Journal articles: 'Experiential Marketing'

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Schmitt, Bernd. "Experiential Marketing." Journal of Marketing Management 15, no. 1-3 (April 1999): 53–67. http://dx.doi.org/10.1362/026725799784870496.

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Pangastuti, Ria Lestari. "The Influence of Experiential Marketing And Service Quality For being Reasonability of Customers Loyality Forming (Case Study of Beauty Saloon of London Beauty Center “ LBC”)." Ekonika : Jurnal ekonomi universitas kadiri 2, no. 2 (October 6, 2017): 198. http://dx.doi.org/10.30737/ekonika.v2i2.43.

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AbstractThis research is testing the influence of Experiential Marketing and Service Quality for being reasonability of Customers Loyality Forming . The sample is 66 person. The analysis technique used is path analysis by using smart pls. The result shows from four variabels, the biggest contribution of experiential marketing is ACT with the standardized coefisien 0.884, it means there is influence of experiental marketing about 88.4%. This means the increasing of ACT will make the increasing of Experiental marketing 88.4%. The other variable which influenced is quality toward the loyality.The quality is composed by Assurance, Empathy, Reliability, Responsiveness, and Tangible. The indicator which has the biggest contribution is assurance with the value indicator of coeficient standarized 0.722.Key Word : Experiential Marketing, service quality, customer loyality. AbstrakPenelitian ini menguji pengaruh Pengaruh Experiential Marketing Dan Kualitas Layanan Yang Dipertimbangkan Dalam Pembentukan Loyalitas Konsumen. Sampel dalam penelitian ini sebanyak 66 orang. Tehnik analisis yang digunakan dalam penelitian ini adalah tehnik analisis menggunakan analisis jalur dengan menggunakan alat analisis smart pls. Hasil dari penelitian ini menunjukan dari ke empat variabel ini, yang memiliki kontrobusi paling besar terhadap experiental marketing adalah ACT dengan nilai standardized koefisien sebesar 0.884 dimana nilai ini memiliki arti bahwa perubahan pada ACT akan berpengaruh terhadap perubahan experiental marketing sekitar 88.4%. Nilai ini juga dapat dimaknai kenaikan pada ACT akan berdampak pada kenaikan Experiental marketing sebesar 88.4%. Variabel kualitas juga memiliki pengaruh yang signifikan terhadap loyalitas. Kualitas disusun oleh Assurance, Empathy, Reliability, Responsiveness, dan Tangible. Indikator yang memiliki kontribusi paling besar dalam menyusun kualitas adalah pada Assurance dengan nilai standardized koefisien sebesar 0.722.Kata Kunci : Experiential Marketing, Kualitas Layanan, Loyalitas Konsumen.

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Pps, Jurnalpps, Rio Budi Dwitama, Indra Prasetyo, and Nugroho Mardi Wibowo. "PENGARUH SERVICE MARKETING DAN EXPERIENTAL MARKETING TERHADAP CUSTOMER LOYALITY MELALUI CUSTOMER SATISFACTION PADA PELANGGAN MERK TOYOTA DI SURABAYA BARAT." Jurnal Manajerial Bisnis 3, no. 3 (April 20, 2020): 234–42. http://dx.doi.org/10.37504/jmb.v3i3.259.

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This study aims to determine the effect of Service Marketing and Marketing Experiences on consumer loyalty through Toyota customer satisfaction in West Surabaya. This research is an explanatory study with a quantitative approach. The results of observations on 96 respondents were analyzed using path analys, and it can be concluded that Service Marketing and Experiential Marketing directly influence the Customer Loyalty of Toyota customers in West Surabaya. The other results show that Service Marketing and Experiential Marketing through Customer Satisfaction have a significant effect on the customer loyalty of Toyota customers in West Surabaya.Keywords: service marketing, experiental marketing, customer loyality, customer satisfaction

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Tümer Kabadayı, Ebru, and Alev Koçak Alan. "Experiential Marketing: Growing Importance in Marketing." Journal of Business Research - Turk 6, no. 1 (March 30, 2014): 203. http://dx.doi.org/10.20491/isader.2014115971.

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Obiegbu, Chinedu James, Gretchen Larsen, and Nick Ellis. "Experiential brand loyalty: Towards an extended conceptualisation of consumer allegiance to brands." Marketing Theory 20, no. 3 (November 4, 2019): 251–71. http://dx.doi.org/10.1177/1470593119885167.

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This article synthesises the experiential and meaning-based dimensions of loyalty to extend the brand loyalty canon. The experientially loyal consumer is defined as one who is sufficiently invested in a brand to find personal symbolic meanings in the act of consuming that brand and engage around these meanings, individually or within the context of communities of similarly engaged consumers in the pursuit of identity projects. Drawing on a particular type of consumer that epitomises experiential loyalty – the fan, the features of this new conceptualisation are highlighted. The foundations of ‘experiential brand loyalty’ in consumer research are identified and examined. The concept of experiential brand loyalty is articulated and set alongside existing research as a complementary position that bridges the gap between brand loyalty and experiential consumption literatures. Implications are drawn for future research and marketing practice.

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Soleh, Ahmad, Ermaini Ermaini, Prima Audia Daniel, and Yunie Rahayu. "PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS KONSUMEN STORE BERRYBENKA DI KOTA JAMBI." Journal Development 9, no. 2 (December 20, 2021): 77–95. http://dx.doi.org/10.53978/jd.v9i2.180.

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Penelitian yang berjudul “Pengaruh Experiantial Marketing terhadap Loyalitas Konsumen Store Berrybenka di Kota Jambi” bertujuan untuk mengetahui dan menganalisis : (1) Pengaruh experiental marketing terhadap loyalitas konsumen Store berrybenka di Kota Jambi; (2) Variable mana dari experiantal marketing yang paling berpengaruh terhadap loyalitas konsumen Store berrybenka di Kota jambi. Metode analisis yang digunakan dalam penelitian ini adalah Explanatory (penjelasan) dengan pendekatan kuantitatif menggunakan sumber data primer dan sekunder. Dari hasil analisis menunjukkan pengujian secara serempak (simultan) semua variable experiential berpengaruh positif dan signifikan terhadap loyalitas konsumen Store Berrybenka di Kota Jambi; Sedangkan dalam pengujian secara parsial, feel yang merupakan salah satu variable experiential marketing tidak berpengaruh signifikan terhadap loyalitas konsumen Store Berrybenka di Kota Jambi; dalam pengujian secara parsial menunjukkan bahwa salah satu variable experiential marketing yaitu think memberikan pengaruh yang dominan terhadap pembelian sebesar 10,9% dari bertambahnya pengetahuan konsumen terhadap Berrybenka (limited edition, unik, kualitas baik).

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Garcia Henche, Blanca. "Urban experiential tourism marketing." Journal of Tourism Analysis: Revista de Análisis Turístico 25, no. 1 (April 9, 2018): 2–22. http://dx.doi.org/10.1108/jta-01-2018-0002.

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Purpose The theoretical framework of this study focuses on the trends towards experiential tourism and new communication channels in the tourist sector. The specific areas of action that are covered in this research work focus on: a definition of experiential tourism, an analysis of markets as a resource of experiential tourism and communication strategies and the use of social media by the markets of Madrid to interact with the new experiential consumer. Design/methodology/approach This paper is arranged as follows: first, a review of the documents on new tourist sector trends towards the demand of experiential tourism, on marketing 2.0 and on social media has been carried out; second, communication strategies of the food markets seen as tourist resources are described herein, including results of the research in the use of social media; and finally, conclusions of the study are developed. Findings According to the conceptual approach and after reviewing the documents cited in this paper, it is possible to conclude that food markets are tourist resources that shall be exploited as “experiential providers” for a market niche that is increasingly demanding and expects to have a “tourist experience”. The present paper contributes to the literature on experiential tourism, including new communication strategies as a tool to contact experiential tourists. Accordingly, an analysis is carried out of a specific product/resource, such as the food markets of Madrid as resources or experiential leisure centers, and a study on product strategies (offer of experiences) and communication strategies on their experiential tourism offer fundamentally based on social media and websites. Research limitations/implications Although this work represents an in-depth study of the food markets analyzed, the research could be extended to other markets or to other cities that are also working with markets as experiential tourism resources, though not in a structured design as in Madrid. Practical implications This work is different from previous studies for several reasons. In the first place, food markets are integrated as elements for the study of experiential tourism as tourist resources, and second, commercial interaction and other types of productive activities in urban centers are considered. In particular, social relations and collaboration between small retailers in markets, their managers and the institutions responsible for tourism management in the city of Madrid are barely analyzed in the literature. This includes the collaboration between public (Madrid City Council), cultural and business institutions (Madrid Fusión and Gastrofestival), hospitality and other businesses (established in the food markets) to promote cultural experiences and historic tourism. Social implications The performed study has several implications for employers and policymakers. As historical, cultural and experiential tourism are growing trends throughout the world, new tourist consumer profiles must be analyzed. There are new groups of tourists looking for unique experiences and “local” activities, eager to visit renovated urban historical centers with a developed experiential leisure offer. This tourist activity facilitates the rebirth of the traditional food markets and promotes the creation of jobs and new opportunities for traditional businesses as shown in the present case study focused on the markets of Madrid. Originality/value The present paper contributes to the literature on experiential tourism, including new communication strategies as a tool to contact experiential tourists. Accordingly, an analysis is carried out of a specific product/resource, such as the food markets of Madrid as resources or experiential leisure centers, and a study on product strategies (offer of experiences) and communication strategies on their experiential tourism offer fundamentally based on social media and websites. The role played by food markets in the creation of an experiential tourism offer in Madrid and the communication strategies generated by them is described in this research. This study not only sheds light on the changes undergone by the tourist demand, specifically urban tourism but also it helps understand some of the strategies that big tourist cities are implementing in historic centers to reduce the risks of mass tourism.

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Spence, Charles. "Multisensory experiential wine marketing." Food Quality and Preference 71 (January 2019): 106–16. http://dx.doi.org/10.1016/j.foodqual.2018.06.010.

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Skorek, Monika. "Attitudes of Polish Consumers Toward Experiential Marketing." Journal of Management and Business Administration. Central Europe 24, no. 4 (December 15, 2016): 109–24. http://dx.doi.org/10.7206/jmba.ce.2450-7814.185.

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Gresivonda, Gresivonda, and Mudji Astuti. "PENGARUH PENERAPAN EXPERIENTIAL MARKETING TERHADAP KEPUASAN PELANGGAN DI RUMAH MAKAN LESEHAN JOYO TAMAN PINANG SIDOARJO." JBMP (Jurnal Bisnis, Manajemen dan Perbankan) 1, no. 1 (September 19, 2016): 1. http://dx.doi.org/10.21070/jbmp.v1i1.244.

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Experiential marketing provides an opportunity for consumers to interact with brands, products, and services. Personal experiences help consumers to be linked with brand or product and company as well as inform their purchasing decisions. Conditions of experiential marketing are the actual consumer experience with brands, products or services that can increase sales, brand image and brand awareness through senses, feeling, think, act and relate. Telling consumers about the features and usability of a product or service is quite different with letting them get the experiences by using the product or service themselves. If experiential marketing could be applied in the marketing activity of a firm, then it can be a great tool to increase its brand loyalty.This research is conducted by observing the influence of Experiential Marketing (EXEM) implementation to customer satisfaction at Joyo Restaurant in Taman Pinang Sidoarjo, both partially and simultaneously.Five independent variables – such as sense, feel, think, act, and relate – are used in this research based on Strategic Experiental Modules (SEMs), with customer satisfaction as the dependent variable. The data of 100 customers of the restaurant – as the samples – is analyzed with multiple regresion analysis.Using the t test and F test to test the hypothesis at the 5% significance level, the result shows that sense, feel, think, act and relate significantly affect customer satisfaction. With adjusted R square at 48,6%, this proves that customer satisfaction can be explained by the variables of Strategic Experiental Modules (SEMs), while the remaining 51,4% is explained by other variables.

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Abdelkader, Ahmed, and Hend Hassan. "Experiential Marketing Dynamics: Multiple mediator analysis of the experiential marketing - purchase intentions relationship." المجلة العلمیة للدراسات والبحوث المالیة والتجاریة 2, no. 1 (January 1, 2021): 308–39. http://dx.doi.org/10.21608/cfdj.2020.129336.

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Wu, Hung-Che, Chi-Han Ai, and Ching-Chan Cheng. "Experiential quality, experiential psychological states and experiential outcomes in an unmanned convenience store." Journal of Retailing and Consumer Services 51 (November 2019): 409–20. http://dx.doi.org/10.1016/j.jretconser.2019.07.003.

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Nurrahmi, Maftuhah. "Experiential Marketing Model on Hotels Owned by Regional Government of South Sumatra Province." Integrated Journal of Business and Economics 3, no. 2 (June 18, 2019): 198. http://dx.doi.org/10.33019/ijbe.v3i2.166.

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Purpose of this study was to analyze hotel marketing strategies carried out by hotel owned by the South Sumatra regional government. This study was designing an experiential marketing strategy for hotels owned by the South Sumatra regional government and designing an experiential marketing model for hotels owned by the South Sumatra regional government. Research stage was divided into 3 phases, that was: analyzing the marketing strategies that had been carried out so far, designing experiential marketing strategies and designing experiential marketing models for hotels owned by the South Sumatra regional government. This study was to design experiential marketing strategies and experiential marketing models that were suitable for marketing hotels owned by regional government of the South Sumatra Province so that they could compete with other hotels in South Sumatra. Survey method by distributing questionnaires to hotel customers owned by regional government of the South Sumatra Province. Results showed that the marketing strategy used hotels owned by the South Sumatra regional government was still simple, so it required experiential marketing strategies to increase the number of occupants, and from the experiential marketing model showed that brand image affected customer satisfaction and experiential marketing affected the value of experience, where customer satisfaction and the value of experience had influences customer loyalty.

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Urdea, Ana-Maria, and Cristinel Petrișor Constantin. "Experts’ Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges." Journal of Risk and Financial Management 14, no. 10 (October 19, 2021): 502. http://dx.doi.org/10.3390/jrfm14100502.

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Consumer needs change over time as a result of the fast-paced advancement in technology and the induction of the Internet, expansion that leads to a difficulty for brands to adapt their marketing promotion strategy and trying to remain innovative and effective at meeting their consumers’ expectations. This research investigates what effect experiential marketing campaigns have on both customers’ perception and business outcomes, aiming to develop a deeper understanding of experiential marketing, its challenges, and benefits, to understand customers’ reactions to experiential touchpoints, to explore what type of technology increases experiential perceived value, and to envisage the evolution of experiential marketing strategy. To capture all the important facets of the research objectives, an exploratory survey based on the voices of 31 marketing experts from all around the world was applied. By identifying the key drivers of experiential marketing campaigns in a hybrid setting, the present study highlighted the important role that experiential marketing has as a communication strategy, offering additional insights to marketing specialists on the experiential marketing implementation steps. A theoretical framework of the steps needed to put into practice an experiential marketing strategy was proposed.

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Styawan, Rydho, and Budi Astuti. "Analisis experiential marketing terhadap experiential value di industri smartphone." Jurnal Siasat Bisnis 18, no. 2 (July 2014): 210–18. http://dx.doi.org/10.20885/jsb.vol18.iss2.art7.

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Yuan, Yi-Hua “Erin", and Chihkang “Kenny" Wu. "Relationships Among Experiential Marketing, Experiential Value, and Customer Satisfaction." Journal of Hospitality & Tourism Research 32, no. 3 (April 29, 2008): 387–410. http://dx.doi.org/10.1177/1096348008317392.

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Bhandari, Geetanjali. "Intelligent Retailing: Experiential Marketing Practices in Apparel Retail." Journal of Advanced Research in Dynamical and Control Systems 12, SP3 (February 28, 2020): 766–71. http://dx.doi.org/10.5373/jardcs/v12sp3/20201315.

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Dhillon, Rati, Bhawna Agarwal, and Namita Rajput. "Experiential marketing strategies used by luxury cosmetics companies." Innovative Marketing 18, no. 1 (February 8, 2022): 49–62. http://dx.doi.org/10.21511/im.18(1).2022.05.

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The evolving needs of the consumers in the luxury cosmetic segment require the firms to pique consumer interest. This forces the firms to keep their focus on providing superior quality products and, at the same time, creating a memorable experience. The study is undertaken to provide a better understanding of experience through emotions. This study aims to investigate the strategies of experiential marketing used by luxury cosmetics companies for influencing consumer perception. Thus, the current study examines empirical studies selected using PRISMA guidelines to formulate a critical review of prevailing literature to arrive at the findings of the study. The results show that strategies such as free samples and exclusive distribution influence the probability of usage of products and cater to consumer expectations of exclusive approaches. In addition, the strategies of the online community, gift promotion, flagship stores, service from experts, and showbiz marketing can be used to create a meaningful brand experience. The brand image creation, stories associated with design, innovativeness, and product exclusivity enable the impactful contribution of experiential marketing. Thus, companies using immersive experience through technology should implement strategies like virtual shopping or event marketing for targeting consumers. In conclusion, the strategy of e-word of mouth using various social media platforms, event marketing, and storytelling have been identified to shape the feeling and experience of a consumer to influence attitude towards online shopping and maintain their engagement after a purchase.

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Wungkana, Jimmy Jehosua, Maryam Mangantar, and Joy Elly Tulung. "PENGARUH EXPERIENTIAL MARKETING DAN EMOTIONAL MARKETING TERHADAP LOYALITAS PELANGGAN PADA 71 COFFEESHOP MANADO." Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 10, no. 3 (August 2, 2022): 624. http://dx.doi.org/10.35794/emba.v10i3.42774.

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Tujuan dalam penelitian ini adalah untuk mengetahui pengaruh Experiential Marketing dan Emotional Marketing terhadap Loyalitas pelanggan. Populasi dalam penelitian ini adalah semua orang yang pernah berkunjung dan membeli di 71 Coffeeshop Manado, dan sampel dalam penelitian ini adalah sebanyak 96 orang. Analisis data berupa uji validitas, uji reliabilitas, uji normalitas, uji heteroskedastisitas, uji multikolinearitas dan analisis regresi linear berganda, uji koefisien korelasi dan determinasi, uji F dan uji T. Hasil dalam penelitian ini menunjukkan bahwa secara simultan Experiential Marketing dan Emotional Marketing berpengaruh secara bersama-sama terhadap Loyalitas Pelanggan. Secara parsial Experiential Marketing berpengaruh positif signifikan terhadap Loyalitas Pelanggan. Secara parsial Emotional Marketing berpengaruh positif signifikan terhadap Loyalitas Pelanggan. Experiential Marketing dan Emotional Marketing berpengaruh sebesar 42,1% terhadap Loyalitas Pelanggan bagi pihak 71 Coffeeshop Manado dengan melihat hasil penelitian dari skripsi dapat lebih memperhatikan faktor-faktor yang dapat mendatangkan keuntungan yang lebih misalnya seperti Experiential Marketing dan Emotional Marketing dalam upaya-upaya untuk memajukan usahanya, faktor-faktor seperti yang diatas tentunya faktor yang sering tidak terlihat upayanya tetapi dapat mendatangkan manfaat yang lumayan besar bagi pihak 71 Coffeeshop Manado.Kata Kunci: Experiential marketing, emotional marketing, loyalitas pelanggan

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Матвієнко, Н. "Методологічні питання розвитку Experiential marketing." Актуальні проблеми міжнародних відносин, Вип. 105, (ч. 2) (2012): 260–61.

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Hackley, Christopher, and Rungpaka Tiwsakul. "Entertainment Marketing and Experiential Consumption." Journal of Marketing Communications 12, no. 1 (March 2006): 63–75. http://dx.doi.org/10.1080/13527260500358608.

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Shah, Irfan Ali, Zulfiqar Ali Rajper, Ikhtiar Ali Ghumro, and Saqib Wahab Mahar. "Experiential value mediates relationship between Experiential Marketing and Customer Satisfaction." Sukkur IBA Journal of Management and Business 5, no. 2 (April 8, 2019): 45. http://dx.doi.org/10.30537/sijmb.v5i2.315.

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This empirical study explores mediating role of experiential value between experiential marketing and Customer satisfaction in the context of Pakistan. The Experiential marketing is used as independent variable consist of five dimensions (Sense Experience, Feel Experience, Think Experience, Act Experience and Relate Experience), Experiential value is used as mediator which is consist of four dimensions aesthetic, playfulness, service excellence, and consumer return on investment (CROI) Customer Satisfaction is used as dependent variable in this research. Fast food industry is selected for this study. Survey method is used to collect data, SPSS (18) and AMOS (18) versions are used for data analysis. Results are supporting the hypothesis that experiential value mediates relationship between experiential marketing and customer satisfaction. This particular study is among few studies which have explored the mediating role of experiential value between experiential marketing and customer satisfaction. The current study will benefit marketers in understanding the importance of customer’s experiences, experiential value that leads to Customer Satisfaction.

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Urdea, Ana Maria, and Cristinel Petrișor Constantin. "INFORMATION ANALYSIS OF EXPERIENTIAL MARKETING ACTIVITY PERFORMED BY ROMANIAN MARKETING AGENCIES." SERIES V - ECONOMIC SCIENCES 14(63), no. 2 (December 15, 2021): 9–16. http://dx.doi.org/10.31926/but.es.2021.14.63.2.1.

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One of the main objectives of today’s marketing strategy is to create holistic experiences that approach multisensory techniques, a goal that was accomplished due to the appearance of experiential marketing strategy. Despite its advantages, in Romania, this relatively new concept is not yet very popular among companies or marketing agencies. Therefore, qualitative marketing research was conducted to identify experiential marketing activities, the technology used, and marketing effectiveness metrics applied by six marketing agencies. The results have shown that experiential marketing is becoming quintessential as a modern-day communication arsenal, amplifying the customer's direct contact with a brand.

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Fatoki, Oluwaseyi Philip, and Toluwase Hezekiah Fatoki. "Experiential Marketing: Effects on Brand, Customer and Market Experience, and Industrial Applications with Perspectives from Nigeria." Marketing – from Information to Decision Journal 3, no. 1 (June 1, 2020): 58–66. http://dx.doi.org/10.2478/midj-2020-0005.

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Abstract The purpose of this study is to provide comprehensive review of experiential marketing with focus on its effects and industrial applications. We report that experiential marketing has effect on brand, consumers and the market. Experiential marketing provides a lively brand experience that give consumers the chance to engage with the brand. It promotes brand experience effects more in the Generation Y than in Generation X. Experiential marketing focuses on customer experiences. The future would be about customer relationship management (CRM), due to the fact that CRM strategy helps the company to know more about the customers. Markets are changing faster than marketing. Experiential marketing has beneficial impact on the marketing mix. Experiential marketing finds application in different businesses or industries such as hospitality and tourism, retail, health care, airline, automotive, real estate, banking, FMCG and others, in emerging markets, because it motivates customers to make faster and more positive purchasing decisions. In Nigeria, experiential marketing has become so vital to brands to cut through the media clutter.

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KIREZLI, OZGE. "MUSEUM MARKETING : SHIFT FROM TRADITIONAL TO EXPERIENTIAL MARKETING." International Journal of Management Cases 13, no. 4 (January 1, 2011): 173–84. http://dx.doi.org/10.5848/apbj.2011.00125.

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Liu, Hongshen, Yuying Fu, and Hao He. "The Mechanism of the Effects of Experiential Marketing on Urban Consumers’ Well-Being." Complexity 2020 (October 15, 2020): 1–10. http://dx.doi.org/10.1155/2020/8813906.

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Knowing how to improve urban consumers’ well-being is of great importance for sustainable urban development and has become a research hotspot in the field of service marketing, which is evolving from functionality-focused view into experience-focused view. This study explored the mechanism and boundary conditions of experiential marketing on urban consumers’ well-being with a survey data collected from 256 consumers in the catering service industry in China. The results showed that experiential marketing had a significant positive impact on consumer well-being, experiential value played a partial mediation role between experiential marketing and consumer well-being, value proposition engagement moderated the relationship between experiential value and consumer well-being, and value proposition engagement moderated the mediation role of experiential value between experiential marketing and consumer well-being. This study complements the literature of transformative service by revealing a complex mechanism relating to the effects of experiential marketing on urban consumers’ well-being and provides theoretical guidance for service enterprises to improve their offerings.

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Kartika, Lucia Nurbani, and Purwani Retno Andalas. "The Experiential Marketing Forming Factors of Customers of the Traditional Concept Restaurants in Sleman Regency Special Region of Yogyakarta, Indonesia." International Journal of Multicultural and Multireligious Understanding 8, no. 7 (July 9, 2021): 145. http://dx.doi.org/10.18415/ijmmu.v8i7.2721.

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The research objective was to identify and explain the forming factors of Experiental Marketing. This study used Experiential Marketing variables which were divided into Sense, Feel, Think, Act, and Relate. The research respondents were the customers of traditional concept restaurants in Sleman Regency, Special Region of Yogyakarta. The sampling technique used purposive random sampling method with data collection method by using a questionnaire that was distributed to 261 respondents. The research data were processed by using the Factor Analysis method. Then, exploratory factor analysis (EFA) was used because the formed factors were not determined in advance. Based on the factor analysis results, it could be concluded that there are four factors that influence and shape experiential marketing, namely the factors of Empathy, Atmosphere, Responsiveness, and Product Quality.

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Rahmah, Shofi Nur. "PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN DAN LOYALITAS PASIEN." Jurnal Ilmiah Kesehatan Media Husada 10, no. 1 (April 28, 2021): 65–73. http://dx.doi.org/10.33475/jikmh.v10i1.247.

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This study aimed to examine the effect of experiential marketing on patient satisfaction and patient loyalty. It also attempted to discover the experiential-marketing dimension with the predominant effect. It is a quantitative study with a cross-sectional approach. The study population was all inpatients in Rumah Sakit Islam (RSI) Unisma Malang between February and March 2017. The researchers selected 197 respondents as samples using the purposive sampling method from all ward classes except VVIP class. This study’s exogenous variable was experiential marketing, whereas the endogenous variable was patient satisfaction and loyalty. As the instrument, the researchers used a questionnaire to reveal the patients’ perceptions and hopes about experiential marketing applied by the hospital and their satisfaction and loyalty. The researchers used Partial Least Square (PLS) as a data analysis method. The study showed that experiential marketing dimensions (consisting of sense, feel, think, act, and relate) positively and significantly affected patient satisfaction. Experiential marketing insignificantly and indirectly affected patient loyalty through patient satisfaction, and ‘relate’ was the most dominant dimension of experiential marketing in building patient satisfaction. Keywords: experiential marketing; patient satisfaction; patient loyalty.

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Tjhin, Viany Utami, and Septi Maulana. "Peran Situs Web dalam Meningkatkan Experiential Marketing dan Experiential Value terhadap Kepuasan Pengunjung Concrete Show Se-Asia 2015." Jurnal ULTIMA InfoSys 8, no. 1 (August 7, 2017): 1–8. http://dx.doi.org/10.31937/si.v8i1.549.

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The research was aimed to determine the influence of marketing mix to the satisfaction of trade show visitors; service quality to the satisfaction of trade show visitors; experiential marketing to the satisfaction of trade show visitors; and experiential value to the satisfaction of trade show visitors. It was used nonprobability sampling with a non-judgmental sampling method. Data was obtained by questionnaires collected from 100 respondents, whom the visitors of Concrete Show South-East (SE)-Asia 2015. The results from this research concluded that marketing mix, service quality, experiential marketing and experiential value has a significant influence and on visitor’s satisfaction of Concrete Show South East Asia 2015. The result revealed among all the independent variables, marketing mix has the most significant influence on customer satisfaction. Index Terms—marketing mix, service quality, experiential marketing, experiential value, customer satisfaction.

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Febrianti, Ika Nurul, and Keni Keni. "Pengaruh Experiential Marketing dan Service Quality terhadap Customer Loyalty: Customer Satisfaction sebagai Variabel Mediasi." Jurnal Manajemen Bisnis dan Kewirausahaan 5, no. 1 (January 29, 2021): 56. http://dx.doi.org/10.24912/jmbk.v5i1.10400.

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The aims of this study are four: first, to explore the effects of experiential marketing and service quality toward customer satisfaction. Second, to explore the effects of experiential marketing and service quality toward customer loyalty. Third, to explore the effects of customer satisfaction toward customer loyalty. Fourth, to find out the effects of experiential marketing and service quality toward customer loyalty if mediated by customer satisfaction. The samples that were collected were 154 respondents who are customers from one of food and beverage industry in Jakarta. The method of data collection is conducted by non-probability sampling with the technique of convenience sampling through online questionnaires. The data were analysed by using PLS-SEM. The results of this research are: First, experiential marketing and service service quality have a positive impact toward customer satisfaction. Second, experiential marketing has a positive impact toward customer loyalty, but service quality does not have a positive impact toward customer loyalty. Third, customer satisfaction has a positive impact toward customer loyalty. Fourth, experiential marketing and service quality have a positive impact toward customer loyalty if mediated by customer satisfaction. Tujuan dari penelitian ini ada empat : pertama menguji pengaruh experiential marketing dan service quality terhadap customer satisfaction. Kedua, menguji pengaruh experiential marketing dan service quality terhadap customer loyalty. Ketiga, menguji pengaruh customer satisfaction terhadap customer loyalty. Keempat, menguji pengaruh experiential marketing dan service quality terhadap customer loyalty bila dimediasi oleh customer satisfaction. Sampel yang dikumpulkan adalah 154 responden yang merupakan konsumen dari salah satu industri makanan dan minuman di Jakarta. Metode pengambilan data adalah non-probability sampling dengan teknik convenience sampling melalui kuesioner online. Analisis data menggunakan PLS-SEM. Hasil penelitian adalah: pertama, experiential marketing dan service quality berpengaruh positif terhadap customer satisfaction. Kedua, experiential marketing berpengaruh positif terhadap customer loyalty tetapi service quality tidak memiliki pengaruh positif terhadap customer loyalty. Ketiga, customer satisfaction memiliki pengaruh positif terhadap customer loyalty. Keempat, experiential marketing dan service quality berpengaruh positif terhadap customer loyalty bila dimediasi oleh customer satisfaction.

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Taraoktavia, Viyo Tri, and Tias Andarini Indarwati. "Pengaruh Experiential Marketing dan Zoo Image terhadap Revisit Intention dengan Experiential Satisfaction sebagai Variabel Intervening." Jurnal Ilmu Manajemen 9, no. 3 (July 12, 2021): 940–53. http://dx.doi.org/10.26740/jim.v9n3.p940-953.

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The sustainability of a tourist attraction is reflected by the experiential satisfaction of visitors to tourism objects. One of the influencing factors is to create engaging experiential marketing and make an impression on the visitor's mind and the image attached to the company. Experiencing engaging experiential marketing and a good image from the company makes visitors feel experiential satisfaction and revisit intention. This study aims to determine the effect of experiential marketing and zoo image on revisit intention with experiential satisfaction as an intervening variable. This study used 200 samples with a non-probability sampling technique using the purposive sampling method. Data were collected using an online questionnaire. The analytical tool in this research is path analysis using AMOS and IBM SPSS. Based on the study results, experiential marketing positively affects experiential satisfaction and revisit intention directly, unlike the zoo image, which positively affects experiential satisfaction but not revisit intention. As a suggestion, Surabaya Zoo can improve visitors' image, such as improving the services provided and adding engaging experiential marketing to attract visitors' engagement again in the future.

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Datta, Veto. "A CONCEPTUAL STUDY ON EXPERIENTIAL MARKETING: IMPORTANCE, STRATEGIC ISSUES AND ITS IMPACT." International Journal of Research -GRANTHAALAYAH 5, no. 7 (July 31, 2017): 26–30. http://dx.doi.org/10.29121/granthaalayah.v5.i7.2017.2105.

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Traditional marketing has been changed with a new approach to marketing called Experiential Marketing. Experiential marketing is also known as "engagement marketing," "event marketing", "participation marketing," or "live marketing". Traditional marketing views consumers as rational decision-makers who care about functional features and benefits. In contrast, experiential marketers view consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences. It is a kind of is a marketing strategy that involves customers directly and inspires them to participate in the development of a brand. This transformation is showing no transformation of slowing down; more and more marketers are moving towards creating experiences for their customers. Therefore experience is an essential element of a today’s customer. Experiential Marketing plays an important role in influencing customer behavior and creates a feeling of satisfaction and loyal base .Thus it’s a very important concept to study. The research article studies various benefits and strategic issues of experiential marketing, also suggestion are drawn therefrom.

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Song, Mei, Tianjiao Niu, Linna Wang, and Xiaoyi Wang. "The Validity of Marketing Strategy of Tourist Attractions Based on Experiential Marketing." Security and Communication Networks 2022 (July 26, 2022): 1–10. http://dx.doi.org/10.1155/2022/1825171.

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With the development of economy, people’s demand for travel is also increasing. They are no longer satisfied with the single standardized travel products of travel agencies and begin to pursue personalized. When many customers travel, the most important thing is their subjective feelings. This is also the focus of tourism enterprise research. Therefore, introducing experiential marketing into tourism and realizing experiential marketing can enhance the sense of experience of tourism, improve the economic benefits of tourism, and promote the development of tourism. This paper mainly studies the application of experiential marketing in tourism industry. In this paper, based on the tourism situation of Qingyan Ancient Town and the tourism marketing activities of other tourist attractions, combined with my own design, we developed an optimized design scheme of experiential marketing. In the process of implementation, there are still areas to be improved, and the author will continue to study and learn from the sharing of other scholars. The purpose of this paper is to study the validity of marketing strategies of tourist attractions based on experiential marketing. On the one hand, the research of this paper can enrich the theory of experience marketing; on the other hand, it can also provide reference for the reality of tourism marketing, which has theoretical and practical significance.

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Wu, Hung-Che, Ching-Chan Cheng, and Ananda Sabil Hussein. "What drives experiential loyalty towards the banks? The case of Islamic banks in Indonesia." International Journal of Bank Marketing 37, no. 2 (April 1, 2019): 595–620. http://dx.doi.org/10.1108/ijbm-04-2018-0101.

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PurposeThe purpose of this paper is to explore the structural relationship between experiential loyalty and its seven drivers – interaction quality, physical environment quality, outcome quality, affective quality, experiential quality, experiential trust and experiential satisfaction in the context of Islamic banks.Design/methodology/approachThe data used in this study were based on a convenience sample of 474 respondents from Jakarta, Bogor and Depok in Indonesia.FindingsInteraction quality, physical environment quality and outcome quality positively influence experiential quality, which in turn, leads to experiential trust. Also, experiential trust has a positive influence on experiential satisfaction. Both experiential trust and experiential satisfaction are determinants of experiential loyalty.Practical implicationsThe results will assist Islamic bank management in developing and implementing market-orientated service strategies to increase interaction quality, physical environment quality, outcome quality, affective quality experiential quality, experiential trust and experiential satisfaction in order to increase experiential loyalty.Originality/valueThis paper provides data that result in a better understanding of the relationships among interaction quality, physical environment quality, outcome quality, affective quality, experiential quality, experiential trust, experiential satisfaction and experiential loyalty in the context of Islamic banks.

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Trilaksono, Agung Irsyad, and Budi Prabowo. "Analisis Pengaruh Experiential Marketing terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Intervening:." Reslaj : Religion Education Social Laa Roiba Journal 5, no. 1 (August 6, 2022): 101–12. http://dx.doi.org/10.47467/reslaj.v5i1.1262.

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This study aims to determine: (1) the effect of experiential marketing on Gojek customer satisfaction; (2) the effect of experiential marketing on Gojek customer loyalty. The population of this study are consumers who have used the Gojek application in the Surabaya area. The number of samples in this study were 100 respondents. The sampling technique was purposive sampling with the criteria of consumers aged ± 17 years and over and had used the Gojek application service more than once in the Surabaya area. Data analysis technique using Partial Least Square with software smartPLS 3.0. The results of this study indicate that experiential marketing has a positive and significant effect on customer satisfaction. Likewise, experiential marketing has a positive and significant effect on customer loyalty. indirectly experiential marketing has a positive and significant effect on customer loyalty through customer satisfaction. Keywords: Experiential Marketing, Customer Satisfaction, Customer Loyalty.

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Prokhorov, Andrey. "Educational services promotion in line with the experiential marketing philosophy." Tambov University Review. Series: Humanities, no. 180 (2019): 17–23. http://dx.doi.org/10.20310/1810-0201-2019-24-180-17-23.

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We consider the aspects of experiential marketing development as a marketing philosophy. The direction of experiential marketing was developed in line with experience economy. The concept is based on the thesis that a product or service purchase is accompanied by the impressions formation from the purchase process, and the nature of these impressions determines the consumers’loyalty to the brand of the company that offers goods or services. Experiential marketing develops at the junction of relationship marketing, emotional marketing, event marketing and show marketing. Experiential marketing is designed to make the process of purchasing a product or service more personalized. Experiential marketing began to be applied in areas related to sales of impression (hotel, restaurant business, etc.). The idea of marketing is used in the process of promoting university educational services. We cover the event promotion cases of Derzhavin Tambov State University, the essence of which reflects the ideas of experiential marketing. As a case study, we focus on experience of holding a special event “Night at Tambov State University named after G.R. Derzhavin”, aimed at development of positive impression among the guests. One of the “Night at Tambov State University named after G.R. Derzhavin” tasks was to demonstrate the university capabilities in an informal way, different from traditionally held events.

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Dong Hyun Ha. "The Effects of Tourist Destination? Experiential Marketing on Experiential Quality." Journal of the Association of Korean Photo-Geographers 21, no. 2 (June 2011): 1–15. http://dx.doi.org/10.35149/jakpg.2011.21.2.001.

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Ozuru, Henry N., and Akahome Joy E. "Experiential Marketing and Marketing Performance of Alcoholic and Non-Alcoholic Beverages in Nigerian Breweries PLC." Information Management and Business Review 8, no. 6(I) (January 28, 2017): 14–18. http://dx.doi.org/10.22610/imbr.v8i6(i).1514.

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Abstract: This paper provided a theoretical review on how Nigerian Breweries uses its range of products to influence customer buying decision. This study examines the benefit of customer engagement and helps to understand the role of emotional benefit on marketing performance of beverages in the Nigerian Breweries plc. Experiential marketing play an important role in the industrial sector of a country, but faced with lots of constraints that impede its development and growth. These constraints include execution and also having creative ideas. How can a marketer generate interesting ideas that would help to pull sales for the brand? And how much cost should be incurred to project a huge life time customer experience in other to generate sales for a brand over a short time. This has led to inconsistencies in the continuation of events or shows by the company. The trend of experiential marketing is growing tremendously. The primary reason behind this is the exceptional procedures used by these services to allow one get focus from customer base and build relationship with them. Experiential marketing campaign is practically done anywhere. Therefore, previous studies suggest that most organizations did not take experiential marketing as an essential part of their marketing communication strategy; But with the change in communication process away from one way communication to two way communication and brands wanting immediate feedbacks for communication efforts, experiential marketing has now become a critical component of marketing efforts. We recommend that effective and efficient experiential marketing should be employed as a strategy to enhance marketing performance.Keywords: Experiential Marketing, Marketing Performance, Nigerian Breweries, Consumer Behaviour, Engagement

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Sunarto, Aruna Pharahita, and Dian H. Utama. "DAMPAK FENOMENA EXPERIENTIAL MARKETING PADA LOYALITAS PELANGGAN OUTLET WAXHAUS PLAZA SEMANGGI." Journal of Business Management Education (JBME) 2, no. 1 (May 15, 2017): 12–16. http://dx.doi.org/10.17509/jbme.v2i1.5974.

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Tujuan– Seberapa besar gambaran experiential marketing dan loyaltitas pelanggan di Outlet Waxhaus Plaza Semanggi, serta besarnya pengaruh experiential marketing terhadap loyalitas pelanggan Outlet Waxhaus Plaza Semanggi.Desain/metodologi/pendekatan- Jenis penelitian yang digunakan adala deskriptif dan verifikatif, dengan jumlah sampel sebanyak 93 responden. Teknik analisa data yang digunakan adalah path analysis.Temuan– Dari penelitian terhadap pengujian hipotesis dapat diketahui bahwa di Outlet Waxhaus Plaza Semanggi experiential marketing berada pada kategori cukup tiggi dan loyaltais pelanggan berada pada kategori tinggi, serta 67,8 persen experiential marketing berpengaruh terhadap loyaltias pelanggan Outlet Waxhaus Plaza Semanggi.Orisinalitas– Perbedaan ditemukan dalam objek penelitian, periode penelitian, alat ukur dan hasil penelitian. Penulis juga menambahkan teori dari jurnal asing dan buku asing Kata Kunci : Experiential Marketing, Loyalitas PelangganTipe Artikel : Penelitian

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Samsudin, Didin, and Fajar Kusnadi Kusumah Putra. "INFLUENCE OF EXPERIENTIAL MARKETING ON CUSTOMER LOYALTY IN SHARIAH-COMPLIANT HOTEL." Journal of Indonesian Tourism, Hospitality and Recreation 3, no. 2 (October 29, 2020): 117–29. http://dx.doi.org/10.17509/jithor.v3i2.20401.

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This study set out to determine whether hotel guest perceptions in five aspects of experiential marketing: sense, feel, think, act, and relate and their effects on customer loyalty in Sharia-compliant hotels. Quantitative research methods were used in this study, questionnaire assessments of experiential marketing and loyalty were collected from 100 respondents who stayed at Sharia-compliant hotels in the city of Jakarta, Indonesia. The findings show that experiential marketing was statistically significant (R2 = 0.677) as a predictor variable of customer loyalty in Sharia-compliant hotels.Keywords: Shariah-compliant hotel, Experiential marketing, Customer loyalty, Islamic Hospitality.

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Erlyana, Yana, and Shierly Everlin. "ANALISIS BRAND ACTIVATION EXPERIENTIAL LOGO GOJEK TAHUN 2019." Jurnal Dimensi DKV Seni Rupa dan Desain 6, no. 2 (October 12, 2021): 161–78. http://dx.doi.org/10.25105/jdd.v6i2.10654.

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Abstract The 2019 Gojek Logo Brand Activation Experiential Analysis. On rebranding of Gojek brand, brand activation with an experiential marketing approach is deemed necessary to improve service quality. Gojek tries to improve the quality by updating and expanding its services. As of there was the creation of a new logo design in 2019 with the aim of reintroducing the new Gojek company image. The strategy carried out by Gojek is included in corporate visual, which is changing the identity to interpret changes in the corporate message to its users. This research is qualitative research with a case study research design which uses an experiential marketing approach method which aims to determine the achievement of corporate brands through brand activation. The results show that experiential marketing creates opportunities for Gojek application users to get emotional and rational experiences.Keywords: logo, corporate brand, brand activation, experiential marketing AbstrakAnalisis Brand Activation Experiential Logo Gojek Tahun 2019. Dalam perubahan baru pada brand Gojek, brand activation dengan pendekatan experiential marketing dirasa perlu dalam meningkatkan mutu layanan. Perubahan logo dilakukan dengan tujuan menciptakan engagement, loyalitas dan reputasi baik dalam masyarakat. Gojek adalah sebuah aplikasi daring yang menawarkan layanan transportasi. Gojek berusaha meningkatkan kualitas dengan memperbaharui dan memperluas layanannya sehingga terjadi penciptaan sebuah desain logo baru pada tahun 2019 dengan tujuan memperkenalkan kembali perusahaan Gojek citra yang baru. Gojek melakukan strategi dalam corporate visual, dengan mengubah identitas dalam bentuk logo untuk memaknai perubahan pesan coorporate kepada penggunanya. Penelitian ini merupakan penelitian kualitatif dengan desain penelitian studi kasus yang menggunakan metode pendekatan experiential marketing dengan tujuan mengetahui pencapaian corporate brand melalui brand activation. Hasil penelitian menunjukkan bahwa experiential marketing memunculkan peluang bagi pengguna aplikasi Gojek dalam mendapatkan pengalaman emosional dan rasional.Kata kunci: logo, corporate brand, brand activation, experiential marketing

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Ramadhan, Ahmad Seiichi, and Ilhamdani Chastello. "The Effect of Experiential Marketing Moderated by Customer Loyalty on Customer Satisfaction at Premium Supermarkets in Jakarta." Advanced Science Letters 21, no. 4 (April 1, 2015): 885–89. http://dx.doi.org/10.1166/asl.2015.5914.

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Objective: to acknowledge whether experiential marketing is moderated with customer loyalty, influenced customer satisfaction within Jakarta’s premium supermarket context. Method: Primary data for the study was collected through questionnaires as part of the survey research strategy applied. Linear regression was used to signify interactions between experiential marketing, customer loyalty, and customer satisfaction. Furthermore, One-Way ANOVA was also applied in order to indicate differences of the variables between the respondents’ perceptions of the three premium supermarkets. Results: In the Jakarta premium supermarket context, experiential marketing showed a direct and linear effect on customer satisfaction. However, experiential marketing showed an insignificant relationship with customer satisfaction when it was moderated by customer loyalty. Furthermore, based on the comparison test findings, there was a significant difference of experiential marketing factors as perceived by the respondents, while there is none for customer loyalty and customer satisfaction. Conclusion: the study signifies, in the Jakarta’s premium supermarkets context, that experiential marketing has a significant impact on these retailers. However, people in Jakarta did not exhibit particular loyalty to the premium supermarkets they frequented.

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Manengkey, Virgin M., Tinneke M. Tumbel, and Johnny A. F. Kalangi. "Pengaruh Experiental Marketing Terhadap Loyalitas Pelanggan Kebun Strawberry D’MOOAT." JURNAL ADMINISTRASI BISNIS 9, no. 1 (July 7, 2019): 64. http://dx.doi.org/10.35797/jab.9.1.2019.23558.64-71.

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This study aims to determine the experiential effect of marketing on customer loyalty at Strawberry D'Mooat Gardens. Experiential Marketing is a marketing approach that involves the emotions and feelings of consumers by creating positive experiences. Customer loyalty is a reliable measure to predict sales growth and customer loyalty can also be defined based on constitutional buying behavior. This study uses a quantitative approach, with a sample of 50 respondents who are customers of Strawberry D’Mooat Gardens who have visited more than twice. The sampling technique in this study is to use Simple Random Sampling. The data analysis method used in this study is a simple linear analysis method which includes validity test, reliability test, hypothesis test and analytical test of the coefficient of determination. It can be seen from the results of testing statistically it can be seen clearly that the independent variable Experiential Marketing affects the dependent variable Customer Loyalty. Based on the results of the study, it shows that experiential marketing has a positive and significant effect on customer loyalty. This shows that experiential marketing is one of the determinants of Customer Loyalty because good experiential marketing will create and maintain customer loyalty.

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Wu, Hung-Che, Chiou-Fong Wei, Li-Yu Tseng, and Ching-Chan Cheng. "What drives green brand switching behavior?" Marketing Intelligence & Planning 36, no. 6 (September 3, 2018): 694–708. http://dx.doi.org/10.1108/mip-10-2017-0224.

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Purpose The purpose of this paper is to explore the structural relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience and experiential satisfaction, switching intentions and switching behavior from the perspective of green branding. Design/methodology/approach A questionnaire survey was used to collect data from consumers who had purchased environmental shampoos, obtaining 613 valid samples which were analyzed with structural equation modeling. Findings The results indicate that green brand experiential risk, green brand cognitive dissonance, green brand experiential quality and green brand experience influence green brand experiential satisfaction. In addition, green brand experiential satisfaction has an impact on green brand switching intentions, which, in turn, positively influence green brand switching behavior. Practical implications To decrease the perceptions of green brand skepticism, green brand experiential risk, green brand cognitive dissonance, green brand switching intentions and green brand switching behavior and increase the perceptions of green brand experiential quality, green brand experience and green brand experiential satisfaction, the findings will help environmental organizations develop and implement market-orientated product strategies. Originality/value The results provide a better understanding of the relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience, experiential satisfaction, switching intentions and switching behavior in an environmental context.

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Cristine, Yuliyanti. "Pengaruh Pendekatan Experiential Marketing terhadap Tingkat Kepuasan Konsumen Produk Kopi Juli Melalui Digital Marketing." Syntax Literate ; Jurnal Ilmiah Indonesia 6, no. 3 (March 20, 2021): 1505. http://dx.doi.org/10.36418/syntax-literate.v6i3.2261.

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Experiential marketing merupakan salah satu strategi pemasaran yang menghubungkan produk atau jasa kepada pelanggan secara positif dalam beberapa aspek. Melalui digital marketing masyarakat mampu membeli produk yang di inginkan dengan mudah. Tujuan penelitian ini untuk mengetahui pengaruh lima dimensi experiential marketing terhadap kepuasan konsumen dalam menggunakan produk atau jasa. Metode yang di gunakankan dalam penelitian ini yaitu kuantitatif dimana peneliti menggunakan sampel dari para konsumenkopi juli. Hasil studi menunjukkan aspek sense, feel, think, act, relate memiliki pengaruh positif terhadap kepuasan pelanggan terhadap produk Kopi Juli. Artinya experiential marketing dapat menjadi strategi dalam memasarkan produk untuk niat pembelian kembali sehingga frekuensi seorang individu membeli bisa lebih dari satu kali.

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Creusen, Mariëlle E. H., Gerda Gemser, and Marina Candi. "The influence of experiential augmentation on product evaluation." European Journal of Marketing 52, no. 5/6 (May 14, 2018): 925–45. http://dx.doi.org/10.1108/ejm-04-2016-0220.

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Purpose The purpose of this paper is to examine the influence of experiential augmentation on product evaluation by consumers. An important distinction is made between product-related experiential augmentation and experiential augmentation of the environment. Furthermore, the research examines how brand familiarity moderates the effect of experiential augmentation. Design/methodology/approach In two experiments (N = 210 and N = 70), both product-related and environmental experiential augmentation were varied. Participants tasted and evaluated a new coffee product from either a well-known or a fictitious brand. Findings The findings of the first experiment indicate that product-related experiential augmentation contributes positively to product evaluation for both an unfamiliar and a familiar brand. Experiential augmentation of the environment influences product evaluation negatively, but only in the absence of product-related experiential augmentation. The second experiment tests some possible explanations for this negative effect and shows that it occurs only in the case of a familiar brand. Practical implications The findings offer implications for marketing managers seeking to positively influence consumer product evaluations through experiential augmentation. First, marketing managers are advised to make a distinction between product-related experiential augmentation and experiential augmentation of the evaluation environment, and, second, they should take brand familiarity into account when employing experiential augmentation of the environment. Originality/value This research contributes to the literature by showing that product-related experiential augmentation and experiential augmentation of the environment differ in the impact they have on product evaluation and providing insight into the relationship between brand familiarity and experiential augmentation.

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Yelovaya, Ye M. "Experiential marketing as an eﬀective tool for promoting tourist services." Proceedings of the National Academy of Sciences of Belarus, Humanitarian Series 66, no. 3 (August 5, 2021): 361–70. http://dx.doi.org/10.29235/2524-2369-2021-66-3-361-370.

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The problems of the formation of a promising marketing concept – the experiential marketing, which was developed in the context of the formation of an economy of experiences, are examined.The transformation of the classic marketing mix into the 9P model is reﬂected as part of the concept of experiential marketing. The relationship of experiential marketing and brand is shown, the ability of the brand to inﬂuence the creation of impression is noted.It is shown that the use of experiential marketing can be considered not only in the context of promoting consumer brands, but also for promoting tourist territories. The impressions of the territory of residence will arouse emotions in the consumer, causing empirical experiences, will determine its success in conditions of high competition.

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CHUANG, CHAO CHAO. "Experiential Marketing Strategy: The Empirical Study." International Review of Management and Business Research 9, no. 1 (March 30, 2020): 79–86. http://dx.doi.org/10.30543/9-1(2020)-6.

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Tresyanto, Citra Anggraini, and Bruno Hami. "Experiential Marketing Wisata Taman Kota Surabaya." BIP's JURNAL BISNIS PERSPEKTIF 9, no. 1 (January 31, 2017): 59–66. http://dx.doi.org/10.37477/bip.v9i1.39.

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The public need big cities nowadays are very complex. No exception to the needs of the people of Surabaya. One of the new needs of urban society is traveled. Traveled synonymous with waste of money. Not at this time, traveled enough to spend time with visiting the city park. Surabaya has a lot of city parks that can be utilized by the community. A total of 27 active city park owned by Surabaya. But unfortunately some of them, can be utilized by the community. Apart from that, the city park form a new lifestyle and needs in the community that traveled in a city park. Travelling in the city park provides an exciting experience. An interesting experience can be formed through a component in experiential marketing, namely sense, feel, think, act and relate that will describe a new experience as a result of a particular stimulus. Through experiential marketing also, the city government can find out what people felt after visiting the city and what is needed by the community. Proved that the city parks are built and design well, according to the needs and expectations of the community. This is clearly evident from the many community activities in the city park on the weekends.

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Civi, Emin, and Elif S. Persinger. "Marketing Plan Competition For Experiential Learning." American Journal of Business Education (AJBE) 4, no. 12 (November 22, 2011): 51–60. http://dx.doi.org/10.19030/ajbe.v4i12.6614.

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Many students find traditional lectures, routine memorization, and restatement of facts and terms tedious and boring (Munoz and Huser, 2008). This requires professors to employ a variety of teaching techniques, for example, live case classroom projects. Such an experiential learning opportunity encourages students to become involved with the materials they are attempting to learn by requiring them to apply theory to real-life situations where ambiguity, change, and risk exist (Lewis and Williams, 1994). This paper presents an assessment of a semester long marketing plan competition, which was incorporated into the Marketing Management Course. The competition required all student teams to deal with the assigned client and compete with each other to produce the winning marketing plan. Student feedbacks indicated they enjoyed the experiential learning opportunity and the competition format.

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Journal articles on the topic 'Experiential Marketing'

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