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Experiential Marketing: An Efficient Tool to Leverage Marketing Communication Impact on Consumer Behaviou

Author

Listed:
  • Camelia Kailani

    (Bucharest Academy of Economic Studies)

  • Narcisa Ciobotar

    (Bucharest Academy of Economic Studies)

Abstract

In a dynamic economic environment marked by rapid evolution of new technologies and communication, new challenges have appeared for marketers. Traditional marketing tools have partially lost their efficiency, therefore important changes are required, in order to reach and maintain an optimum level of consumer satisfaction. Experiential marketing, one of the relative new concept which reflects these changes, focuses on enhancing the consumer direct contact with a brand or product, sending the message to consumers by offering them a personal experience, rather than spreading it by non-personal mass-media channels. This paper aims to highlight the possibilities of increasing the impact of marketing communication on consumer behaviour, rethinking the marketing communication mix in terms of experiential marketing. As an explanatory study, it describes the influence of marketing communication tools, acting through the strategic experiential modules, on the motivation, perception, attitude, learning and effective consumer behaviour. The practical importance of this study lies on identifying which marketing communication tools could offer to consumers a valuable experience, so marketers to exert a more direct and powerful influence on consumer behaviour, creating and reinforcing a sustainable relationship between consumers and brand.

Suggested Citation

  • Camelia Kailani & Narcisa Ciobotar, 2015. "Experiential Marketing: An Efficient Tool to Leverage Marketing Communication Impact on Consumer Behaviou," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 281-287, July.
    • Handle: RePEc:aes:icmbdj:v:1:y:2015:i:1:p:281-287
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    References listed on IDEAS

    as
    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    experiential marketing; brand experience; marketing communication; consumer behavior.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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