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

Citation

Leighton, D and Lehman, KF, Over the waterfall in a barrel: Experiential marketing and the building of brand, Proceedings of the Academy of Marketing Conference, 5-7 April 2011, Oxford, pp. 76-78. ISBN 0-9549730-6-2 (2011) [Conference Extract]


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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.

Item Details

Item Type:Conference Extract
Keywords:experiential marketing, brand experience, brand identity, hedonism
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing Management (incl. Strategy and Customer Relations)
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:Lehman, KF (Dr Kim Lehman)
ID Code:70100
Year Published:2011
Deposited By:Management
Deposited On:2011-06-02
Last Modified:2014-03-17
Downloads:0

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