| Résumé : |
Commerce has existed for millennia in the form of selling a simple transaction whose goal is to produce at a lower cost, that is, commerce before the customer. Today, in the digital age, this simple definition of sales cannot be up-to-date and adopted. The customer becomes an essential element in the sales and attachment process (Oliver Duha, 2020). Today, for brands, it is necessary to create an attachment, to create an emotional connection between people and the brand, a real connection all through a unique experience. It is necessary to remember that attachment to a brand lead to an indispensable loyalty for the survival of the company. We candefine brand loyalty as "a deep commitment to repurchase or re-patronize a preferred product/service consistently in the future, thus resulting in repeated purchases of the same brand or set of brands, despite situational influences and marketing efforts that might cause switching behavior" (Oliver 1999). As a rule, consumers become attached to a multitude of brands, so companies must differentiate themselves so that trust in the brand, attachment to the brand, and brand loyalty become a separate entity and are the triggering element in the buying process.The creation of a unique experience is therefore essential to increase this sense of belonging and to change the consumer's attitude. This is where experiential marketing or engagement marketing comes in, which is a marketing strategy that directly engages customers and encourages them to participate in a brand experience (Bernd Schmitt 2013). One variation of experiential marketing is sensory/immersive marketing, which involves all marketing actions aimed at immersing the consumer in the brand universe and providing a total experience by using the five senses. Sensory marketing is a marketing approach that aims to evoke sensory reactions in consumers using stimuli such as smell, taste, sight, touch, and hearing, as explained in the article. (Aradhna Krishna 2012).Experiential marketing is increasingly being used in the cultural industry, such as museums, theaters, and cinemas. The goal is to understand how the cultural industry needs to diversify at present, attract more visitors, create engagement, and attachment to the services offered. The aim is to show the impact of marketing on visitor satisfaction and loyalty. One can note a significant improvement in visitors' intentions to return to the museum, for example, thanks to a unique experience and personalized visit experience (Jouny.E & Chapellier.P, 2018). |
Ajouter le résultat dans votre panier Faire une suggestion Affiner la rechercheWhat is the impact of experiential marketing on consumer behavior in the cultural and creative industry?
