Customer Journey: Touchpoint Thematic Cohesion

What it measures

Four items assess the degree to which a consumer perceives a brand's touchpoints as united by a clear and coherent thematic concept. This is one of three first-order dimensions of the effective customer journey design (CJD) second-order construct. AVE was .66 (U.S.) and .64 (Europe). Discriminant validity from the other two CJD dimensions was confirmed using the Fornell–Larcker criterion.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree; inferred)

Scale items

• The touchpoints of this brand are thematically rooted.
• The touchpoints of this brand have a clear thematic philosophy.
• This brand pursues a thematic concept.
• This brand stands for a specific theme and campaigns for it.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Response format inferred. Companion subscales measure touchpoint consistency (ID 958) and context sensitivity (ID 959); companion global measure is ID 961.

Recommended companion scales

Citation

Kuehn, C., Jozic, D., & Homburg, C. (2019). Effective customer journey design: Consumers' conception, measurement, and consequences. Journal of the Academy of Marketing Science, 47(3), 551–568.

Keywords