Experiential marketing and business competitiveness: a systematic review.

Miranda-Guerra M.P.; Samán-Chingay S.; Benzaquen-Hinope H.A.; Esparza-Huamanchumo R.M. · Revista Venezolana de Gerencia (2023) · DOI: 10.52080/rvgluz.28.e10.31

Resumen

The research presents a systematic review on experiential marketing and its relationship with business competitiveness. The study aims to determine the theoretical aspects of the dimensions of experiential marketing that are associated with business competitiveness, providing a better understanding of the experience lived by consumers, as a marketing tool; through emotions, and its relationship with the competitiveness of organizations, determining. The methodology used is the systematic review of research indexed in scientific journals, the inclusion criteria address the temporality of research 2015-2022. It is concluded that experiential marketing offers favorable experiences of impact to consumers, strengthening the relationship with the consumer through a differentiating effect, provided by the actions in the dimensions; sensations, feelings, thoughts, actions and relationships. The main finding reveals that the application of experiential marketing strategies has an indirect impact on business competitiveness using as mediating variables the correct use of resources, innovative marketing actions that result in consumer satisfaction and retention, and finally profitability.

Instituciones: Universidad San Ignacio de Loyola; Universidad Tecnológica del Perú; Universidad Privada del Norte