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Customer Experience Management / Marketing Branding
Submission Deadline: Mar. 29, 2015

This special issue currently is open for paper submission and guest editor application.

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Lead Guest Editor
Shin'ya Nagasawa
Graduate School of Commerce, Waseda University, Shinjuku-ku, Tokyo, Japan
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Guidelines for Submission
Manuscripts can be submitted until the expiry of the deadline. Submissions must be previously unpublished and may not be under consideration elsewhere.
Papers should be formatted according to the guidelines for authors (see: http://www.sciencepublishinggroup.com/journal/guideforauthors?journalid=175). By submitting your manuscripts to the special issue, you are acknowledging that you accept the rules established for publication of manuscripts, including agreement to pay the Article Processing Charges for the manuscripts. Manuscripts should be submitted electronically through the online manuscript submission system at http://www.sciencepublishinggroup.com/login. All papers will be peer-reviewed. Accepted papers will be published continuously in the journal and will be listed together on the special issue website.
Published Papers
Authors: Kazutoshi Fujiwara, Shin’ya Nagasawa
Pages: 1-10 Published Online: Mar. 18, 2015
Views 4484 Downloads 240
Authors: Kazutoshi Fujiwara, Shin’ya Nagasawa
Pages: 11-23 Published Online: Mar. 18, 2015
Views 4067 Downloads 95
Authors: Ken Kumagai, Shin’ya Nagasawa
Pages: 24-34 Published Online: Mar. 23, 2015
Views 6027 Downloads 235
Authors: Shin’ya Nagasawa
Pages: 35-42 Published Online: Apr. 8, 2015
Views 4435 Downloads 100
Authors: Chi-Hsien Kuo, Shin’ya Nagasawa
Pages: 43-53 Published Online: Apr. 11, 2015
Views 4820 Downloads 178
Authors: Shin’ya Nagasawa, Yumiko Kizu
Pages: 54-59 Published Online: Apr. 13, 2015
Views 5923 Downloads 187
Authors: Shoichi Kobayashi, Takao Someya, Shin’ya Nagasawa
Pages: 60-62 Published Online: Apr. 17, 2015
Views 4284 Downloads 92
Authors: Hiroko Kawanobe, Shoichi Kobayashi, Takao Someya, Atsuo Tanaka, Shin’ya Nagasawa
Pages: 63-65 Published Online: Apr. 17, 2015
Views 3623 Downloads 83
Authors: Takao Someya, Shoichi Kobayashi, Shin’ya Nagasawa
Pages: 66-72 Published Online: Apr. 17, 2015
Views 3695 Downloads 92
Authors: Shin’ya Nagasawa, Shinich Otsu
Pages: 73-77 Published Online: Apr. 23, 2015
Views 5118 Downloads 97
Authors: Shin’ya Nagasawa, Shinich Otsu
Pages: 78-82 Published Online: Apr. 23, 2015
Views 3823 Downloads 81
Authors: Masakazu Ishikawa, Shin’ya Nagasawa
Pages: 83-91 Published Online: May 5, 2015
Views 5120 Downloads 76
Here, we address the comprehensive experience related to consumption by customers; what we stress is not simple products and services but the customer experience, which is based on the situation in which the consumption occurs. The basic idea is rooted in the concept of the customer. It was Morris B. Holbrook who understood customers as “creatures of reason and sensibility;” he also said that “Customer consumption is often affected by emotional appeal” (Holbrook 1982).

Customer experience, in which the customer is recognized as a “creature of reason and sensibility” (Holbrook 1982), refers to the customer’s own experience in the situation of consumption of products and services. Bernd H. Schmitt classified into five values: SENSE (sensory), FEEL (emotional), THINK (cognitive), ACT (behavioral), and RELATE (relational) (Schmitt 1999).

Nowadays customer experience is a key word of management, marketing, and branding such as experiential marketing, brand experience, user experience, shopping experience, and so on.

The focus of this Special Issue spans applications of customer experiences to products, services, and branding.


1. Affective (Kansei) Engineering
2. Customer Experience
3. Emotional Branding
4. Emotional Design
5. Emotional Marketing
6. Experiential Branding
7. Experiential Management
8. Experiential Marketing
9. Shopping Experience
10. User Experience
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