1,720,966 research outputs found
Guilt decreasing marketing communication: an unexplored appeal
No full textThe phenomenon of guilt is relevant to a variety of consumption situations and practitioners around the world have continued to use it as a communication appeal. Marketing literature demonstrated that guilt as a distinct emotion can be aroused by advertising. Nevertheless, the capacity of advertising to decrease guilt was neglected by marketing scholars and the aim of this research is to assess the role of the guilt decreasing appeal in reducing anticipated guilt. Findings demonstrate the efficacy of the decreasing guilt appeal in advertising and they showed that it does not compromise the hedonic component of a guilty pleasure
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
Industry-Retailing Cooperation on Experiential Marketing: A Case of Repositioning in the Spirits Industry
No full textCreating 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
You designed that yourself for me? Vicarious pride in customized gift exchange
No full textIn four studies, we found that receiving a customized gift leads recipients to appreciate the gift more highly because of vicarious feelings of pride. This vicarious pride is the same feeling that the customizer experiences after having self-customized a product. In the first two experiments with real-life pairs of friends, vicarious pride was documented among recipients of customized gifts. The findings show that the relationship between customization and gift appreciation is mediated by vicarious pride. Study 3 and Study 4 replicate the results of the first series of experiments, and reveal the role of vicarious pride in enhancing state self-esteem and, in turn, gift appreciation. Study 4 also tests the effect of a relational variable (i.e., relationship anxiety) on this relationship. Specifically, relationship anxiety affects vicarious pride, and then consequently state self-esteem and gift appreciation, which are only enhanced by customization when the relationship is not anxious. As a practical implication, this research emphasizes the importance of communicating gift customization to gift recipients to enhance their gift experience and appreciation
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
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
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
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