Marketing experiencial en el valor de marca: Revisión sistemática
Palabras clave:
Marketing experiencial, módulos experienciales estratégicos, valor experiencial, Valor de marca, Expros
Resumen
En la actualidad la exigencia de los clientes no solo está enfocada en el producto y sus cualidades, sino en todas aquellas experiencias que los hagan sentirse identificados y les permitan crear un vínculo emocional con las marcas; es por ello, el marketing experiencial está siendo abordado con mayor prioridad por las organizaciones. El estudio buscó analizar, por medio de la revisión sistemática, los aportes o contribuciones que ha generado el marketing experiencial al brand equity en artículos registrados en la literatura en los años 2010 y 2021. La revisión sistemática fue realizada aplicando el método PRISMA iniciando con la búsqueda de artículos científicos en bases de datos como Scopus, Web of Science y Ebsco Host, seleccionando así, con los criterios del método, 59 artículos científicos que se analizaron mediante una matriz de registro. Los resultados muestran que son las sensaciones y los sentimientos los elementos que contribuyen con mayor prioridad a generar valor pwara los clientes creando un vínculo emocional con las marcas a la vez que las marcas ven incrementado su valor. Con ello, puede concluirse que existe una consistente relación entre el marketing experiencial en el brand equity, por lo que se facilita el conocimiento y crea una experiencia y una conexión emocional con los clientes es fundamental para aumentar el conocimiento de la marca, la calidad percibida y la lealtad a la marca.
Citas
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Carissa, A., Natalia, J., Lasini, M. y Gunadi, W. (2020). Understanding the role of sensory, emotional, social and memorable experiences in behavioural intention of Indonesia’s music concert industry. International Journal of Scientific and Technology Research, 9(1), 370-381.
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Granitz, N., y Forman, H. (2015). Building self-brand connections: Exploring brand stories through a transmedia perspective. Journal of Brand Management, 22(1), 38–59. https://doi.org/10.1057/bm.2015.1.
Grundey, D. (2008). Experiential marketing vs. traditional marketing: Creating rational and emotional liaisons with consumers. The Romanian Economic Journal, 29(3), 133-151.
Hart, A., Kerrigan, F. y Vom Lehn, D. (2016). Experiencing film: Subjective personal introspection and popular film consumption. International Journal of Research in Marketing, 33(2), 375–391. 10.1016/j.ijresmar.2015.08.00.
Holbrook, B. y Hirschman, E. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132-140.
Iaia, L., Maizza, A., Fait, M. y Scorrano, P. (2016). Origin based agro-food products: how to communicate their experiential value online? British Food Journal, 118(8), 1845–1856. http://dx.doi.org/10.1108/BFJ-05-2016-0202.
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Beig, F. A., & Nika, F. A. (2019). Brand Experience and Brand Equity. Vision, 23(4), 410–417. https://doi.org/10.1177/0972262919860963
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Carissa, A., Natalia, J., Lasini, M. y Gunadi, W. (2020). Understanding the role of sensory, emotional, social and memorable experiences in behavioural intention of Indonesia’s music concert industry. International Journal of Scientific and Technology Research, 9(1), 370-381.
Castañeda García, J. A., Del Valle Galindo, A., & Martínez Suárez, R. (2018). The effect of online and offline experiential marketing on brand equity in the hotel sector. Spanish Journal of Marketing. ESIC, 22, 22–41.
Chanavat, N. y Bodet, G. (2014). Experiential marketing in sport spectatorship services: a customer perspective. European Sport Management Quarterly, 14, 323–344.
Chang, W. (2020). Experiential marketing, brand image and brand loyalty: a case study of Starbucks. British Food Journal, ahead-of-print(ahead-of-print). https://doi.org/10.1108/BFJ-01-2020-0014
Chen, H., y Mathews, S. (2017). Experiential brand deployment: Improving tourism brand evaluations. Journal of Hospitality and Tourism Research, 41(5), 539-559. 10.1177/1096348014550866
Cherng G. Ding, Timmy H. Tseng, (2015) “On the relationships among brand experience, hedonic emotions, and brand equity”, European Journal of Marketing, 49(7/8), 994-1015. https:// doi.org/10.1108/EJM-04-2013-0200
Choia, H., Seo, M., y You, Y. (2019). The effect of experiential activities on consumption emotion, brand attitude and store loyalty in premium study centres. International Journal of Innovation, Creativity and Change, 9(3), 206-217.
Cleff, T., I Chun Lin, y Walter, N. (2014). Can You Feel It? - The Effect of Brand Experience on Brand equity. IUP Journal of Brand Management, 11(2), 7–27.
D’souza, L. y Desai, V. (2020). Jungle Book - Fantasy, Feeling and Fun: Experiential Marketing in Ecotourism. IUP Journal of Business Strategy, 17(3), 46–68.
De Villiers, M. V., Chinomona, R., & Chuchu, T. (2018). The influence of store environment on brand attitude, brand experience and purchase intention. South African Journal of Business Management, 49(1), a186. https://doi.org/10.4102/sajbm.v49i1.186.
Ding, C. y Tseng, T. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49(7/8), 994–1015. https://doi.org/10.1108/EJM-04-2013-0200.
Dioko, L. y So, S. (2012). Branding destinations versus branding hotels in a gaming destination—Examining the nature and significance of co-branding effects in the case study of Macao. International Journal of Hospitality Management, 31(2), 554–563. https://doi.org/10.1016/j.ijhm.2011.07.015.
Dobni, D. and Zinkhan, G.M. (1990) In Search of Brand Image: A Foundation Analysis. Advances in Consumer Research, 17, 110-119.
Galmés Cerezo, M. (2015). Comunicación y marketing experiencial: aproximación al estado de la cuestión. Opción, 31. https://produccioncientificaluz.org/index.php/opcion/article/view/20160
García, J., Galindo, A. y Suárez, R. (2018). The effect of online and offline experiential marketing on brand equity in the hotel sector. El efecto del marketing experiencial en el capital de marca. Spanish Journal of Marketing - ESIC, 22(1) 22-41. https://doi.org/10.1108/SJME-03-2018-003.
García. F. (2017). Revisión sistemática de literatura para artículos. Universidad de Salamanca.
Granitz, N., y Forman, H. (2015). Building self-brand connections: Exploring brand stories through a transmedia perspective. Journal of Brand Management, 22(1), 38–59. https://doi.org/10.1057/bm.2015.1.
Grundey, D. (2008). Experiential marketing vs. traditional marketing: Creating rational and emotional liaisons with consumers. The Romanian Economic Journal, 29(3), 133-151.
Hart, A., Kerrigan, F. y Vom Lehn, D. (2016). Experiencing film: Subjective personal introspection and popular film consumption. International Journal of Research in Marketing, 33(2), 375–391. 10.1016/j.ijresmar.2015.08.00.
Holbrook, B. y Hirschman, E. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132-140.
Iaia, L., Maizza, A., Fait, M. y Scorrano, P. (2016). Origin based agro-food products: how to communicate their experiential value online? British Food Journal, 118(8), 1845–1856. http://dx.doi.org/10.1108/BFJ-05-2016-0202.
Ihtiyar, A., Barut, M., and Ihtiyar, H.G. (2019). Experiential marketing, social judgements, and customer shopping experience in emerging markets. Asia Pacific Journal of Marketing and Logistics, 31(2), 499-515. https://doi.org/10.1108/APJML-02-2018-0081
Izogo, E. E. y Jayawardhena, C. (2018). Online shopping experience in an emerging e-retailing market: Towards a conceptual model. Journal of Consumer Behaviour, 17(4), 379–392. https://doi.org/10.1002/cb.1715.
Jeon, H. M., Yoo, S. R. y Kim, S. H. (2020). The Relationships among Experience, Delight, and Recollection for Revisit Intention in Chocolate Exposition. Sustainability, 12(20), 8644. 10.3390/su12208644.
Keller, K. (1993). Conceptualizar, medir y gestionar el valor de marca basado en el cliente. Journal of Marketing, 57, 1-22. https://doi.org/10.1177/002224299305700101
Koivisto, E. y Mattila, P. (2018). International fashion trade shows as platforms for experiential branding. Journal of Global Fashion Marketing, 9(2), 161–178. https://doi.org/10.1080/20932685.2018.1435295
Kotler, P., & Keller, K. (2012). Dirección de marketing. (14.a ed.). Pearson Educación.
Kumar, V. y Kaushik, A. K. (2018). Building consumer–brand relationships through brand experience and brand identification. Journal of Strategic Marketing, 1–21. https://doi.org/10.1080/0965254X.2018.1482945.
La Cuadra, M.., Vila-Lopez, N. y Hernandez-Fernández, A. (2020), Could gamification improve visitors’ engagement? International Journal of Tourism Cities, 6(2), 317-334. https://doi.org/10.1108/IJTC-07-2019-0100.
Levy, S. y Gendel Guterman, H. (2020). Twofold impact of experiential marketing: manufacturer brand and hosting retailer. EuroMed Journal of Business. https://doi:10.1108/emjb-03-2020-0028
Liberati, A., Altman, D, Tetzlaff, J., Mulrow, C., Ioannidis, J. P. a, Clarke, M., … Moher, D. (2009). Annals of internal medicine academia and clinic The PRISMA statement for reporting systematic reviews and meta-analyses of studies that evaluate health care interventions. Annals of Internal Medicine, 151(4), W65–W94. https://doi.org/10.1371/journal.pmed.1000100
Lu, C. (2017). Interactive effects of environmental experience and innovative cognitive style on student creativity in product design. International Journal of Technology & Design Education, 27(2), 577–594. https://doi:10.1007/s10798-016-9368-x
Milman, A., & Oren, G. (2018). In praise of hospitality: the role extended by religious hosts as drivers of satisfaction and loyalty. International Journal of Culture, Tourism and Hospitality Research. https://doi:10.1108/ijcthr-04-2018-0049
Moreira, A. C., Fortes, N., & Santiago, R. (2017). Influence of sensory stimuli on brand experience, brand equity and purchase intention. Journal of Business Economics and Management, 18(1), 68-83. https://doi:10.3846/16111699.2016.1252793
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Publicado
2023-01-02
Cómo citar
Zavaleta Salazar, M. C., Cavero Gómez, M. D., Garagatti Montufar, K. G., & Venegas Rodriguez, , P. B. (2023). Marketing experiencial en el valor de marca: Revisión sistemática . Revista Venezolana De Gerencia, 28(101), 334-351. https://doi.org/10.52080/rvgluz.28.101.21
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