Revisiting experiential marketing: a Delphi study

Andrew Davey (), Billy Sung () and Luke Butcher ()
Additional contact information
Andrew Davey: Curtin University
Billy Sung: Curtin University
Luke Butcher: Curtin University

Journal of Brand Management, 2024, vol. 31, issue 1, No 2, 16-37

Abstract: Abstract Experiential marketing (XM)—a form of marketing that uses branded experiences as a tool to influence consumers—has become one of the dominant tools within the marketing world. Despite this, it is poorly understood by both sides of the academic and practitioner dyad. What appears to be missing is a holistic conceptualisation of XM that explains not only its antecedent conditions and resulting outcomes but also the factors that may mediate and moderate those outcomes. This paper presents a Delphi study that seeks to provide such a conceptualisation. Across three phases, a panel of XM experts from academia and industry practice was recruited to establish a robust and holistic conceptualisation of XM as well as its success factors, consequences, psychological mechanisms, and boundary conditions. The current findings identify XM as a marketing strategy that uses the subjective, elaborative nature of experience to positively influence the salience of a brand in the mind of participants. The findings suggest that the ‘depth of immersion’ in the experience on three levels (experiential, brand, and conceptual) is an important underlying mechanism while the impact is moderated by the ability and motivation to become immersed.

Keywords: Experience; Experiential marketing; XM; Brand immersion (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41262-023-00333-w Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:31:y:2024:i:1:d:10.1057_s41262-023-00333-w

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-023-00333-w

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().