1,721,162 research outputs found
Cap. 1 Consuming Experiences: an introduction
No full textThe chapter deals with the concept of consumption experienc
“Esperienza di consumo e marketing esperienziale: radici diverse e convergenze possibili”
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Living with brands in an industrial context
No full textThe purpose of this paper is to cast BtoB branding in a different light than previously done by today’s fast-growing body of literature on the topic while examining it from the standpoint of customers’ life experience and the web of relationships in which they are suspended.
A qualitative research based on in-depth interviews has been developed in the form of customer-centric narratives and listening to personal stories, lived experiences and eliciting meanings through metaphors and projections.
Field interviews support the contention that customer members experience their professional lives as a collection of loyalties to other individuals or groups of people (e.g., loyalty to a firm’s people, loyalty to a supplier’s people, loyalty to a customer’s people, loyalty to oneself, etc.) and that inside this collection, brand loyalty appears to be of little importance. However, brand loyalty is not totally absent from the picture: brands could be resources that consumer members draw on in order to juggle their important loyalties.
This paper allows us to redress a gap in marketers’ understanding of BtoB brand loyalty: when we shift from a brand/organisational perspective—as used by a majority of the previous research—to a customer perspective, brand loyalty appears not to be of paramount importance in an industrial context
“How to Facilitate Immersion in a Consumption Experience: Appropriation Operations and Service Elements"
No full textAn entire research current has taken on the mantle of analysing the growing quest on the part of the contemporary consumers for immersion into varied experiences. It remains that there has been little empirical analysis of this process of immersion and the experience it produces. This paper introduces and develops the subjective operations that consumers undertake in their efforts to be immerged in the consumption experience. It uses empirical research based on introspective reports filed by consumers who attended a series of classical music concerts. The results suggest that rather than being an immediate process, the immersion in a consumption experience is more of a progressive one. To facilitate this progressive process greater attention must be paid to the management of those service elements that will have an impact on the so-called operations of appropriatio
“Revisiting Consumption Experience: A More Humble but Complete View of the Concept”
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“The Impact of Services Elements on the Artistic Experience - The Case of Classical Music Concerts”
No full textExperiential marketing is about producing positive effects on the consumer immersion in the experience. In this sense, experiential marketing of the arts could be dedicated to ease the consumer immersion in the artistic experience even – and especially – in the case of non connoisseurs facing a ‘difficult’ piece of art. This paper concentrates on the understanding of the artistic experience phenomenon. In order to achieve this goal, the concept of appropriation is introduced and developed through the cycle of appropriation. An empirical research based on introspective reports of consumers attending classical music concerts is used. Results highlight that rather than a single immersion, the artistic experience seems to be more a question of repeated paddling which sometimes leads progressively to full immersion and sometimes does not. The results suggest recommendations to manage services elements that impact on the enactment of consumers’ artistic experience throughout the sequence of appropriation operations
“Comprendere l’immersione del consumatore nell’esperienza: il potere dell’introspezione"
No full textToday consumption is considered one of the fundamental pillars in the construction of individual identity. As a result, the meaning of life is primarily defined by the various consumption experiences in which individuals immerse themselves. Indeed, the concept of immersion has become an important issue in the literature on consumer behaviour. The present paper seeks to contribute to this stream of research by furthering the understanding of immersion in consumption experiences.
First, we present a model detailing the immersion process as a means to access subjective experiences which with other market and non-market experiences contribute to the construction of consumer identity. The main objective of the paper is then to present one of the research methods used to analyse immersion in the consumption experience: subjective introspection. The discussion involves a critical review of the literature and identifies the main decisions necessary in applying this methodology. A case study on introspection in a surfing experience illustrates the approach. Our conclusions show the progressive integration of introspection with other methods, highlighting their advantages and limitations in understanding immersion in the consumption experience
"How Services Elements Wrap the Consumers Experience. The Case of Music Consumption at the Auditorium of Milan"
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