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1 – 10 of over 15000
Article
Publication date: 2 February 2022

Etinder Pal Singh, Jyoti Doval, Sanjeev Kumar and Malik Muhammad Sheheryar Khan

The gaps between what is taught in the classroom and what is required from the management graduates are evident globally. This research suggests that experiential learning…

Abstract

Purpose

The gaps between what is taught in the classroom and what is required from the management graduates are evident globally. This research suggests that experiential learning has the potential to address this pronounced gap and examines the impact of a long-term experiential learning project in marketing curricula on management graduates in emerging Indian economy. This paper aims to investigate whether experiential learning results in conceptual clarity and application skills, influence positive behavioral change in the students and at the same time make learning an enjoyable and productive experience for management graduates.

Design/methodology/approach

This paper examines the results of a full-term long experiential learning project designed for the graduate students of the introductory marketing course in the emerging economy of India. The assessment of the experiential learning project was undertaken by using a 14-item survey instrument post activity and analyzed results by using quantitative methods.

Findings

The results of the study indicate that incorporation of experiential learning project in marketing curricula offers an excellent opportunity for the educators to ensure a high level of engagement, involvement, motivation, interest and satisfaction among Indian students. The project led to more enjoyment and productivity as compared to regular lecture method and assignments. The project provided an opportunity to apply theoretical concepts and theory in a real-life setting.

Practical implications

This activity is ideal and relevant for marketing educators who are looking for a semester/term long experiential learning activity/group project to be conducted while teaching introduction to marketing course. This activity offers an excellent opportunity for educators to ensure that students are engaged, motivated and are ready to apply the marketing concepts. This activity can be used in both undergraduate- and graduate-level courses.

Originality/value

Marketing Challenge,” a long duration (full-term) experiential learning project described in this paper, provides the students an opportunity to experience the new product development process from the product conception, development to selling the developed product. The authors perceive that in the coming future, educators will use experiential learning elements in the classrooms to achieve the learning outcomes of various management courses.

Details

Review of International Business and Strategy, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2059-6014

Keywords

Article
Publication date: 8 January 2021

Hung-Che Wu, Xiaolian Chen and Ya-Yuan Chang

This study examines the relationship between the dimensions of fertility care quality and the dimensions of experiential relationship marketing in fertility tourism.

Abstract

Purpose

This study examines the relationship between the dimensions of fertility care quality and the dimensions of experiential relationship marketing in fertility tourism.

Design/methodology/approach

The data used in this study were based on a sample of 532 Mainland Chinese fertility tourists who received fertility care services in eight private fertility clinics in four Malaysian states, indicating that the proposed model fitted the data.

Findings

Findings show that the dimensions of fertility care quality (professional skills, patient orientation and physical comfort) and experiential value positively influence experiential satisfaction. Additionally, experiential trust is positively influenced by both experiential satisfaction and experiential value. Also, experiential commitment is positively influenced by experiential satisfaction, experiential trust and experiential value.

Practical implications

Fertility tourism service providers could focus on refining the dimensions of fertility care quality to improve experiential relationship marketing.

Originality/value

This paper provides the data that result in a better understanding of the relationship between the dimensions of fertility care quality and the dimensions of experiential relationship marketing in fertility tourism.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 7
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 25 August 2020

Shalom Levy and Hanna Gendel Guterman

Experiential marketing is a technique through which companies enhance their promotional marketing with extensive sensory and imagery appeal in order to intensify…

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.

Details

EuroMed Journal of Business, vol. 16 no. 4
Type: Research Article
ISSN: 1450-2194

Keywords

Article
Publication date: 1 October 2006

Alistair Williams

Experiential marketing is arguably marketing's most contemporary orientation, but as with many marketing innovations it has been largely overlooked by those involved in…

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Abstract

Purpose

Experiential marketing is arguably marketing's most contemporary orientation, but as with many marketing innovations it has been largely overlooked by those involved in tourism and hospitality marketing and promotion. Whilst in many industries companies have moved away from traditional features and benefits approaches, to putting experiential marketing centre‐stage, marketing in the tourism and hospitality sectors does not appear to have explicitly engaged the theoretical issues involved. This raises the question what, if anything, does experiential marketing have to offer marketers in the disciplines of tourism and hospitality? In this paper, I will seek to introduce the experiential marketing debate and demonstrate how the questions raised by the concept are critical to an understanding of marketing theory and research within the tourism and hospitality sectors.

Design/methodology/approach

Following the authors previous publications which sought to investigate alternative paradigms for studying hospitality consumers, this research attempts to consider the practical applications of one such model.

Findings

The tourism and hospitality sectors cannot be seen to be immune to fundamental changes in the orientation of marketing. Innovative experience design will become an increasingly important component of tourism and hospitality firms core capabilities. Those who go beyond service excellence, and market experientially will lead the creation of value in the sector.

Originality/value

Provides a framework as to how organisations might usefully implement an experiential marketing strategy.

Details

International Journal of Contemporary Hospitality Management, vol. 18 no. 6
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 13 July 2015

Rory Mulcahy, Rebekah Russell-Bennett and Sharyn Rundle-Thiele

This paper aims to understand how experiential value can generate awareness, image, perceived quality and loyalty to the moderate drinking brand. Electronic games are…

Abstract

Purpose

This paper aims to understand how experiential value can generate awareness, image, perceived quality and loyalty to the moderate drinking brand. Electronic games are increasingly used by social marketers in an attempt to support target audiences uptake of social behaviours. However, little is known of the value this creates for target audiences and its impact on the uptake of a social behaviour brand.

Design/methodology/approach

A survey of male adolescents (n = 137) was conducted to test proposed relationships between experiential value and consumer-based brand equity dimensions. The research tested the game “Don’t Turn a Night Out into a Nightmare” that was developed by the Australian Federal Government as part of a social marketing campaign. Data were analysed using linear regression and MANCOVA.

Findings

The findings indicate that there are significant relationships between consumer-based brand equity dimensions for the social behaviour brand of moderate drinking, indicating relevance of a commercial marketing theory for social marketing. Furthermore, findings show that different combinations of experiential value dimensions have an impact on different components of consumer-based brand equity. These findings indicate that when social marketers are developing electronic games, they must create different combinations of value in game play to achieve awareness, positive image, high perceived quality and, ultimately, loyalty to a behaviour.

Practical implications

Social marketers seeking to use electronic games to influence the uptake of behaviour brands such as moderate drinking must provide a more complete value package.

Originality/value

This paper is the first to examine how experiential value can influence the creation of brand equity for a social behaviour brand.

Details

Journal of Social Marketing, vol. 5 no. 3
Type: Research Article
ISSN: 2042-6763

Keywords

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Article
Publication date: 13 March 2019

Ali Ihtiyar, Mehmet Barut and Hatice Gulsah Ihtiyar

The purpose of this paper is to examine the influence of experiential marketing modules, service quality and social judgement on experiential values of young customers…

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Abstract

Purpose

The purpose of this paper is to examine the influence of experiential marketing modules, service quality and social judgement on experiential values of young customers. The paper also investigates the effects of experiential values on customer satisfaction (CS) and post-purchasing behaviour. In addition, the paper intends to strengthen the shift in marketing paradigm and to provide insightful enhancements to the literature.

Design/methodology/approach

An instrument was developed to measure how strategic experiential module (Schmitt, 1999), social judgement module (Rosenberg et al., 1968) and service quality perceptions of customers influence functional and emotional values. Primary data were gathered through surveying 402 respondents in order to diagnose young customers’ experiences in popular coffee stores in Phnom Penh, Cambodia. The constructs and their interrelationships were examined based on partial least square-structural equation modelling (PLS-SEM).

Findings

The results of PLS-SEM were found to be adequate in terms of validity and reliability. The results revealed that some of experiential modules and service quality have positive stimuli on experiential values. These contributions postulate an impetus for potential exploration in numerous service settings.

Originality/value

The study assesses the effect of shopping experiences of young customers on experiential values, social judgement, CS and post-purchase shopping attitudes. It is anticipated that by filling this gap, this study will assist in strengthening marketing strategies, which requires an alteration in the existing business atmosphere. The suggestions and results for future research are discussed in detail accordingly.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 18 May 2012

Tony Conway and Debra Leighton

This paper seeks to investigate experiential marketing as a potential strategy for cultural attractions operating in a highly competitive leisure marketplace.

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Abstract

Purpose

This paper seeks to investigate experiential marketing as a potential strategy for cultural attractions operating in a highly competitive leisure marketplace.

Design/methodology/approach

The paper examines the relevance of the experiential approach for the UK arts and cultural sector with its multiple stakeholders and innate tensions between commercial objectives and curatorial/artistic goals, between visitor access and preservation and between scholarship and entertainment.

Findings

Experiential marketing is evaluated as a means by which organizations in the arts and cultural sector can capture uncontended market space while satisfying the wants and expectations of an increasingly discerning visitor. The analytical basis for the evaluation is provided through comparative case studies – one from the heritage sector and one from the performing arts.

Originality/value

The experiential approach is considered and the findings applied to a conceptual model, with a view to offering proposals for the dissemination of best practice and identifying directions for further research.

Details

Arts Marketing: An International Journal, vol. 2 no. 1
Type: Research Article
ISSN: 2044-2084

Keywords

Book part
Publication date: 4 July 2019

Songül Bilgili Sülük and Kenan Aydin

Introduction – In recent years virtual reality and augmented reality (AR) applications, which are widely used in many sectors, have become important tools in marketing

Abstract

Introduction – In recent years virtual reality and augmented reality (AR) applications, which are widely used in many sectors, have become important tools in marketing communication. The change and differentiation that takes place in a revolutionary digital environment also affect social change. This change has led to the use of AR applications as a communication tool to affect all decisions of consumers in the purchasing process.

Purpose – The focus of this study is on AR applications using an experimental application in the context of marketing communication with experiential marketing and new technologies.

Method – This experimentation was carried out on over 2 million downloaded mobile applications by Turkish users of an AR brand of wall paint. The experiment included 32 consumers, painters, and interior designers in Istanbul. These formed the groups of the study. The authors aimed to determine whether AR mobile applications are seen differently between these three groups in terms of attitudes and buying intentions vis-a-vis other brands. Thus, the authors will determine the importance of AR applications in marketing communication, satisfaction of experience, and the effect on purchase intention in terms of the different groups. In line with the results, strategies will be presented to marketing practitioners. The literature review of the study enabled the formation and design of the research method and scales.

Findings – The preliminary study revealed that the attitudes toward experiential marketing, brand attitudes, and purchase intention using the AR application were significantly different from the catalog application.

Article
Publication date: 5 May 2021

Diane Edmondson and Lucy Matthews

The purpose of this paper is to investigate how to overcome the dilemma of the lack of student workforce readiness upon graduation. Based on experiential learning theory…

Abstract

Purpose

The purpose of this paper is to investigate how to overcome the dilemma of the lack of student workforce readiness upon graduation. Based on experiential learning theory, the authors propose an innovative three-step approach to marketing curriculum to help address this dilemma.

Design/methodology/approach

This study examines both quantitative and qualitative data. First, quantitative results were obtained from 5,222 end-of-course surveys of students taking an experiential learning course at a southeastern United States public university. Results were also obtained from 111 end-of-course surveys of students taking experiential learning courses in marketing. Second, qualitative results were obtained through a critical review of self-reflection assignments from over 1,000 students taking a variety of experiential learning marketing courses.

Findings

The authors identify a three-step process that can be used to develop curriculum that will better prepare students for entering the workforce. The advantages and disadvantages associated with this type of curriculum are also discussed. The outcomes indicate that an entire curriculum focused on experiential learning, self-reflection and ePortfolios will allow students to not only be better prepared for the workforce but also will help them be better communicators on what they have learned.

Originality/value

In this paper, the authors contribute to the literature by providing a curriculum-based approach to learning in order to minimize the gap between academic knowledge and workforce preparedness. Sample course projects, reflective prompts and grading rubrics are provided to aid others in the implementation of this type of curriculum.

Details

International Journal of Educational Management, vol. 35 no. 5
Type: Research Article
ISSN: 0951-354X

Keywords

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