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The Perception Of Young Romanians On Experiential Marketing

Author

Listed:
  • Corina Paula TARTA

    (Babes-Bolyai University,Cluj-Napoca)

Abstract

Today’s consumers have built around themselves a protective shield against the hundreds of ads they are being bombarded with each day. In this sense, the companies have chosen to direct their focus towards unconventional advertising, particularly towards providing the consumer with a direct relationship with the product. Experiential marketing is the business philosophy which represents the basis for bringing the consumer together with the product; it is a method to which the individuals cannot remain indifferent, as it implies their involvement in the actual action. The purpose of this research has been identifying the perceptions of young Romanians on experiential marketing campaigns used abroad, and determining the degree to which these campaigns would influence their decisions to buy and if it would change their perception of the brand. The advantage of using this method is that it offers the consumer a long-lasting image and it creates a holistic experience which integrates sensory, affective, cognitive, behavioral and social experiences.

Suggested Citation

  • Corina Paula TARTA, 2013. "The Perception Of Young Romanians On Experiential Marketing," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 311-321, November.
    • Handle: RePEc:aio:manmar:v:xi:y:2013:i:2:p:311-321
    as

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    References listed on IDEAS

    as
    1. Colin Shaw & John Ivens, 2002. "Building Great Customer Experiences," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-55471-9, December.
    2. Holt, Douglas B, 1995. "How Consumers Consume: A Typology of Consumption Practices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 1-16, June.
    3. L. Zarantonello & B.H. Schmitt, 2010. "Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior," Post-Print hal-00799093, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    consumer; product differentiation; experiential marketing; direct relationship; holistic experience;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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