Content area
Abstract
Although the marketing literature on experiences dates back 25 years, there are still considerable gaps in our knowledge in this area. This is especially true concerning the area of experiential marketing (i.e., firm-driven experiences in which consumers participate). The purpose of this dissertation is to fill some of these gaps by examining the dimensions, characteristics, and logic of experiential marketing. In order to address these issues, this research utilized a qualitative study of 188 consumers and 18 producers across eleven different experiential contexts. The findings reveal three distinct dimensions of experiential marketing: (1) the marketing experience, (2) the experiential interface, and (3) the consumer experience. The findings also suggest a fourth dimension—the producer experience. Although it is possible to separate these dimensions conceptually, they are intimately intertwined and affect one another. The study also finds four main characteristics of experiential marketing: (1) liminality, (2) narrativity, (3) connectivity, and (4) multiplicity. Each of these characteristics manifests itself differently among the dimensions. Lastly, the study finds that the experiential marketing logic is based on symbolic resources, engaging transactions, and internalized value. This logic poses unique challenges for marketers that are not addressed by traditional marketing strategies.
