The power of experiential marketing: exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength
The power of experiential marketing: exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength
复制标题
体验式营销的力量：探索多感官营销、品牌体验、顾客感知价值和品牌强度之间的因果关系
DOI：
10.1057/s41262-017-0061-5
复制
发表时间：
2018
影响因子：
4.1
通讯作者：
Nadine Hennigs
中科院分区：
文献类型：
--
作者：
Klaus;Franziska Labenz;Janina Haase;Nadine Hennigs
为客户提供独特且难忘的体验以建立积极的客户与品牌关系已成为品牌经理面临的主要挑战之一。因此，吸引所有感官的体验式营销方法越来越受到关注。然而，对于如何设计多感官品牌体验来实现高且可持续的品牌强度并为客户提供高感知价值，人们知之甚少。为了更好地理解多感官营销、品牌体验、客户感知价值和品牌强度之间的因果关系，我们对豪华酒店这一独特的服务行业进行了实证研究，为学习针对所有感官的方法提供了良好的榜样。我们的研究结果支持这样的假设：多感官营销是建立品牌体验的重要手段。两者都是客户感知价值的关键驱动因素，并显着影响品牌实力。此外，所确定的因果结构揭示了客户感知价值的哪些组成部分（财务、功能、社会和个人）特别受到多感官营销和品牌体验影响的问题的相关见解，从而建立了品牌实力。因此，这些发现为设计有前景的体验式营销提供了有趣的线索。
Providing customers with unique and memorable experiences to establish a positive customer–brand relationship has become one of the key challenges for brand managers. Hence, approaches to experiential marketing that appeal to all senses have increasingly gained attention. However, little is known about how to design multisensory brand experiences that lead to high and sustainable brand strength and provide the customers with a high perceived value. To better understand the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength, we conducted an empirical study in a distinctive service industry, luxury hotels that provides a good role model for learning about an approach that targets all senses. The results of our study support the assumption that multisensory marketing is an important means to establishing brand experiences. Both are key drivers of customer perceived value and significantly influence the brand strength. Moreover, the identified causal structure reveals relevant insights into the question of which components of customer perceived value (financial, functional, social and individual) are particularly influenced by multisensory marketing and brand experience, establishing brand strength. Hence, the findings provide interesting clues for the design of promising experiential marketing.
影响因子：
11.8
作者：
Prahalad, CK;Ramaswamy, V
通讯作者：
Ramaswamy, V