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Experiential value: a review and future research directions

Geetika Varshneya (Department of Marketing, Indian Institute of Management Rohtak, Rohtak, India)
Gopal Das (Department of Marketing, Indian Institute of Management Rohtak, Rohtak, India)
Arpita Khare (Department of Marketing, Indian Institute of Management Rohtak, Rohtak, India)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 2 May 2017




The purpose of this paper is to review the academic literature on the experiential value to appreciate the developments in the area in the last decade; propose a conceptual framework delineating the determinants and outcomes of experiential value and provide future research directions based on the insights.


A range of online databases were searched to review and select the papers related to experiential value. The full text of each of the papers was taken as a unit of analysis. The classification and coding of all the selected papers was performed manually by two independent researchers.


The analysis led to the classification of the experiential value literature broadly into five categories, i.e. conceptualization, measurement, antecedents, outcomes and applications. The findings indicated that the experiential value delineates across cultures, store formats, channels and product categories. The proposed framework depicting antecedents and outcomes could form a basis for future studies. The study unveiled several other useful findings as discussed in the paper.

Research limitations/implications

The findings may be generalized only to the selected online databases for the given time period in the experiential value domain. The study identified several potential avenues for future research.

Practical implications

The present study may help the academicians and practitioners to comprehend the current state of literature. The bibliography may be considered as a ready reference for contemplating future research in the area.


The extant literature revealed that no study so far has captured a literature review in the area of experiential value. Thus, this could be seen as a unique and significant contribution to the literature.



Varshneya, G., Das, G. and Khare, A. (2017), "Experiential value: a review and future research directions", Marketing Intelligence & Planning, Vol. 35 No. 3, pp. 339-357.



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Copyright © 2017, Emerald Publishing Limited

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