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Published in:
2012 | OriginalPaper | Chapter
Cultural Reflection of Experiential Marketing at the Underwear Stores
Author : Aiqing Tang
Published in: Soft Computing in Information Communication Technology
Publisher: Springer Berlin Heidelberg
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Experience elevates emotions and values that are conveyed to consumers by brand culture. With the enhancement of underwear branding in this brand era, it is crucial for an enterprise to enable its consumers to experience the brand culture and understand the brand connotations. This thesis emphasizes the importance of the new experiential marketing mode in the revealment of brand value and the embodiment of consumable brand culture by discussing the applications of experiential marketing at the underwear stores.