THE PERCEPTION OF YOUNG ROMANIANS ON EXPERIENTIAL MARKETING
Today’s consumers have built around themselves a protective shield against the hundreds of ads they are being bombarded with each day. In this sense, the companies have chosen to direct their focus towards unconventional advertising, particularly towards providing the consumer with a direct relation...
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| Format: | Article |
| Language: | English |
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Universitaria Press Craiova
2013-11-01
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| Series: | Management & Marketing |
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| Online Access: | http://www.mnmk.ro/documents/PDF_MNMK_2_2013/10-10-2-13.pdf |
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| _version_ | 1849315617431093248 |
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| author | Corina Paula TARŢA |
| author_facet | Corina Paula TARŢA |
| author_sort | Corina Paula TARŢA |
| collection | DOAJ |
| description | Today’s consumers have built around themselves a protective shield against the hundreds of ads they are being bombarded with each day. In this sense, the companies have chosen to direct their focus towards unconventional advertising, particularly towards providing the consumer with a direct relationship with the product. Experiential marketing is the business philosophy which represents the basis for bringing the consumer together with the product; it is a method to which the individuals cannot remain indifferent, as it implies their involvement in the actual action. The purpose of this research has been identifying the perceptions of young Romanians on experiential marketing campaigns used abroad, and determining the degree to which these campaigns would influence their decisions to buy and if it would change their perception of the brand. The advantage of using this method is that it offers the consumer a long-lasting image and it creates a holistic experience which integrates sensory, affective, cognitive, behavioral and social experiences. |
| format | Article |
| id | doaj-art-a6430893a5f249cfac3baa1d9d67618a |
| institution | Kabale University |
| issn | 1841-2416 1841-2416 |
| language | English |
| publishDate | 2013-11-01 |
| publisher | Universitaria Press Craiova |
| record_format | Article |
| series | Management & Marketing |
| spelling | doaj-art-a6430893a5f249cfac3baa1d9d67618a2025-08-20T03:52:06ZengUniversitaria Press CraiovaManagement & Marketing1841-24161841-24162013-11-01XI2311321THE PERCEPTION OF YOUNG ROMANIANS ON EXPERIENTIAL MARKETINGCorina Paula TARŢA0Babeş-Bolyai University,Cluj-Napoca, RomaniaToday’s consumers have built around themselves a protective shield against the hundreds of ads they are being bombarded with each day. In this sense, the companies have chosen to direct their focus towards unconventional advertising, particularly towards providing the consumer with a direct relationship with the product. Experiential marketing is the business philosophy which represents the basis for bringing the consumer together with the product; it is a method to which the individuals cannot remain indifferent, as it implies their involvement in the actual action. The purpose of this research has been identifying the perceptions of young Romanians on experiential marketing campaigns used abroad, and determining the degree to which these campaigns would influence their decisions to buy and if it would change their perception of the brand. The advantage of using this method is that it offers the consumer a long-lasting image and it creates a holistic experience which integrates sensory, affective, cognitive, behavioral and social experiences.http://www.mnmk.ro/documents/PDF_MNMK_2_2013/10-10-2-13.pdfconsumerproduct differentiationexperiential marketingdirect relationshipholistic experience |
| spellingShingle | Corina Paula TARŢA THE PERCEPTION OF YOUNG ROMANIANS ON EXPERIENTIAL MARKETING Management & Marketing consumer product differentiation experiential marketing direct relationship holistic experience |
| title | THE PERCEPTION OF YOUNG ROMANIANS ON EXPERIENTIAL MARKETING |
| title_full | THE PERCEPTION OF YOUNG ROMANIANS ON EXPERIENTIAL MARKETING |
| title_fullStr | THE PERCEPTION OF YOUNG ROMANIANS ON EXPERIENTIAL MARKETING |
| title_full_unstemmed | THE PERCEPTION OF YOUNG ROMANIANS ON EXPERIENTIAL MARKETING |
| title_short | THE PERCEPTION OF YOUNG ROMANIANS ON EXPERIENTIAL MARKETING |
| title_sort | perception of young romanians on experiential marketing |
| topic | consumer product differentiation experiential marketing direct relationship holistic experience |
| url | http://www.mnmk.ro/documents/PDF_MNMK_2_2013/10-10-2-13.pdf |
| work_keys_str_mv | AT corinapaulatarta theperceptionofyoungromaniansonexperientialmarketing AT corinapaulatarta perceptionofyoungromaniansonexperientialmarketing |