered an online questionnaire and, by the end, a qualitative stage through in-depth interviews with the brand’s consumers.Originality/Relevance: this article focuses on the alignment between the concepts of lifestyle and consumer experience, analyzing both convergent and divergent aspects within this relationship.Results: the results show that, understanding consumer experiences through their lifestyle can be considered appropriate to create and sustain the experience proposed by a brand.Theoretical/methodological contributions: Considering that there are controversies in the literature about the most appropriate method to measure customer experiences, this study contributes by proposing a multi-method research approach. Furthermore, this topic has been addressed in the literature by considering only the company's vision in customer experience management. This study will consider a two-way view - the company's look as well as the consumer's perception.