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Purpose Flow is an important yet under-utilized concept to examine extraordinary experiences in service encounters. An extensive review of extant literature revealed several conceptual concerns that have contributed to a blurred understanding of flow. The purpose of this paper is to develop a conceptualization of flow that is complete yet parsimonious. Design/methodology/approach The paper includes a survey (Study 1, N=202) that covers gaming and online services and a field study (Study 2, N=448) covering a festival context. Structural equation modeling and regression-based mediation analysis are used to analyze the data. Findings Flow can meaningfully be conceptualized as the process from engrossment to enjoyment. Engrossment comprises loss of self-consciousness, transformation of time, concentration on the task at hand, and action-awareness merging. In service encounters with high achievement content (e.g. gaming or sports), challenge-skill balance, clear goals, unambiguous and immediate feedback, and sense of control serve as antecedents of engrossment. Yet flow also appears in service contexts without achievement content (i.e. where consumers have less control over the outcomes of their performance, such as when listening to music). Across service contexts, the enjoyment and engrossment (directly or indirectly) impact service loyalty. Practical implications In terms of improving loyalty or training outcomes service providers should have a clear interest in providing the utmost potential for creating flow experiences during the service encounter. Hedonic offers that allow engrossing in the activity seem particularly effective in this regard. Originality/value This paper offers a clear theoretical and empirical distinction of formerly treated facets of flow. It further contributes to extant literature by providing a revised conceptualization that regards flow as the process from engrossment to enjoyment. The revised conceptualization is void of unnecessary dimensions and can be applied and compared across various research contexts, including hedonic, nonachievement services. Moreover, the paper indicates that research streams on flow and immersion might be linked more closely.

Event–brand congruence is crucial for the success of event marketing and sponsorship. However, a number of different approaches to measure the construct have been used. Additionally, there is no agreement on the main drivers of global congruence judgments. The present research addresses these issues. Results show that measuring global congruence with either single-item or multiple-item measures leads to different results and interpretations. Semantic differentials appear to be least suited in this respect. Regarding single-items measures, reasons pro and con their use are identified. Moreover, results show that image-based, functional-based, and user-based congruence should be considered jointly as important antecedents of global event–brand congruence.