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Emotion in a 360-Degree vs. Traditional Format Through EDA, EEG and Facial Expressions Read chapter Read first chapter

2018 | OriginalPaper | Chapter

Increasing Brand Experiences and Word of Mouth in Experiential Retailing - A Cross-Cultural Perspective

Authors : Isabelle Köhler, Franz-Rudolf Esch

Published in: Advances in Advertising Research IX

Publisher: Springer Fachmedien Wiesbaden

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Brands increasingly make use of innovative experiential retail formats in order to provide unique and memorable brand experiences (Dolbec and Chebat, 2013; Kim et al., 2010; Pine and Gilmore, 1998). BMW, Chanel, Hermès, Lacoste, Mont Blanc, and Porsche, for example, launched temporal brand pop-up stores in different cities around the globe. Particularly, luxury brands follow the trend of experiential store concepts to create brand experience and WOM for their brands, in the Western and the fast growing Eastern market (Ko, Phau, and Aiello, 2016).

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previous chapter “For Risks and Side Effects, Ask Your Doctor or Pharmacist.” Cross-Cultural Consumer Responses to Pharmaceutical Advertising Regulation – Evidence from Brazil, Germany and the US
next chapter Now and Wow! How Temporal Characteristics Affect the Word of Mouth of Topical Advertising
Metadata
Title
Increasing Brand Experiences and Word of Mouth in Experiential Retailing - A Cross-Cultural Perspective
Authors
Isabelle Köhler
Franz-Rudolf Esch
Copyright Year
2018
Book
Advances in Advertising Research IX

Print ISBN: 978-3-658-22680-0

Electronic ISBN: 978-3-658-22681-7

Copyright Year: 2018

DOI
https://doi.org/10.1007/978-3-658-22681-7_19