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Over the waterfall in a barrel: Experiential marketing and the building of brand

Leighton, Debra and Lehman, Kim 2011, Over the waterfall in a barrel: Experiential marketing and the building of brand , in: The AM Brand, Corporate Identity and Reputation SIG, 5th - 7th April 2011.

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      Abstract

      Experiential marketing has evolved in response to a move away from a service economy to an economy that is shaped and defined by consumer experiences. As consumers seek ever more unique and memorable experiences, experiential marketing has become increasingly important in establishing and building brand identity in sectors as diverse as retail, events marketing and more recently the leisure and tourism sector. This paper aims to critically assess the validity of an experiential marketing approach in the formation and communication of brand identity. The analytical basis for the evaluation is a single case study involving the development of MONA, a hedonistic experience brand based in Australia. Keywords Experiential marketing; Brand experience; Brand identity; Hedonism

      Item Type: Conference or Workshop Item (Paper)
      Themes: Memory, Text and Place
      Schools: Colleges and Schools > College of Arts & Social Sciences > School of Arts & Media > Centre for Media, Art & Design Research and Engagement (MADRE)
      Colleges and Schools > College of Arts & Social Sciences > School of Arts & Media
      Journal or Publication Title: AMBRANDSIG Conference Proceedings
      Publisher: Kogan Page
      Refereed: No
      Depositing User: D Leighton
      Date Deposited: 12 Dec 2011 16:42
      Last Modified: 20 Aug 2013 18:18
      References: Brakus,J.J, Schmitt,B.H. and Zarantonello, L (2009)’Brand Experience: What is it? How do we Measure it? And does it Affect Loyalty? Journal of marketing 73(3) pp52-68 Colbert, F. (2007), Marketing culture and the arts (3rd ed.), HEC Montreal, Montreal. Coslovich, G. (2007), “The collector”, The Age, 14 April, Arts: 4. Holbrook, M.B and Hirschman E.C (1982) The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun Journal of Consumer Research 9 (Sept) 132-140 Leighton, D (2007) Step Back in Time and Live the Legend: Experiential Marketing and the Heritage Sector. International Journal of NonProfit and Voluntary Sector Marketing. Vol 12 pp117-125 MONA (2009), “Over the Waterfall in a Barrel: MONA”, promotion brochure/newspaper insert, November. MONA (2010) “MONA FOMA 2011 Program”, promotion brochure, December. O’Shaughnessy, J and O’Shaughnessy, N.J (2002) ‘Marketing, the Consumer Society and Hedonism’ in European Journal of Marketing Vol 36 no 5/6 pp524-547 ISSN: 0309-0566 Palmer, A (2008) ‘Customer Experience Management: a Critical Review of an Emerging Idea’ in Journal of Services Marketing Vol 24 issue 3 ISSN: 0887-6045 Pine, B.J II and Gilmore, J.H. (1999) ‘The Experience Economy: Work is Theatre and Every Business a Stage’. Cambridge, MA: Harvard Business School Press Rohatyn,D (1990) ‘the (mis)Information Society: An analysis of the role of In Technology and Society vol 10 no 2 pp77-85 Ruiz, C. (2010) A "Subversive Disneyland" at the End of the World. The Art Newspaper, Issue 215 (July/August): pp30–31. Schmitt, B (2000) Marketers Seeking Sense in Sensibility. Forget the Features, How Do Consumers Experience Your Product? That’s Central to the Idea of Experiential Marketing. The Financial Times. October 24th p12 Strickland, K. (2009), “Cutting Edge”, Life & Leisure: Luxury ‘09 (Australian Financial Review magazine), Issue 10, Oct –Dec, 36–38. Williams, A (2006) ‘Tourism and Hospitality marketing: Fantasy, Feeling and Fun’ in International Journal of Contemporary Hospitality Management Vol 18 no 6 pp482-495 ISSN: 0959-6119 The Sunday Times (20.2.11) Art at the End of the World. Zarantello, L and Schmitt, B.H (2010) ‘Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behaviour’ in Journal of Brand Management vol 17 no 1 pp532-540
      URI: http://usir.salford.ac.uk/id/eprint/19147

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