Details
| Original language | English |
|---|---|
| Pages (from-to) | 101-118 |
| Number of pages | 18 |
| Journal | Journal of Brand Management |
| Volume | 25 |
| Issue number | 2 |
| Publication status | Published - 11 Sept 2017 |
Abstract
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.
Keywords
- Brand experience, Brand strength, Customer perceived value, Luxury hotel industry, Multisensory marketing
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Strategy and Management
- Business, Management and Accounting(all)
- Marketing
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In: Journal of Brand Management, Vol. 25, No. 2, 11.09.2017, p. 101-118.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - The power of experiential marketing
T2 - exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength
AU - Wiedmann, Klaus Peter
AU - Labenz, Franziska
AU - Haase, Janina
AU - Hennigs, Nadine
N1 - Publisher Copyright: © 2017 Macmillan Publishers Ltd. Copyright: Copyright 2018 Elsevier B.V., All rights reserved.
PY - 2017/9/11
Y1 - 2017/9/11
N2 - 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.
AB - 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.
KW - Brand experience
KW - Brand strength
KW - Customer perceived value
KW - Luxury hotel industry
KW - Multisensory marketing
UR - http://www.scopus.com/inward/record.url?scp=85029089298&partnerID=8YFLogxK
U2 - 10.1057/s41262-017-0061-5
DO - 10.1057/s41262-017-0061-5
M3 - Article
AN - SCOPUS:85029089298
VL - 25
SP - 101
EP - 118
JO - Journal of Brand Management
JF - Journal of Brand Management
SN - 1350-231X
IS - 2
ER -