262,543 research outputs found
The Experientiality Continuum: An Empirical Investigation of Some Basic Tenets on Experiential Consumption
No full textExperiential consumption is a relevant concept within the consumer behavior and marketing
streams of research, but a shared definition has not been provided yet in the literature. Both
scholars and practitioners have proposed several interpretations that define experiential
consumption by focusing on some specific features. These basic assumptions, while widely
shared, have never been supported by empirical evidence. This paper tests some of these basic
tenets. A large sample of respondents judged a large domain of products on multiple criteria, i.e.
the features of experiential consumption. Results suggest a theoretical picture showing common
patterns of features generally considered as distinct and provide information on a selection of
products calibrated on the relevant features of experiential consumption
Semitransparent Design of Planar n-i-p Perovskite Solar Cells using a Cost-Effective, Perovskite-Compatible DMD Structure as the Top Electrode
No full textIn recent years, a significant emphasis has been placed on developing multi-functional solar cells that integrate new features such as color and transparency, thereby opening up the possibility of unconventional photovoltaic (PV) applications, including building-integrated PV (BIPV) systems, tandem solar cells, and wearable electronics. In particular, the integration of semitransparent (ST) solar cells into buildings as power-generating windows, facades or other aesthetic architectural elements constitutes one of the most intriguing perspectives [1]. Since silicon-based panels are generally opaque and unaesthetic, there has been a growing research interest in emerging thin-film solar cells that can be made truly semitransparent, display different colors, and be easily adapted to any type and surface of buildings. Among third-generation PVs, perovskite solar cells (PSCs) are particularly attractive for these applications owing to their superior performances. Over the past few years, tremendous efforts have been applied to develop esthetic semitransparent perovskite solar cells (ST-PSCs) by exploring various kinds of transparent electrodes, controlling the morphology, and engineering the bandgap of the perovskite absorber [2].
Here, a novel multilayer dielectric/metal/dielectric (DMD) transparent electrode based on non-precious copper (Cu) and molybdenum suboxide (MoOx) is manufactured via thermal evaporation and successfully incorporated as top anode in semitransparent planar n-i-p PSCs. Continuous and percolative Cu films as thin as 9.5 nm are grown onto the oxide surface by means of a pre-deposited ultra-thin Au seed layer, which also acts as an effective Cu diffusion barrier. The final MoOx/Au-seed/Cu/MoOx DMD structure shows a very good trade-off between optical transparency and electrical conductivity as well as a great thermal and mechanical stability. Whilst silver and gold are typically used in such DMD structures [3], their replacement with copper allows for a substantial cost reduction without sacrificing the device performance and stability. Through this strategy, PCEs as high as 12.5%, along with acceptable transparency levels, are successfully achieved. It is also demonstrated that the performance of the fabricated devices can be further improved by introducing specific interfacial layers as well as by incorporating appropriate solvent additives into the perovskite precursor solution.
References
[1] C. J. Traverse, R. Pandey, M. C. Barr, R. R. Lunt, Nat. Energy 2017, 2, 849.
[2] Q. Xue, R. Xia, C. J. Brabec, H.-L. Yip, Energy Environ. Sci. 2018, 11 (7), 1688.
[3] E. Della Gaspera, Y. Peng, Q. Hou, L. Spiccia, U. Bach, J. J. Jasieniak, Y.-B. Cheng, Nano Energy 2015, 13, 249.
[4] G. Giuliano, S. Cataldo, M. Scopelliti, F. Principato, D. Chillura Martino, T. Fiore, B. Pignataro, Adv. Mater. Technol. 2019, 4 (5), 1800688
The Role of Experiential Marketing in a Retail Chain Repositioning. A Field Experiment
No full textExperiential marketing is nowadays considered the most innovative way to differ strategically from competitors. By creating new and holistic consumers’ experiences, it aims at brand positioning or re-posizioning. Different tools to succeed with the experiential perspective are suggested to firms. Within these tools, the design of a high involvement shopping experience plays a key role, since it represents a valuable approach to change consumers’ attitudes and behaviors. By the way, while the relevance of experiential marketing is well recognized in the international literature, there is an evident lack of rigorous measurement with reference to their results. Our assumption is that if we adopt the perspective of experiential marketing and emotional brand management, which state that these marketing policies aim at improving the brand positioning, we should deeply look at the experience that consumers go through, and their attitudes towards the brand. This project aims at filling this gap between experiential marketing strategies and management, and the measurement of strategic performance. Measuring the performance of marketing policies aimed at improving the brand positioning, therefore, becomes important for driving their investments. Our research question is: What is the contribution of experiential marketing investments to brand positioning? In order to give answer to the research question, we realized a field experiment. In particular, since we are interested in specific marketing investments based on creating direct interactions and immersions in physical environments, we will focus on events and product tests in store. Indeed, they are recognized as very powerful instruments to involve consumers and to communicate firms’ ideas, concepts and values by immerging them in a particular environment which delivers those elements considered to be relevant (Schmitt, 1999). We analyze a retail chain of electronic product; some stores of the retail chain analyzed planned to improve their image, leaving the low-profile mass-market positioning to become the "luxury outlets for electronics". This goal is pursued through investments in the realization, according to the principles of experiential marketing, of an area devoted to the "domotic home where consumers would be immersed in the environment, touching, using and experiencing all the characteristics of the offer. Our study uses a two-group pretest/posttest quasi-experimental design, with the visit to the shop as experimental treatment. The positioning goals have been measured with three dependent variables: Attitude Toward Brand (Sengupta, Fitzimons, 2004 and Kirmani, Shiv, 1998), Brand Claim Recognition (Garretson and Burton, 2005), and Purchase Intention and in the pre-event survey includes a series of variables related to individuals: Need for Cognition Scale (Cacioppo, Petty and Keng Fao 1984), Interpersonal Influence Scale (Bearden, Netemeyer and Teel 1989), Fashion Leadership Scale (Goldsmith, Freiden and Kilsheimer 1993). The questionnaire we use on the post-event survey includes a series of variables concerning the emotional intensity of the event and product test, namely Richins Consumption Emotion Set (1997), the involvement toward the generated experience, measured with Unger and Kernan (1983) Involvement in the Activity Scale, along with the three dependent variables used in the pre-event questionnaire. This work aims at contributing to the marketing literature with regard to the following topics: the definition of a possible measurement of experiential marketing investments efficacy for brand positioning. The rigorous marketing methodology applied here is unusual for such stream of research, which traditionally adopts classical qualitative and widely applied tools. The link between experiential marketing and brand management, by pointing out the contribution of the experiential providers to brand positioning, is explored. The results of the experiment will be presented, as well as the managerial implications for those willing to adopt experiential marketing principles to differentiate their brand
Creating Consumption Experiences to Build Brand Image. Measuring Their Effects Through a Quasi Experiment
No full textExperiential marketing is nowadays considered one way to differ strategically from
competitors by undertaking actions, targeted to brand positioning, which are based on
creating new and holistic experiences. The experiential perspective suggests to firms many
different tools to perform successfully. Within these tools, experiential events have acquired
increasing importance since they represent a valuable approach to attract consumers and to
impact on brand perceptions through the involvement and the elicitation of emotions in
consumers. Practioners, often use events to support brand management strategy. Therefore,
the measurement of events performance in terms of their contribute to build brand image and
positioning becomes an important matter for firms that need to use them properly. The field
experiment conducted aims at evaluating events’ efficacy in terms of brand repositioning by
underlying their capability to arouse consumers’ emotion and to induce them to change their
brand perceptions
The role of experiential marketing in brand repositioning. A quasi-experiment in the spirit industry
No full textExperiential marketing is nowadays considered one way to differ strategically from
competitors by undertaking actions, targeted to brand positioning, which are based on
creating new and holistic experiences. The experiential perspective suggests to firms many
different tools to perform successfully. Within these tools, experiential events have acquired
increasing importance since they represent a valuable approach to attract consumers and to
impact on brand perceptions. Therefore, the measurement of events performance becomes an
important matter for firms that need to use them properly. The field experiment conducted
aims at evaluating events’ efficacy in terms of brand repositioning by underlying their
capability to arouse consumers’ emotion and to induce them to change their brand
perceptions
Industry-Retailing Cooperation on Experiential Marketing: A Case of Repositioning in the Spirits Industry
No full textExposure to High Mastery and Vicarious Control
No full textWe hypothesize and test in a series of experiments that observing masterful performances of
others at specific activities will increase one’s perceptions of self-efficacy at those same
activities. The exertion of control apparent in the masterful performance is vicariously
experienced by the observers, and raises their expectations on their own ability to perform the
same activity. This effect is moderated by the similarity between the observer and the
performer. Our results are counterintuitive because they contradict the predictions of social
comparison and contrast effect theories, which would predict that exposure to a masterful
performance reduces, rather than increases, one’s perceived ability to perform the same activity
How Much Do Experiential Events Contribute in Building Brand Image?
No full textThe usefulness of experiential marketing is generally recognized as referring to the brand positioning strategies. Towards this end, firms should apply many tools to perform successfully, by increasing consumers’ involvement and eliciting their emotions. This paper focuses on events and their performance in building brand image and positioning. The results of a quasi-experiment show events’ efficacy in terms of brand repositioning by underlying their capability to arouse consumers’ emotions and to induce them to change their brand perceptions
- …
