Significance Of Experiential Marketing And How It Is A Retailer 's Brand Image

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A fragment of this preliminary appeal is the element of disclosure. At which this well-established platform of pop-up stores produces an emotive engagement and a valuable “sensory experience”. (Schmit, 1999) This paper will examine the significance of experiential marketing and how it can fortify a retailer’s brand image. Benefits and concerns of this revolution will be discussed. And how it captures both the hedonistic and utilitarian elements of experiential marketing as supported by Fishbein and Ajzen (1975). In addition to, supporting the demand side analysis the demographic profiles and perceptions of the benefits and impacts surrounding pop-up stores will be analysed. Moreover, the intentions why retailers are exposed towards supplying this retail format and the impacts of functioning them. Furthermore, to how pop-up stores are evolving into the literal world and how this “element of surprise” can revitalize the high streets. Therefore, this would build customer engagement and affect consumer’s long-term attitudes. (Kaydo, 2014) However, the key barrier is the lack of long-term investment. At which this could contradict the influence within the reduction in revenue and customer retention.

Pop-up stores are perceived as an experiential marketing retail tool. As Plimmer, G (2013) asserts this sector enhances a degree of interest to the UK high streets. In addition, provided by implementation of hedonic and utilitarian dimensions. Since 2003, the model of this…

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