Brand worlds

Detalhes bibliográficos
Autor(a) principal: Österle, Benjamin
Data de Publicação: 2018
Outros Autores: Kuhn, Marc M., Henseler, Jörg
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: https://doi.org/10.1016/j.indmarman.2018.04.015
Resumo: Österle, B., Kuhn, M. M., & Henseler, J. (2018). Brand worlds: introducing experiential marketing to B2B branding. Industrial Marketing Management, 72(julho), 71-98. DOI: 10.1016/j.indmarman.2018.04.015
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spelling Brand worldsintroducing experiential marketing to B2B brandingB2BBrand worldsBrandingEmotionExperiential marketingRelationshipMarketingÖsterle, B., Kuhn, M. M., & Henseler, J. (2018). Brand worlds: introducing experiential marketing to B2B branding. Industrial Marketing Management, 72(julho), 71-98. DOI: 10.1016/j.indmarman.2018.04.015Experiential marketing instruments and the extraordinary experiences they provide are one of the strongest means of branding in B2C. Inter alia as brand worlds, they also exist in B2B marketing practice, but have only received limited attention from the B2B branding perspective. Differences between B2C and B2B branding raise questions regarding why B2B companies operate brand worlds, what they consist of, what their nature is, and how they are experienced. We build on a rich, comprehensive sample of 37 expert interviews, comprising the perspectives of operating companies, business visitors, and exhibition designers. We find that B2B brand worlds differ substantially from their B2C equivalents in several aspects, but they apply similar experiential techniques. Operating companies' motives focus on providing live product experiences to explain complex products and create product awareness. B2B visitors expect more functional than hedonic benefits, and the visit has to support them in their own business activities. Affordances of the experiencescape and the action-perception between visitor, brand employees, and the physical environment are at the core of how the B2B brand world experiences are co-created. Our research highlights the important role and nature of B2B brand worlds as three-dimensional “business cards”, where relationships are initiated and built.NOVA Information Management School (NOVA IMS)Information Management Research Center (MagIC) - NOVA Information Management SchoolRUNÖsterle, BenjaminKuhn, Marc M.Henseler, Jörg2023-03-15T01:31:46Z20182018-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article28application/pdfhttps://doi.org/10.1016/j.indmarman.2018.04.015eng0019-8501PURE: 4162810http://www.scopus.com/inward/record.url?scp=85046360123&partnerID=8YFLogxKhttps://doi.org/10.1016/j.indmarman.2018.04.015info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:21:39Zoai:run.unl.pt:10362/39433Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:31:06.691374Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Brand worlds
introducing experiential marketing to B2B branding
title Brand worlds
spellingShingle Brand worlds
Österle, Benjamin
B2B
Brand worlds
Branding
Emotion
Experiential marketing
Relationship
Marketing
title_short Brand worlds
title_full Brand worlds
title_fullStr Brand worlds
title_full_unstemmed Brand worlds
title_sort Brand worlds
author Österle, Benjamin
author_facet Österle, Benjamin
Kuhn, Marc M.
Henseler, Jörg
author_role author
author2 Kuhn, Marc M.
Henseler, Jörg
author2_role author
author
dc.contributor.none.fl_str_mv NOVA Information Management School (NOVA IMS)
Information Management Research Center (MagIC) - NOVA Information Management School
RUN
dc.contributor.author.fl_str_mv Österle, Benjamin
Kuhn, Marc M.
Henseler, Jörg
dc.subject.por.fl_str_mv B2B
Brand worlds
Branding
Emotion
Experiential marketing
Relationship
Marketing
topic B2B
Brand worlds
Branding
Emotion
Experiential marketing
Relationship
Marketing
description Österle, B., Kuhn, M. M., & Henseler, J. (2018). Brand worlds: introducing experiential marketing to B2B branding. Industrial Marketing Management, 72(julho), 71-98. DOI: 10.1016/j.indmarman.2018.04.015
publishDate 2018
dc.date.none.fl_str_mv 2018
2018-01-01T00:00:00Z
2023-03-15T01:31:46Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://doi.org/10.1016/j.indmarman.2018.04.015
url https://doi.org/10.1016/j.indmarman.2018.04.015
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 0019-8501
PURE: 4162810
http://www.scopus.com/inward/record.url?scp=85046360123&partnerID=8YFLogxK
https://doi.org/10.1016/j.indmarman.2018.04.015
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 28
application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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