• Title/Summary/Keyword: experiential marketing

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The Effects of Shopping Motivation and an Experiential Marketing Approach on Consumer Responses toward Small Apparel Retailers

  • Jeong, So Won;Chung, Jae-Eun;Fiore, Ann Marie
    • Fashion, Industry and Education
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    • v.15 no.2
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    • pp.11-24
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    • 2017
  • The objectives of this empirical study were to examine the relationships between shopping motivations, Pine and Gilmore's four experience realms (4Es), the emotional components of pleasure and arousal, and patronage intention toward small apparel retailers. Data from 128 college students were collected through an online survey. Regression analysis results revealed the positive impact of shopping motivations on the hypothesized experiential realms and partial effects of the 4Es on pleasure and arousal. Pleasure and arousal were found to affect patronage intention. This research benefits small retailers by identifying the experiential marketing strategies that positively affect consumer emotional experiences, which are important to consequent patronage intention toward small apparel retailers.

A Study on Space Design Process and Strategy as Experiential Marketing Tool - Focused on Tokyo Prada by Herzog De Moron - (체험 마케팅 도구로서의 공간 디자인 과정 및 전략에 관한 연구 - 헤르죠그 디모론의 도쿄 프라다 매장을 중심으로 -)

  • Jeon, You-Chang;Kim, Seung-Wook
    • Korean Institute of Interior Design Journal
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    • v.18 no.4
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    • pp.51-60
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    • 2009
  • In consumer space, architecture is experiencing the rise of architectural design that reflects the experience of the customer. As a result, the shape and space in architecture have overcome their basic functional aspirations, thus fulfilling the aesthetic desires driven by human sensibility. This has led to overcome the primary internal condition of sales of industrial establishments and made possible its role as a marketing tool through the improvement of the brand image and in charge of indirect sales. This research will be based on the Prada Tokyo Epee Center's architectural process, designed by Herzog De Moron, focusing on the relationship between the space design process and strategy and experimental marketing aiming towards the architect's intention and goal in relation to perceptive communication. This paper will thus look into how experiential marketing strategies, prominent in marketing, are being shown in comsumer spaceas design elements. It will further investigate into how design elements is being used as a tool for product sales and brand image reconstruction. In conclusion, authors discuss importance of experimental marketing tool in the current consumer society and role of contemporary architects who need to consider design that does not only satisfy their customers but further stimulates their desires.

The Effect of Experiential Marketing on Relationship Orientation in Local Festival -Focus on the Cheongju International Craft Binennale- (지역축제 체험마케팅이 관계지향성에 미치는 영향 -청주국제공예비엔날레를 중심으로-)

  • Lee, Yk-Su
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.13 no.2
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    • pp.536-542
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    • 2012
  • This research the impacts of the experiential marketing elements to the relationashin orientation and the results are as follow. It showed items of emotional experience, cognitive experiences, ative experience, relationshin experience positively affect to the festival brand loyalty. Through these results, first, we could suggest a new data for the development of the festival experience marketing for the enhancement of the festival brands in the future. Second, as the new research applying the festival and experiential marketing, we could found the experiential marketing through the intangible goods as like the festival could affect to the reinforcing of the relationship orientation. This is scientifically could suggest the basis to enlarge the scope of application. Also it could suggest industrially a lot of implications to establish the marketing strategy of the festival and reinforcing strategy of the relationship orientation.

A Study on the Influence of Experiential Marketing in Deluxe Hotel Restaurants on Brand Personality (특급호텔 레스토랑의 체험 마케팅이 브랜드 개성에 미치는 영향)

  • Kim, Ju-Young
    • Culinary science and hospitality research
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    • v.18 no.5
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    • pp.33-44
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    • 2012
  • The purpose of this study is to investigate the impact of experiential marketing on brand personality in the hotel restaurant. Especially, it verifies the relationship between experiential marketing and brand personality factors in hotel restaurants. Research methods targeting customers with deluxe hotel dining experience draw detailed brand personality factors and hotel restaurant experiences, along with an investigation of relationship between brand personality and strategic experience. As a result, among five factors of sense, emotions, perception, behavior, and relationship, only action and relationship influence competence, good feelings, activity, sophistication among five factors of competence, good feelings, activity, sophistication and strength. Therefore, future research should include the comparison of brand personality dimensions and the development of criteria for brand personality.

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The Study on the Effect of Outdoor Experiential Marketing on Brand and Purchase Intentions (아웃도어 체험 마케팅이 브랜드와 구매의도에 미치는 영향에 대한 연구)

  • Lee, Jae-Woo;Park, Eun-Ju;Choi, Myeonggil
    • Journal of Digital Convergence
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    • v.15 no.5
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    • pp.139-150
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    • 2017
  • The purpose of this study is to examine the influence of experiential marketing on brand loyalty through brand image and brand attitude, and to ultimately understand the relationship between experiential marketing and purchase intentions. The subjects of the study were first-time participants of the 'Salomon Outdoor City Trail Run' sponsored by the brand Salomon Outdoor. Out of 223 questionnaires given to the subjects, 195 responses were used as the sample for analysis. SPSS 18.0 and AMOS 18.0 were used as the analysis tools. The study results showed that, of the elements of marketing including sensation, emotion, recognition, action, and relation, feel and action positively influenced brand image. Sensation and relation positively influenced brand attitude. Brand image and brand attitude positively influenced brand loyalty and brand loyalty positively influenced purchase intention. The study is significant in that it explores the effects of experiential marketing all the way up to the purchase intention, and how this is influenced by brand image, brand attitude, and brand loyalty. Implications of these findings for experiential marketing as well as future research directions are also provided.

A Study on the Characteristics of the Information Center for Invigorating Regional Products - Focused on the experiential marketing - (지역 특산물 활성을 위한 홍보관 특성에 관한 연구 - 체험 마케팅을 중심으로 -)

  • Han, Jin-Ju;Han, Hae-Ryon
    • Korean Institute of Interior Design Journal
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    • v.21 no.2
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    • pp.133-140
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    • 2012
  • Our government finally understood the true meaning of this wisdom and is attempting to revive the rural area by establishing local produce exhibition hall. This is to allow different regions to promote their specialties and provide diverse experience to the public. However, the reality is that unstructured marketing and PR is not achieving much. Marketing in the past was a paradigm of function and benefit. As we passed 20th century, this was challenged, leading to experiential marketing. Customers' cultural urge and interest in experience and participation are getting stronger. With the facilitation of Promotion Center for local special products, local special products and relevant local communities will be promoted, and the distribution business will grow further. This research was performed to establish basic research materials for planning information center in order to invigorate regional products. This study brought about the following results: first, the Promotion Center for local special products can acquire emotional elements by associating the elements with local special products; secondly, the Promotion Center for local special products can acquire cognitive elements by harmonizing local communities' unique identities with their own other special products; thirdly, the Promotion Center for local special products can acquire behavioral elements by enjoying various experiences and events; fourthly, the Promotion Center for local special products can acquire relational elements by integrating other new spaces.

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Happiness from What We Have and What We Experience: Attribute Non-alignability Increases Anticipated Satisfaction from Experiential Purchases

  • Kim, Minhee;Ahn, Hee-Kyung
    • Asia Marketing Journal
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    • v.22 no.1
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    • pp.61-79
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    • 2020
  • This research examines how processing type and alignability moderate the effect of product type on satisfaction (i.e., happiness). It is well known that there are two types of processing-deliberative and intuitive processing. Based on the previous literature that the intuitive processing is compatible with experiential purchases and the deliberative processing is fit with material purchase, the current research demonstrates that processing type moderates the effect of product type on happiness. Moreover, we hypothesize that alignability moderates the effect of product type on anticipated satisfaction. As expected, participants in the intuitive processing condition reported greater happiness from their experiential purchases than material purchases. However, in the deliberative processing condition, there was no significant difference between happiness levels from material and experiential purchases. Furthermore, when the attributes of choice options were presented in a non-alignable manner, participants reported greater anticipated satisfaction from experiential purchases than from material purchases. However, this difference disappeared when attributes were presented in an alignable manner. Finally, we propose 'choice process' satisfaction as a potential mediator of the moderating effect of processing type on the relationship between product type and (anticipated) satisfaction.

A Study on the Types of Visitors to Experiential Fishing Villages - Focused on the Case of Tae An-Gun in Chung Nam Province - (어촌체험마을 방문객 유형화에 관한 연구 - 충남 태안군 어촌체험마을을 중심으로 -)

  • Kim, Jong-Hwa;Cho, Eun-Jung
    • Journal of Korean Society of Rural Planning
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    • v.20 no.3
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    • pp.45-53
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    • 2014
  • This study classifies the types of visitors to experiential fishing villages and analyses the features and target marketing strategies by categorical groups. Seven factors are extracted by Factor Analysis and the results of Cluster Analysis indicate the classification of five groups. The first group puts emphasis on the family connection, so family centered facilities and programs are necessary. The second group is composed of surrounding area residents whose purpose of visit is unclear. So environmentally friendly village development programs to encourage local patriotism are necessary. The third group puts emphasis on the necessary facilities and programs for experiencing the fishing village and traditional play, etc. The fourth group emphasizes programs related with the region and the means to satisfy visitor's aesthetic desires. Finally, the fifth group aims at various desires that are generally felt in experiential fishing villages. So this group requires marketing strategies from the public point of view. The existing research mostly surveys rural tourism villages, but this study highlights the difference in dealing with fishing villages as opposed to rural villages, from the perspective of industry and settlement.

The relationship between experiential marketing using makeup services and theme park participants' satisfaction, loyalty and intention to return (분장 서비스를 활용한 체험마케팅과 테마파크 이용자의 만족도, 충성도, 재방문의도의 관계)

  • Jo, Ye-won;Rhee, Young-Ju
    • The Research Journal of the Costume Culture
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    • v.29 no.5
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    • pp.706-718
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    • 2021
  • The purpose of this study is to identify the relationship between experience marketing using makeup services and theme park users' satisfaction, loyalty, and revisit intention. This is because it can identify the usefulness of makeup services and provide implications for effective field marketing strategies. In order to achieve the purpose, 668 users of the theme park were surveyed after convenience screening as research participants. The main theme was the makeup service for visitors to Lotte world, Everland, and Hapcheon Ghost theme park. this study reviewed previous studies and applied them to the makeup service. Based on this, the research model and the hypothesis were established, and as part of the empirical research, the hypothesis was verified through analysis methods such as frequency analysis, reliability verification, factor analysis, and structural equation modeling. The summary of the research results based on empirical analysis is as follows. First, as a result of analyzing experience marketing using makeup services has a positive impact on the satisfaction of customers using theme parks. Second, experience marketing using makeup services has a positive effect on customer loyalty. Third, experience marketing using makeup services has a positive effect on intention to return. Fourth, satisfaction and loyalty were found to affect the intention to return. Based on this research, we hope that the makeup service as experiential marketing can be effectively applied in various fields, and that the research can be used as basic data to make the makeup service into the representative cultural contents marketing.

The Effect of Online Experience Marketing and Brand Loyalty of Chinese Infant Clothing Brands on Purchase Intention (중국 영유아의류 브랜드의 온라인 체험 마케팅과 브랜드 충성도가 구매의도에 미치는 영향)

  • Zhang Xuan;Ahyoung Han
    • Journal of Fashion Business
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    • v.27 no.3
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    • pp.1-18
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    • 2023
  • The online shopping industry in China has experienced rapid growth, particularly in the infant goods sector, which is considered highly promising in terms of its growth potential. This growth can be attributed to the Chinese market's increasing economic power, the implementation of new policies concerning marriage and childbirth, changes in family structure, and evolving and diverse consumer demands for infant products. While the infant clothing industry has emerged as a significant player in the Chinese market, there is still a lack of sufficient academic research on the online shopping environment specific to China's infant clothing industry. The objective of this study was to explore the influence of online experiential marketing on brand loyalty and purchase intention among Chinese consumers of children's wear. The study findings indicated that the emotional experience, action experience, and relationship experience encountered by consumers during online interactions had a positive and significant impact on brand loyalty. Both perceptual experience and cognitive experience had a positive and significant influence on consumers' willingness to make a purchase. The study also revealed that brand loyalty had a positive and significant effect on consumers' purchase intention. The perception of online experiential marketing, brand loyalty, and purchase intention varied based on individual attributes, and gender was found to moderate the relationship between online experiential marketing and brand loyalty.