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Expériences de marque : comment favoriser l’immersion du consommateur ?

Author

Listed:
  • Antonella Carù

    (Bocconi University [Milan, Italy])

  • Bernard Cova

    (Cermes - Université Bocconi)

Abstract

Le marketing expérientiel conduit les gestionnaires de marque à faire vivre des brand experiences à leurs consommateurs. Contrairement à ce que les tenants de l'économie de l'expérience ont essayé de leur faire croire, ils ne peuvent pas créer et gérer l'expérience des consommateurs, mais ils peuvent construire des contextes expérientiels de marque dans lesquels le consommateur pourra s'immerger pour avoir accès à une expérience de marque. Pour réaliser cette immersion, il ne leur suffit pas de sur-stimuler les sens et l'imaginaire du consommateur par une mise en scène spectaculaire dans un contexte thématisé, enclavé et sécurisé ; il leur faut également faciliter l'immersion du consommateur dans le contexte expérientiel. Pour cela, ils doivent développer des dispositifs d'accompagnement, d'action collective et d'auto-détermination du consommateur.

Suggested Citation

  • Antonella Carù & Bernard Cova, 2006. "Expériences de marque : comment favoriser l’immersion du consommateur ?," Post-Print halshs-02915175, HAL.
  • Handle: RePEc:hal:journl:halshs-02915175
    DOI: 10.7193/DM.041.43.52
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