Twofold impact of experiential marketing: manufacturer brand and hosting retailer

Abstract

PurposeExperiential marketing is a technique through which companies enhance their promotional marketing with extensive sensory and imagery appeal in order to intensify consumers' experience. The purpose of this current empirical study is to address this strategy and suggests a conceptual framework to explain consumer attitude and behavior toward the promoted brand and the retailer store. Consumers' psychographic characteristics were added to enhance the novelty of the study.Design/methodology/approachAn experiential stimulating environment was created in a real retail store location. The study employs data collected during the experiential demonstration.FindingsThe path model suggests that the intensity of the experience evokes an affective response toward the promoted brand and an indirect response toward the hosting retailer. Psychographic characteristics, such as the tendency to socialize and extrinsic cues, were found to moderate the effect of experiential marketing.Practical implicationsProduct manufacturers and suppliers can use experiential marketing techniques to improve affective and cognitive responses toward their products and brands. Experiential promotion should also be strategically encouraged by retailers because it creates a recreational shopping experience that enhances the retailer's image.Originality/valueThe study is among the few empirical works that examine real-life settings and the double impact of experiential marketing on brand image and the retailer's store image. The study contributes to the existing literature by suggesting a path analysis model toward brand and store images, which combines the effect of experiential marketing with psychographic characteristics.

Brand bank attachment to loyalty in digital banking services: mediated by psychological engagement with service platforms and moderated by platform types

“…The "experiential view" perspective suggests that service delivery is primarily subjective and an emotional state of consciousness (Ding and Tseng, 2015;Holbrook and Hirshman, 1982). It implies that Digital banking platforms consumer experience during service evokes emotional responses towards the branded service provider (Verhoef et al, 2009;Levy and Gendel Guterman, 2021). The digital platform's elements are the basic elements of consumer experience and shape the consumer's holistic feelings towards the service provider (Berry et al, 2002).…”

“…It implies that consumer experience during service evokes emotional responses towards the branded service provider (Verhoef et al. , 2009; Levy and Gendel Guterman, 2021). The digital platform's elements are the basic elements of consumer experience and shape the consumer's holistic feelings towards the service provider (Berry et al.…”

Experts’ Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges

“…To enrich the brand experience, marketing specialists need to start to "strengthen the rights and values of the brand" (Österle et al 2018(Österle et al as cited in Yeh et al 2019. For example, integrating a multisensory approach, experiential marketing is a communication tool that companies use to improve their marketing strategies with elements from sensory marketing that intensify consumers' experiences with a brand (Levy and Guterman 2021). According to Schmitt (1999a), experiential marketing is a technique that encourages consumers "to sense, feel, think, act and relate" with a brand.…”

The Impact of Interactivity, Perceived Effectiveness, Trust, and Experiential Marketing on Online Transportation Customer Loyalty

“…Experience-based marketing is growing more popular in today's economic climate. Experiential marketing is the most cutting-edge strategy in marketing communications, utilizing sensory appeal and wide imagery to enhance the consumer experience (Levy and Guterman, H, 2020;Yeh, Chen and Chen, 2019;Wiedmann et al, 2018;Chaney, Lunardo and Mencarelli, 2018). This method is theoretically grounded in the "experiential view," which views consumption as a subjective phenomenon, a state of emotional awareness (Yeh, Chen and Chen, 2019;Ding and Tseng, 2015).…”