Can brand experience increase customer contribution: How to create effective sustainable touchpoints with customers?

In the digital era, there are several consumer touchpoints and some of them, such as word of mouth, occur even if they are not intended by the firms. Conversation among customers has become one of the most influential sources of information on purchase decisions. Favorable discussions amplify the brand’s equity, but negative discussions can damage the brand. Although customers’ conversations can be uncontrollable, firms may be able to influence...