The Effects of Experience-Based Marketing Communication on Brand Relations and Hedonic Brand Attitudes: the Moderating Role of Affective Orientation

Marieke Fransen, University of Amsterdam, the Netherlands
Paulien Lodder, University of Amsterdam, the Netherlands
The present study investigates the effects of experienced-based marketing communication tools such as theme stores and experience events (e.g., M&M’s world) on consumer responses. It is hypothesized and found that a visit to a theme store or co-creating a product online enhances brand attitudes and brand relations (compared to a control condition). Furthermore, the results revealed that these observed effects were stronger for consumers with dispositional high (versus low) affective orientation. This study shows promising results for the growing field of experience-based marketing communication.
[ to cite ]:
Marieke Fransen and Paulien Lodder (2010) ,"The Effects of Experience-Based Marketing Communication on Brand Relations and Hedonic Brand Attitudes: the Moderating Role of Affective Orientation", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 801-802 .