Abstract
Abstract The main objective of this study was to review the evolution and current concepts of experience marketing according to the main authors who were dedicated to the understanding of this field. The subject is part of the Marketing Science Institute Research Priorities, which points out the prevalence of studies for the marketing field. Although the subject is present in the national and international literature, there are few conceptual studies. Given the importance of the topic, this research proposes a form of understanding the phenomenon of experience marketing, exploring a conceptual approach based on the critical appreciation of concepts related to experience marketing adopting the dimensions proposed by Schmitt (1999, 2002, 2006, 2010) and the typology proposed by Lanier Junior and Rader (2015). The research considers that the level of explanatory capacity and the level of intentionality of an experiment may vary for each consumer in the same experiment. Experience marketing emerges as the new wave of contemporary marketing, and provides the most consumer loyalty and relationship, which are elements emphasized in this area of study.
Highlights
The interest in investigating the field of experience marketing arises from it being one of the current subjects of study in the area of marketing
The experiential view was incorporated into marketing in the 1980s, in order to advance the knowledge of consumer buying behavior, at a time when the emotional element was taken into account as dominant in the buying process (MORAL MORAL and FERNÁNDEZ ALLES, 2012)
Experiential marketing or experience marketing focuses on creating enjoyable experiences at the time of purchase, and at the time of consumption and after-consumption, resorting to the creation of emotions, feelings and thoughts aiming at the interaction between customers and goods or services
Summary
The interest in investigating the field of experience marketing arises from it being one of the current subjects of study in the area of marketing. “The main characteristic of Experience Marketing is to provide experiences in which individuals are encouraged to have some type of emotional stimulation and, convince them to purchase or lead to a good Brand Equity of the product/company that organizes or promotes a particular experience” 26) are based on the ideas Schmitt (2010) had already mentioned, which are “[...] the perceptions, feelings and thoughts that consumers have when they find the products and brands and engage in consumption activities - as well as the memory of such experiences” They emphasize the memory that the consumer keeps of their experiences (CERQUEIRA, LOPES and SILVA, 2019). The authors argue that nowadays, experience marketing has become “the new traditional marketing” (SMITH and HANOVER, 2016, p. 12)
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