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Experiential, Entertainment, and Aesthetics Marketing in Cultural Brand Positioning: an Empirical Study in Aguascalientes, Mexico

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Listed:
  • David Salvador Garcia Gonzalez
  • Gonzalo Maldonado Guzmán
  • Luis Enrique Valdez Juárez
  • María del Carmen Martínez Serna

Abstract

Experiential marketing, entertainment marketing, and aesthetic marketing are topics of wide interest in the social, economic, and business sciences. The literature shows that experiential, entertainment, and aesthetic marketing are related to different disciplines, in addition, theoretical and empirical studies have shown their importance in various sectors. There is a broad consensus in the scientific, academic, and professional community on the importance of applying these three versions of marketing in different commercial sectors, especially in those that contribute to the economic and social development of countries. However, most existing studies have neglected the cultural sector, an important sector for social and economic development. Therefore, the objective of this research is to analyze, empirically, the influence of experiential, entertainment, and aesthetic marketing on the positioning of a cultural brand in Aguascalientes, Mexico, a prone place to the study of the cultural sector. This study used a sample of 427 people, the data analysis was through of Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that experiential, entertainment, and aesthetic marketing have a positive and significative influence on cultural brand positioning. Â JEL classification numbers: M21, M30, M31.

Suggested Citation

  • David Salvador Garcia Gonzalez & Gonzalo Maldonado Guzmán & Luis Enrique Valdez Juárez & María del Carmen Martínez Serna, 2022. "Experiential, Entertainment, and Aesthetics Marketing in Cultural Brand Positioning: an Empirical Study in Aguascalientes, Mexico," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 12(6), pages 1-3.
    • Handle: RePEc:spt:admaec:v:12:y:2022:i:6:f:12_6_3
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    References listed on IDEAS

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    1. L. Zarantonello & B.H. Schmitt, 2010. "Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior," Post-Print hal-00799093, HAL.
    2. Yie-Fang Kao & Li-Shia Huang & Ming-Hsien Yang, 2007. "Effects of experiential elements on experiential satisfaction and loyalty intentions: a case study of the super basketball league in Taiwan," International Journal of Revenue Management, Inderscience Enterprises Ltd, vol. 1(1), pages 79-96.
    3. Necmi K. Avkiran & Christian M. Ringle (ed.), 2018. "Partial Least Squares Structural Equation Modeling," International Series in Operations Research and Management Science, Springer, number 978-3-319-71691-6, September.
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    More about this item

    Keywords

    Experiential; entertainment; and aesthetic marketing.;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • 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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