This thesis will discuss the two popular issues recently, which are brand identity and experiential marketing. In addition, raising a strategic experiential model to examine if the case brand FU could effectively convey their brand identity. The purpose of this study were: (1) Figure out the brand identity of case brand FU. (2) Examining the five experiential modules within the all aspects of communication vehicles (3) Whether Case brand could actively deliver brand identity in the communication process. The research method of this research was held by in-depth interview with unstructured questionnaire to explore the incentives and attitudes of interviewees. According to the research findings, four propositions were shown: (1) Each brand identity element would convey through specific communication vehicles. (2) Experiential module mixes will be different in the following of all varied of conveyance medias. (3) Sense experiential module is the corner stone of the five experiential marketing modules. (4) To build firmly long-term brand-customer relationship, all the marketing medias should be integrated to convey the consistent message to the consumers. Future research should examine further the role of experiential marketing. In addition, the approach way from the brand image, on the counter part of the brand identity, should be continued in future studies.

Currently, the experience economy, as a new form of economy is developing and following the service economy. The experiential marketing is the product of experience economy and it is increasingly used by more and more enterprises. A good way of carrying out experiential marketing improves consumers’ user experience when they do shopping. Nevertheless, there are some issues regarding the existing marketing strategy that need to be looked into.The purpose of this thesis is to try to find out Chinese consumers’ attitudes towards experiential marketing. IKEA, a Swedish furniture retailer, has a large number of stores in China and IKEA is widely known for its experiential marketing. It seems appropriate for a case study on the Chinese consumers’ attitudes toward experiential marketing.The case study method has been chosen for doing this research, and the research is conducted from a consumers’ perspective. This thesis first introduces the background of this kind of marketing strategy and explains the basic theory of it and then, analyzed according to IKEA’s actual situation of implementing experiential marketing. How IKEA applies experiential marketing mode and makes full use of its characteristics is studied, especially from Chinese consumers’ perspective. The analysis is based on Chinese consumers who belong to different age groups.

After the revolutionary progress of communication instruments and transportations, the whole world entered the new era called globalization. However, the trend of globalization had brought great impacts on each nation¡¦s society, politics and economics; as a result, each nation has faced the crisis of development. In order to reverse this situation, some scholars start to encourage every city to construct and develop city image and take the idea of marketing for another purpose: to popularize city image for raising the regional competitiveness In this paper, experiential marketing and experiential value will be used as the theoretical foundation for discussing its effects on the communication outcome of city image. Furthermore, this research will also include demographic variables in order to discuss whether or not demographic variables may have influence on citizens¡¦ vibration on city image, According to the research outcome, it reveals that experiential marketing and experiential value do have impacts on the communication outcome of city image; besides, it also reveals that demographic variables do explain citizen¡¦s different vibration on city image. At the end of this paper, on the basis of the research findings, this paper investigates the implications to the education system, aiming at providing references for the purpose of strategy formulation in the future.

The thesis argues that the distribution formats can be significant strategic communication and differentiation tools for luxury brand and that the intangible determinants within the space can provide balancing link between company trying to manage its brand expression and consumers search for the meaningful experiences. The dissertation uses a luxury retail setting, as the highest in distribution hierarchy to analyze these relations. This ensures a level of diversification from mass retail approach. In addition, this brings back to the store as source of value creation and experiences that one should expect from a luxury brand. The aim: To explore conceptually the nature of value creation and how the relationship gets between a retailer and customer translated and communicated by a means of store, also to identify the key determinants for the value creation within the formats while looking at which levels it brings to ability to co - create the experiential value with consumer. Method: The two primary methods used are: in-depth, semi-structured interview with professionals or key informants and field notes in ethnographic context with a sample of 52 international marketing students. The secondary data collection draws upon extensive, relevant and significant academic literature review including books, professional journals, online resources, etc. Findings: The work identified two value drivers: Symbolic Desire and Exclusive Excitement. Excitement and Desire were found to be the main emotions to trigger the consumer within the luxury setting and to translate a product into service or experience of a kind. Second, research identified the two experiential prospects of: Become and Belong. These show all the way the interaction builds and develops to immerse the customers in a branded world and experiences. As a result the thesis suggests two new approaches; Experiential Value Co-Creation and In - Store Typology. Such orientation offers an outline for adjusting the service and mapping the generic groups of luxury consumers. Moreover, in-store experiential typology offers four types of spaces and/or segments within the setting: Expertise, Exclusivize, Aspirational and Popularize.

Experiential purchases represent a unique, and exceedingly popular, type of marketing behavior. The current research looks to explore and empirically uncover the dimensions that form, and outputs the stem from, high quality experiential purchases through inductive, qualitative analysis ultimately leading to quantitative testing of an original empirical model. Three studies are presented. In Study 1, depth interviews are conducted and emerging themes are coded using an established grounded theory design. In Study 2, a critical incident survey, constructed from the insight uncovered in Study 1, is administered, analyzed and coded. Finally, in Study 3, an empirical model of experiential purchase quality (EPQ), driven by Study 1 and 2, is assembled and hypotheses, guided by self-enhancement theory are constructed. The model is then tested across three different experiential time horizons. In addition, a multi-group analysis is performed in order to examine differences in structural relationships across the time horizons. This research offers insight into the value sources of experiential purchase quality and the outcomes that stem from these unique types of purchases. Dimensions of experiential purchase quality are identified and empirically examined. It is also determined that while social congruence with others adds to experiential quality in longer experiences, it is not a significant dimension of experiential quality in shorter experiences. The impact of servicescape quality on experiential purchase quality is at its highest in two-to-three day experiences, suggesting that high quality servicescape management may have limited returns for longer experiences. In terms of experiential outputs, self-attachment in high-quality experiential purchases drives the behavior stemming from these purchases. One of the most enlightening findings revealed through this research is the strong relationship between experiential purchase quality and nostalgic memories of the experience, and how that nostalgia drives behaviors beneficial to the experiential firm. Finally, fantasizing about the experience in the future is seen as a complex construct that drives positive outcomes for the firm, but is itself negatively impacted by experiential purchase quality. Managers of experiential firms may be able to operationalize this self-attachment through promotional efforts directed at customer engagement and by focusing on the customer’s nostalgia toward the experience.

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Inledning Under många år har det varit svårt för fotbollsklubbarna i allsvenskan att locka publik till sina matcher och de senaste 10 åren har det dessutom byggts nya arenor med större publikkapacitet. För att attrahera fler åskådare till fotbollsmatcherna är marknadsföring en viktig del där problematiken ligger i att det är flera delar som behöver samordnas. Syfte Syftet med studien har varit att kartlägga och beskriva hur fotbollsklubbarna arbetar med olika marknadsföringsstrategier för att locka mer publik till matcherna. Studien grundas på de lag som spelar på fotbollsarenor som byggts eller renoverats de senaste tio åren. Metod Genom relevanta vägval har studiens frågeställning kunnat besvaras. Det genom insamling av material i form av teoretiskt material från litteraturen och genom intervjuer. Studien har utgått från en hermeneutisk forskningsprocess för att tolka det insamlade materialet. Slutsats Fotbollsklubbarna i studien använder sig på något sätt av alla de marknadsföringsstrategier som har presenterats. Det behövs dock läggas mer arbete på att få en bättre balans mellan dem för att kunna skapa en framgångsrik marknadsföring. Lyckas de få en liten höjning av publikantalet kan det i slutändan hjälpa då folk lockar folk.

The relationships between service quality, consumer satisfaction, and loyalty have been widely discussed in the service marketing literature, but there is still an ongoing debate about these relationships because they have not been well studied in spectator sport industry (Theodorakis & Alexandris, 2008). Schmitt (2011) claimed that consumer experiential could be a new perspective for evaluating the nature of these relationships. However, experience marketing has some special and unique attributes requiring specific definitions in specific research contexts. Thus, the current research attempts to (1) identify what kinds of experiences are found in Taiwanese professional baseball games; (2) test models of relationships between consumer experience, service quality, satisfaction and loyalty taking into account the unique aspects of the specific context of Taiwanese professional baseball games; and (3) test the role of consumer experience on the relationships between perceived service quality, satisfaction and loyalty. In order to achieve the research aims, the current research adopted a mixed method approach using both qualitative and quantitative methods. Four focus groups, representing the qualitative stage, were conducted to acquire a better understanding of consumer experience types and characteristics in Taiwanese professional baseball games. The main findings of the focus groups are that (1) ordinary experiences include the game itself while additional events and activities characterise extraordinary experiences. However, (2) when games involve a special performance and record or modifies a ranking position, they can be seen as extraordinary experiences as well. Moreover, ordinary experience and extraordinary experiences also depend on clubs, game days, and stadiums. A questionnaire survey, representing the quantitative stage, was used to investigate the relationships between consume experience, service quality, consumer satisfaction and loyalty. The sampling strategy was designed based on the specific research context features (i.e., different clubs, dates and stadia), and 1,229 questionnaires were collected. A confirmatory factor analysis was conducted in order to test the measurement model and compare theoretical models according to specific research context features. The main findings were that: (1) the degree of association between consumer experience and service quality is significant, (2) both direct and indirect relationships of consumer experience on consumer satisfaction and loyalty are significant, (3) only an indirect influence, via consumer satisfaction, of service quality on consumer loyalty is significant, (4) the differences of relationships are significant between clubs, but not significant between dates and stadia. The current research concluded that (1) consumer experience is an important dimension to take into consideration to better understand the formation of consumer loyalty, (2) there is a two-way relationship between service quality and consumer experience, (3) Intangible experience elements are captured by consumer experience while tangible experience elements are captured by service quality, (4) Extraordinary experiences in sport spectating events are highly dependent on situational factors, (5) specific research contexts features are important to take into consideration when conducting consumer experience research.

Title: Airlines experiential marketing: gaining and retaining customers Research Question: How do airlines use the experiential marketing to gain and retain consumers? Supervisor: Venilton Reinert Course: Strategic Marketing with Independent Project Keywords: Airlines, experiential marketing, experience, loyalty, sense, emotions, feelings Purpose: The aim of this research is to understand how airlines’ users can be acquired and kept thanks to experiential marketing. This study allows analysing the news consumers’ expectations and how companies adapt their strategies to meet customers’ needs thanks to experiential marketing. All airlines mentioned in this study are European. Methodology: A qualitative research has been used for this paper. The authors of the thesis proceed choosing five European airlines: British Airways, Air France, KLM Royal Dutch Airlines, Easy Jet and Scandinavian Airlines System. The case studies have been used to describe, thanks to a number of Internet tools, how companies use the experience and feelings in marketing to urge consumers to purchase and be loyal. Then, authors used Schmitt theory to collect data. Finally, a number of frameworks have been used to analyse data. Conclusion: Airlines want to carry the customer to think and act through the experience. A successful experiential marketing occurs when the customer behaves thanks to his emotions. So, airlines’ marketers create competition, challenge, and game to remind customers. The interaction with public and internet users is necessary used in each experiential marketing event by airlines to promote the event and permeated to the customer share its experience, meet people and identify him in a group. If customers experience unique and perfectly experiential event, they will remember the service, and consequently the brand in the long-term as remarkable. In this way, the brand gain or retain customers.

The concept of ‘brand experience’ has evolved as an essential area of study within the brand management and marketing discipline. Despite the importance of (and the attention paid to) this concept in recent years, the theory of brand experience has remained unclear and there is a less of theoretical support. In addition to this, several scholars content that there is a connection between brand experience and loyalty. This study aims to address the gap in the literature and provide a better understanding of the concept of ‘brand experience’ together with its consequences, with particular regard to consumer loyalty. The objective of this study is to investigate the relationship between brand experience and consumer loyalty in the luxury cosmetic brand industry (Thailand). This empirical study proceeds with a systematic review of the existing literature, leading to the development of a theoretical framework. The research adopts a mixed method (quantitative and qualitative) approach, use of a quantitative survey to collect data, validated and enhanced qualitatively by personal interviews. The questionnaires were completed by Thai customers who frequent the luxury cosmetic brand counters in three particular stores in Bangkok. The data analysis uses descriptive statistics, exploratory factor analysis, confirmatory factor analysis and linear/multiple regression analysis for hypotheses testing. The personal interviews use a purposive sampling technique. The results of this study demonstrate that sensory experience, affective experience, behavioural experience, intellectual experience and social experience form the dimensions of luxury cosmetic brand experience. In addition to this, there is a positive direct relationship between luxury cosmetic brand experience and consumer loyalty. In addition, luxury cosmetic brand experience has a positive indirect relationship with consumer loyalty through brand personality, brand trust and consumer satisfaction; albeit, brand trust is the most significant of these. A key contribution of the present study is the conceptual model the study offers that explains the phenomenon of luxury cosmetic brand experience and its consequences. This study contributes further knowledge to the marketing literature, brand management literature and, also, consumer behaviour literature (particularly in the luxury cosmetic brand sectors in Thailand and other Asian countries) and suggests directions for future research. Finally, the present study will facilitate luxury cosmetic brand managers’ endeavours to identify both the experiential needs of their customers and the marketing strategy necessary to achieve consumer loyalty.