Descrição de um Caso Envolvendo Marketing de Experiência Através de Patrocínio Esportivo no Segmento B2B

The main objective of this study was to review the evolution and current concepts of experience marketing according to the main authors who were dedicated to the understanding of this field. The subject is part of the Marketing Science Institute Research Priorities, which points out the prevalence of studies for the marketing field. Although the subject is present in the national and international literature, there are few conceptual studies. Given the importance of the topic, this research proposes a form of understanding the phenomenon of experience marketing, exploring a conceptual approach based on the critical appreciation of concepts related to experience marketing adopting the dimensions proposed by Schmitt (1999, 2002, 2006, 2010) and the typology proposed by Lanier Junior and Rader (2015). The research considers that the level of explanatory capacity and the level of intentionality of an experiment may vary for each consumer in the same experiment. Experience marketing emerges as the new wave of contemporary marketing, and provides the most consumer loyalty and relationship, which are elements emphasized in this area of study.

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Marketing de Experiência: um estudo dos aspectos conceituais

Larocca

Ladeira

Leocádio

et al. 2020

Cad. EBAPE.BR

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Experience marketing: a study of the conceptual aspects

et al. 2020

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The Influences of Experiential Marketing Factors on Brand Trust, Brand Attachment, and Behavioral Intention: Focused on Integrated Resort Tourists

Jung

Han

2022

Sustainability

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Given the fierce competition and changes in the market environment, the integrated resort industry must devote more efforts to understanding tourists’ behavioral characteristics to develop appropriate marketing strategies. Thus, this study established an integrated model to examine the impacts of experiential marketing factors on brand trust, brand attachment, and behavioral intention to promote the sustainable development of the integrated resort business. An online survey on Korean tourists with integrated resort experience was conducted, and a total of 526 valid responses were obtained. The proposed model was investigated with SmartPLS 3.3.9 software. Results show that sense, feel, think, and relate affected brand trust, whereas only sense, think, and relate affected brand attachment. Moreover, behavioral intention was found to be influenced by both brand trust and brand attachment. The research findings hold practical and theoretical contributions for the integrated resort context.

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Descrição de um Caso Envolvendo Marketing de Experiência Através de Patrocínio Esportivo no Segmento B2B

Cited by 4 publications

References 25 publications

Marketing de Experiência: um estudo dos aspectos conceituais

Marketing de Experiência: um estudo dos aspectos conceituais

Experience marketing: a study of the conceptual aspects

The Influences of Experiential Marketing Factors on Brand Trust, Brand Attachment, and Behavioral Intention: Focused on Integrated Resort Tourists

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