Experiential marketing in brand value: Systematic review

Zavaleta Salazar M.C.; Cavero Gómez M.D.; Garagatti Montufar K.G.; Venegas Rodriguez P.B. · Revista Venezolana de Gerencia (2023) · DOI: 10.52080/rvgluz.28.101.21

Resumen

Currently, customer demand is not only focused on the product and its qualities, but also on all those experiences that make them feel identified and allow them to create an emotional bond with the brands; That is why experiential marketing is being addressed with higher priority by organizations. The study sought to analyze, through a literature review, experiential marketing, and its impact on brand value, delving into five strategic experiential modules proposed by Schmitt (1999). The literature review was carried out by applying the PRISMA method, which consisted of searching for articles in Scopus, Web of Science and Ebsco Host databases, thus selecting, with the criteria of the method, 59 scientific articles that were analyzed through a matrix of Registration. The results obtained indicate that (a) sensations and (b) feelings are the most relevant strategic experiential modules, because products and/or services, as well as online and offline channels, tend to present greater sensory stimuli that generate experiences and record valuable emotions in customers. With this, it can be concluded that there is a consistent relationship between experiential marketing in brand equity, so it facilitates knowledge and creates an experience and an emotional connection with customers is essential to increase brand awareness, perceived quality and brand loyalty.

Instituciones: Universidad Continental