Managing Experiential Marketing: Insight From a Prototypical Experience
At the heart of experiential marketing is creating an exhilarating experience or performance around a brand that will result in positive emotional energy, which will then manifest itself in future consumption. Companies are investing big dollars in experiential marketing endeavors. Limited research has explored and explained what actually occurs in the experiential consumption context. The purpose of this paper is to provide some theoretical support for the phenomena using Randall Collins’ Interaction Ritual Theory as an orienting framework (1975, 1981, 1990, 2004). The paper will also present an ethnographic analysis of a prototypical interaction ritual—a live music performance. The specific purpose of this approach was to glean information from an ideal experiential context that can be applied to experiential marketing phenomena.
Elyria Kemp and Jeff Murray (2007) ,"Managing Experiential Marketing: Insight From a Prototypical Experience", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 342-344.
Elyria Kemp, University of Arkansas, USA
Jeff Murray, University of Arkansas, USA
NA - Advances in Consumer Research Volume 34 | 2007
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