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Experiential marketing: Exploring the dimensions, characteristics, and logic of firm-driven experiences.

机译：体验式营销：探索公司驱动的体验的维度，特征和逻辑。

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摘要

Although the marketing literature on experiences dates back 25 years, there are still considerable gaps in our knowledge in this area. This is especially true concerning the area of experiential marketing (i.e., firm-driven experiences in which consumers participate). The purpose of this dissertation is to fill some of these gaps by examining the dimensions, characteristics, and logic of experiential marketing. In order to address these issues, this research utilized a qualitative study of 188 consumers and 18 producers across eleven different experiential contexts. The findings reveal three distinct dimensions of experiential marketing: (1) the marketing experience, (2) the experiential interface, and (3) the consumer experience. The findings also suggest a fourth dimension---the producer experience. Although it is possible to separate these dimensions conceptually, they are intimately intertwined and affect one another. The study also finds four main characteristics of experiential marketing: (1) liminality, (2) narrativity, (3) connectivity, and (4) multiplicity. Each of these characteristics manifests itself differently among the dimensions. Lastly, the study finds that the experiential marketing logic is based on symbolic resources, engaging transactions, and internalized value. This logic poses unique challenges for marketers that are not addressed by traditional marketing strategies.
机译：尽管有关经验的营销文献可以追溯到25年，但我们在这一领域的知识仍然存在很大差距。对于体验式营销领域（即消费者参与的公司驱动的体验）尤其如此。本文旨在通过考察体验式营销的规模，特征和逻辑来填补其中的空白。为了解决这些问题，本研究对11个不同的体验环境下的188个消费者和18个生产者进行了定性研究。调查结果揭示了体验式营销的三个不同方面：（1）营销体验，（2）体验界面，以及（3）消费者体验。研究结果还提出了第四个方面-生产者的经验。尽管可以在概念上将这些维度分开，但是它们紧密地交织在一起并相互影响。该研究还发现体验营销的四个主要特征：（1）合法性，（2）叙述性，（3）连通性和（4）多重性。这些特征中的每一个在维度之间都表现出不同的特征。最后，研究发现体验式营销逻辑基于符号资源，参与交易和内在价值。这种逻辑给营销人员带来了独特的挑战，而传统营销策略无法解决这些挑战。

著录项

  • 作者

    Lanier, Clinton D., Jr.;

  • 作者单位

    The University of Nebraska - Lincoln.;

  • 授予单位 The University of Nebraska - Lincoln.;
  • 学科 Business Administration Marketing.
  • 学位 Ph.D.
  • 年度 2008
  • 页码 324 p.
  • 总页数 324
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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