Experiential marketing in sport spectatorship services: a customer perspective
Experiential marketing in sport spectatorship services: a customer perspective
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体育观看服务中的体验式营销：客户视角
DOI：
10.1080/16184742.2014.926379
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发表时间：
2014
影响因子：
3.4
通讯作者：
Guillaume Bodet
中科院分区：
文献类型：
--
作者：
Nicolas Chanavat;Guillaume Bodet
研究问题：服务业在现代体育产业中发挥着越来越大的作用。关于体验式营销策略对消费者行为的影响，特别是在体育赛事行业的背景下，人们知之甚少。该研究旨在开始解决这一知识差距，并更好地研究消费者在体育赛事中定义体验营销的非凡体验的主观方面，以及它们对消费者行为和体验和品牌战略的影响。研究方法：对法兰西体育场的观众进行了一系列深入的半结构化访谈，他们目睹了被认为是不寻常的经历。26名受访者年龄在18 - 56岁之间（M年龄= 24.7），包括18名男性和8名女性。结果和调查结果：人们发现，定价问题突出了机会主义行为的存在，可能与体验式营销战略同样重要。此外，如果体验式营销影响了品牌知名度和品牌联想，这些联想并不总是被认为是积极的，特别是从最坚定和鉴赏家的球迷。最后，这一营销策略似乎没有任何显着的积极效果方面的品牌忠诚度。含义：部落营销方法强调消费者之间的联系，而不是消费者与品牌之间的联系，可以提出一种解释，估计被所提供的非凡体验吸引的消费者对与其他消费者的联系比品牌和所提供的服务更感兴趣。
Research question: Services play a growing role in modern sport industries. Relatively little is known about the impact of experiential marketing strategy on consumer behaviour and within the context of sporting events industry in particular. The study seeks to start addressing this gap in knowledge and to better examine the subjectively based aspects of extra-ordinary experiences, which define experiential marketing, in sporting events lived by consumers, and their impact in terms of consumer behaviour and experiential and branding strategies. Research methods: A series of in-depth semi-structured interviews were conducted with Stade de Français' spectators who witnessed what is considered as extra-ordinary experiences. The 26 interviewees were aged between 18 and 56 years old (M age = 24.7), and were comprised of 18 males and 8 females. Results and findings: It was found that the pricing issue, which highlighted the presence of opportunistic behaviour, was probably as important as the experiential marketing strategy. Moreover, if experiential marketing influenced brand awareness and brand associations, those associations were not always perceive positively particularly from the most committed and connoisseur fans. Finally, this marketing strategy did not seem to have any conspicuous positive result in terms of brand loyalty. Implications: An explanation relying on the tribal marketing approach, which emphasises the link between consumers rather than between consumers and the brand, could be put forward estimating that the consumers attracted by the extraordinary experiences provided are more interested in the link with the other consumers than the brand and the service offered.
影响因子：
12.9
作者：
J. McAlexander;J. Schouten;H. F. Koenig
通讯作者：
J. McAlexander;J. Schouten;H. F. Koenig