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Full-Text Articles in Business
More Than A Tent: A Case Study On Live Brand Experiences At Coachella Music Festival, Tori Perrella
More Than A Tent: A Case Study On Live Brand Experiences At Coachella Music Festival, Tori Perrella
Recreation, Parks, and Tourism Administration
In recent years, society has seen a shift of marketing practices from traditional strategies to experiential marketing in order for brands to connect with individuals on an emotional level. Live brand experiences contribute to companies building relationships with consumers to create unique, memorable experiences that will be associated with the brand after the event. The purpose of this study was to examine the best practices of live brand experiences at Coachella Valley Music and Arts Festival. The research for this study was conducted using a case study guide created by the researcher, which examined brands’ past brand activations at Coachella. …
Marketing The Magic In A Nature-Based Experience: A Case Study On The Walt Disney Company, Kristen L. Byron
Marketing The Magic In A Nature-Based Experience: A Case Study On The Walt Disney Company, Kristen L. Byron
Recreation, Parks, and Tourism Administration
Customers focus on different values when looking for a travel experience. Experiential marketing is able to connect customers with companies and experiences that match their values, including ecotourism and nature-based experiences. The Walt Disney Company is an international brand of entertainment features and is able to provide guests with customized experiences. The purpose of this study was to examine experiential marketing techniques in relation to the Walt Disney Company’s ecotourism and nature focused experiences. The researcher used a best practices matrix on the Walt Disney Company, Disney’s Animal Kingdom, and Disney’s Aulani Resort and Spa. This study found that the …
An Examination Of The Best Practices Of Experiential Marketing In Selected Popular Beverage Companies, Taylor Matthews
An Examination Of The Best Practices Of Experiential Marketing In Selected Popular Beverage Companies, Taylor Matthews
Recreation, Parks, and Tourism Administration
In recent years, marketing efforts have shifted from traditional marketing strategies toward experiential marketing in order to ensure that consumers become emotionally attached to a brand. Experiential marketing strategies help companies create relationships with consumers and engage them through unique and memorable experiences. The purpose of this study was to examine the use of experiential marketing in three popular beverage companies. The research for this study was conducted using a best practices matrix created by the researcher, which examined experiential marketing strategies for selected popular beverage companies in the soft drink industry. The results of this study indicate that each …