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The power of experiences

Laursen, Annemette Tolstrup LU (2017) SKOM12 20171
Department of Strategic Communication
Abstract
Experiential marketing is a popular strategic communication endeavour, the goal of which is to create experiences that engage consumers and adds value to the brand. The consumers make sense of these experiences and thus their brand-relationship is affected. The purpose of the thesis is to gain deeper insights into how value is created on the basis of experiential marketing, and this is done through in-depth examination of Politiken’s Audience Award on CPH:DOX. Due to my professional involvement in the case, marketing action research is employed as a primary method. This created the opportunity to provide more holistic accounts and insights into the case and the work with experiential marketing. On the basis hereof, as well as qualitative... (More)
Experiential marketing is a popular strategic communication endeavour, the goal of which is to create experiences that engage consumers and adds value to the brand. The consumers make sense of these experiences and thus their brand-relationship is affected. The purpose of the thesis is to gain deeper insights into how value is created on the basis of experiential marketing, and this is done through in-depth examination of Politiken’s Audience Award on CPH:DOX. Due to my professional involvement in the case, marketing action research is employed as a primary method. This created the opportunity to provide more holistic accounts and insights into the case and the work with experiential marketing. On the basis hereof, as well as qualitative interviews with ten event-participants, the study offers insights into how the participants co-create value on the basis of the experience and as such defines the level of control the brand has. (Less)
Popular Abstract
In recent years consumers have become increasingly critical towards marketing messages. This has resulted in more alternative forms of marketing gaining ground, and particularly events have become a popular way for firms to create awareness and add value to brands.

When brands use events and other kinds of stylised experiences as a marketing tool, it can be done for a variety of reasons. More often than so it is grounded in an ambition to create a sense of relationship with customers and potential customers, and thereby lay the grounds for brand- loyalty. The Danish newspaper Politiken has a long history of using experiences strategically as marketing initiatives as a way of supporting their trademark “the living newspaper”. One of... (More)
In recent years consumers have become increasingly critical towards marketing messages. This has resulted in more alternative forms of marketing gaining ground, and particularly events have become a popular way for firms to create awareness and add value to brands.

When brands use events and other kinds of stylised experiences as a marketing tool, it can be done for a variety of reasons. More often than so it is grounded in an ambition to create a sense of relationship with customers and potential customers, and thereby lay the grounds for brand- loyalty. The Danish newspaper Politiken has a long history of using experiences strategically as marketing initiatives as a way of supporting their trademark “the living newspaper”. One of these experiential marketing initiatives is Politiken’s Audience Award on the Danish film festival CPH:DOX, which has been put under scrutiny in this study, with aim of examining how experiences influence consumer-brand relationships. The study provides a holistic account of the phenomenon, as both the participants’ evaluation of the event, based on interviews with ten event participants, and Politiken’s intentions were included in the study object. This due to my dual role as both marketing project manager at Politiken and academic researcher.

The study offers insights into how experiences influence the way event participants evaluate the brand and thereby also defines the level of control the firm has over the evaluations the experiences lead to. To be exact, it is found that events serve as platforms through which the firms can influence the participants’ experiences and evaluations. However, the way the participants make sense of the experiences and thereby their evaluation of the brand was found to be a direct result of their pre-existing brand evaluations and sense of relationship with the brand. Therefore the brand’s level of control in the context of events is limited to making suggestions or propositions of value. This was exemplified in the examined case, where Politiken uses the event and collaboration with CPH:DOX to emphasise its cultural profile. The way the participants make sense of this, and thereby the concrete effects of the event, is however beyond the control of the brand. (Less)
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author
Laursen, Annemette Tolstrup LU
supervisor
organization
alternative title
A study of how experiential marketing influences consumer-brand relationships
course
SKOM12 20171
year
type
H2 - Master's Degree (Two Years)
subject
keywords
experiential marketing, value co-creation, value proposition, relationship marketing, marketing action research
language
English
id
8929836
date added to LUP
2018-02-05 11:16:03
date last changed
2018-02-05 11:16:03
@misc{8929836,
  abstract     = {Experiential marketing is a popular strategic communication endeavour, the goal of which is to create experiences that engage consumers and adds value to the brand. The consumers make sense of these experiences and thus their brand-relationship is affected. The purpose of the thesis is to gain deeper insights into how value is created on the basis of experiential marketing, and this is done through in-depth examination of Politiken’s Audience Award on CPH:DOX. Due to my professional involvement in the case, marketing action research is employed as a primary method. This created the opportunity to provide more holistic accounts and insights into the case and the work with experiential marketing. On the basis hereof, as well as qualitative interviews with ten event-participants, the study offers insights into how the participants co-create value on the basis of the experience and as such defines the level of control the brand has.},
  author       = {Laursen, Annemette Tolstrup},
  keyword      = {experiential marketing,value co-creation,value proposition,relationship marketing,marketing action research},
  language     = {eng},
  note         = {Student Paper},
  title        = {The power of experiences},
  year         = {2017},
}