Twofold impact of experiential marketing: manufacturer brand and hosting retailer
ISSN: 1450-2194
Article publication date: 25 August 2020
Issue publication date: 13 October 2021
Abstract
Purpose
Experiential marketing is a technique through which companies enhance their promotional marketing with extensive sensory and imagery appeal in order to intensify consumers' experience. The purpose of this current empirical study is to address this strategy and suggests a conceptual framework to explain consumer attitude and behavior toward the promoted brand and the retailer store. Consumers' psychographic characteristics were added to enhance the novelty of the study.
Design/methodology/approach
An experiential stimulating environment was created in a real retail store location. The study employs data collected during the experiential demonstration.
Findings
The path model suggests that the intensity of the experience evokes an affective response toward the promoted brand and an indirect response toward the hosting retailer. Psychographic characteristics, such as the tendency to socialize and extrinsic cues, were found to moderate the effect of experiential marketing.
Practical implications
Product manufacturers and suppliers can use experiential marketing techniques to improve affective and cognitive responses toward their products and brands. Experiential promotion should also be strategically encouraged by retailers because it creates a recreational shopping experience that enhances the retailer's image.
Originality/value
The study is among the few empirical works that examine real-life settings and the double impact of experiential marketing on brand image and the retailer's store image. The study contributes to the existing literature by suggesting a path analysis model toward brand and store images, which combines the effect of experiential marketing with psychographic characteristics.
Keywords
Acknowledgements
The authors would like to express special thanks to Noa Zehavi, Tali Abramov, and Ariel Ben Shushan for their assistance in this study. The authors would also like to express their appreciations to the editor and the reviewers for their valuable comments.
Citation
Levy, S. and Gendel Guterman, H. (2021), "Twofold impact of experiential marketing: manufacturer brand and hosting retailer", EuroMed Journal of Business, Vol. 16 No. 4, pp. 345-360. https://doi.org/10.1108/EMJB-03-2020-0028
Publisher
:Emerald Publishing Limited
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