Article2012

Nuevas tendencias del marketing: el marketing experiencial.

María Moral Moral · María Teresa Fernández Allés

50 citations0/0 files storedEntelequia: revista interdisciplinar

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Retail Behavior Studies Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Increased competition in the markets and the existence of greater competition between companies as well as changes in purchasing behavior of consumers has highlighted the need for a marketing concept more in line with current reality market and consumer demand (Palmer, 2010, Srinivasan and Srivastava, 2010). Thus arises the so called Experiential Marketing, one of the latest developments in the discipline of marketing, which aims to offer consumers a unique consumer experience, establishing a relationship with the brand or company, based on emotions, feelings or thoughts, between other aspects, which wakes the consumer product. Despite being the theoretical development and application of Experiential Marketing in its early stages (Hosany and Witman, 2010; Tsiotsou and Ratten, 2010), the main objective of this study focuses on the current status of the investigation into the same, reviewing the main contributions in the literature, because of the contributions and benefits that the future application of this new vision of marketing can bring in business. Specifically, we focus on the contributions of Pine and Gilmore (1998) and Schmitt (1999) for its significant impact on the development of Experiential Marketing.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 50 citations exist upstream.

References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1980Understanding Attitudes and Predicting Social Behavior 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 2004Co-creation experiences: The next practice in value creation 1999The experience economy: work is theatre & every business a stage 1990Flow. The Psychology of Optimal Experience. New York (HarperPerennial) 1990.2007Measuring Experience Economy Concepts: Tourism Applications 2007How to Sustain the Customer Experience:

Cited by

2019Marketing Responsable: Ventaja Distintiva en la Cadena de Valor de las Organizaciones 2018Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience 2020Experience marketing: a study of the conceptual aspects 2021Sensory marketing in the women’s fashion sector: The smell of the shops in Madrid

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.