Experiential Marketing

Akel, Gökhan

doi:10.4018/978-1-6684-4380-4.ch001

Cited by 3 publications

(2 citation statements)

References 67 publications

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“…Perceived value as the customer's overall value towards the usefulness of a product which is based on perceptions about what is received and what is given (Uzir et al, 2021). According to Akel (2022) Perceived value is based on the customer's total consumption experience, especially in the service sector. The value perceived by customers can not only be obtained directly from the product or service itself, but also from the consumption experience.…”

Section: Perceived Valuementioning

confidence: 99%

Green Beauty Loyalty: Investigating the Role of Perceived Value, Product Quality, and Customer Satisfaction in Environmentally Friendly Cosmetic Products

Mawaddah,

Suhud,

Monoarfa

2024

IJESSM

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The purpose of this research is to determine the influence of perceived value, product quality on customer satisfaction and customer trust to build customer loyalty in environmentally friendly cosmetic products. This quantitative research method collects data through questionnaires. A total of 255 respondents were sampled using purposive sampling technique. The objects taken in this research were respondents who had purchased environmentally friendly cosmetic products at least 3 times in DKI Jakarta and were at least 18 years old. This research uses SPSS version 23 software and SEM (Structural Equation Model) from AMOS software to carry out the analysis and processing of research data. The results obtained in this research show that brand perceived value and product quality have a positive and significant effect on customer satisfaction and customer trust. Apart from that, customer satisfaction and customer trust have a positive and significant effect on customer loyalty.

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Section: Perceived Valuementioning

confidence: 99%

Green Beauty Loyalty: Investigating the Role of Perceived Value, Product Quality, and Customer Satisfaction in Environmentally Friendly Cosmetic Products

Mawaddah,

Suhud,

Monoarfa

2024

IJESSM

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“…Experience marketing has become increasingly important in the context of the experience economy, which focuses on providing a positive experience for consumers. Hauser (2011) defines experiential marketing as the actual customer experiences with a brand, product, or service that have the potential to drive sales and enhance brand image and awareness. Similarly, You-Ming (2010) emphasizes that experiential marketing is a face-to-face communication approach that aims to evoke customers' physical and emotional sensations.…”

Section: The Theory Of Experiential Marketingmentioning

confidence: 99%

Willingness to Pay Premium for Green Agricultural Products

Suo

Huang

2023

RCM. Res. J.

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From the perspective of green brand experience, this study classifies green brand experience into five dimensions: cognitive experience, product experience, communication experience, emotional experience, and association experience. The study aims to investigate the influence of these five dimensions on consumers' willingness to pay premium (WTPP) for green agricultural products. Meanwhile, the mediating effect of green brand attitude on the relationship between green brand experience and WTPP for green agricultural products was investigated as well. To collect data for this study, a quantitative research design was employed, and an online questionnaire was administered using Google Forms. The questionnaire was distributed to 444 Chinese consumers who are 18 years old or older and have made purchases of green agricultural products. The participants were conveniently sampled from four first-tier cities in China, namely Beijing, Shanghai, Guangzhou, and Shenzhen. The proposed model was tested using structural equation modeling (SEM) through AMOS 24. The research results show that cognitive experience, and communication experience, emotional experience, and association experience all had positive effects on WTPP; among them, association experience having the greatest influence on WTPP. Second, cognitive experience, product experience, communication experience, emotional experience, and association experience all have positive effects on green brand attitude. Additionally, green brand attitudes have a positive effect on WTPP; finally, green brand attitude partially mediates the relationship between cognitive experience, communication experience, emotional experience and association experience and WTPP, and fully mediates the relationship between product experience and WTPP. The results of this study can help businesses manage and promote the development of green agricultural products market, thus enhancing consumers' willingness to purchase.

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Marketing experiencial y competitividad empresarial: revisión sistemática

Miranda-Guerra,

Samán-Chingay,

Benzaquen-Hinope

et al. 2023

RVG

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La investigación presenta una revisión sistemática sobre el marketing experiencial y su relación con la competitividad empresarial. El estudio tiene como objetivo determinar los aspectos teóricos de las dimensiones del marketing experiencial que se asocian a la competitividad empresarial, proporcionando una mejor comprensión de la experiencia vivida por los consumidores, como una herramienta del marketing; a través de las emociones, y su relación con la competitividad de las organizaciones, determinando. La metodología usada es la revisión sistemática de investigaciones indexadas en revistas científicas, los criterios de inclusión abordan la temporalidad de las investigaciones 2015-2022. Se concluye que el marketing experiencial oferta vivencias favorables de impacto a los consumidores, fortaleciendo la relación con el consumidor mediante un efecto diferenciador, proporcionado por el accionar en las dimensiones; sensaciones, sentimientos, pensamientos, actuaciones y relaciones. El hallazgo principal devela que la aplicación de las estrategias de marketing experiencial impacta indirectamente en la competitividad empresarial usando como variables mediadoras al correcto uso de los recursos, las acciones de mercadeo innovadoras que reditúan en la satisfacción y retención del consumidor, y finalmente la rentabilidad.

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Experiential Marketing

Cited by 3 publications

References 67 publications

Green Beauty Loyalty: Investigating the Role of Perceived Value, Product Quality, and Customer Satisfaction in Environmentally Friendly Cosmetic Products

Green Beauty Loyalty: Investigating the Role of Perceived Value, Product Quality, and Customer Satisfaction in Environmentally Friendly Cosmetic Products

Willingness to Pay Premium for Green Agricultural Products

Marketing experiencial y competitividad empresarial: revisión sistemática

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