An exploration of comfort brands and the theory of brand comfort

This paper advances a new theory of brand comfort that arises from physical comfort, combined with cognitive components (driven by rational trust judgements of quality and reliability) and emotional components (driven by perceptions of affective trust, authenticity, nostalgia and brand love). Two exploratory studies reveal that consumers frequently crave, seek out and attain comfort through branded comfort foods as well as non-food comfort brands. Further, the studies each uncover that attaining comfort through brand consumption yields feelings of emotional support, safety, nostalgia and social connectedness. Findings suggest that consuming comfort brands is an extremely widespread practice, especially in the current era of fear, isolation and social distancing. © HENRY STEWART PUBLICATIONS.

Viewpoint: internet revolution lessons applied to post-pandemic service delivery (a North American perspective)

Purpose This study aims to propose research directions for service providers to most effectively navigate through (and beyond) the post-pandemic service delivery challenges from a North American perspective. Design/methodology/approach This paper is based on the personal reflections of an academic researcher who has focused on the intersection of technology in services marketing for nearly 25 years. Findings The paper takes the position that much of what was learned through the internet revolution (early 2000s) can help us to understand the process of evolving into a post-pandemic environment. Both situations completely altered the way services are typically produced and consumed, and academic researchers can (and should) play a role by addressing these important business issues. Two major themes from early Self-Service Technology (SST) research include consumer adoption of new technologies and the consumer experience with SSTs. Pandemic requirements for service providers forced a very similar adaptation as experienced during the internet revolution with SSTs, thus our pandemic experiences can be viewed through a similar lens. Research limitations/implications This paper urges service researchers and business professionals alike to consider the potential improvements in service delivery from the adjustments to the COVID-19 pandemic and, as appropriate, incorporate those into service provision in the future. Just as firms who were best able to adapt to the internet revolution dynamics were most successful, those that are able to adjust most quickly in the post-pandemic environment are likely to be the most successful. Originality/value The insights provided here are intended to stimulate research and continued exploration of the post-pandemic service environment.