Cycle de vie d’un contexte expérientiel: une approche exploratoire du parcours artistique du tramway de Strasbourg

Claire Roederer () and Mickaelle Schwarzberg
Additional contact information
Claire Roederer: Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School

Post-Print from HAL

Abstract: The life cycle of an experiential context: an exploration of Strasbourg's tramway art circuit Based on an ethnomarketing protocol, this research explores how art along Strasbourg's tramway enriches com- muters/travellers' experiences. Results indicate a strong break in the perceptions of users between the establish- ment of the context and its current perception and identify a lifecycle of the experiential context with three stages – implementation, reaction, dilution. These stages suggest strategies to increase the context capacity to surprise and interest travellers.

Keywords: cultural consumption; consumption experience; experiential strategy; experiential marketing; consommation culturelle; expérience de consommation; stratégie expérientielle; marketing expérientiel (search for similar items in EconPapers)
Date: 2015-06-03
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Published in Décisions Marketing, 2015, 78, ⟨10.7193/DM.078.79.94⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:hal:journl:hal-02310413

DOI: 10.7193/DM.078.79.94

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().