en pl
en pl

Central European Management Journal

Zobacz wydanie
Rok 2016 
Tom 24 
Numer 4

Attitudes of Polish Consumers Toward Experiential Marketing

Monika Skorek
University of Warsaw

2016 24 (4) Central European Management Journal

DOI 10.7206/jmba.ce.2450-7814.185

Zawartość artykułu

Abstrakt

Purpose: The experience economy is a concept that can be defined as a new way of perceiving the market offer of an enterprise, focusing on the customer experience. Enterprises, both in the production and service industries, are becoming similar to one another on a massive scale, which makes it increasingly difficult to stand out. The response to this can be to offer the consumer an unforgettable experience related to a product or service provided by a company.

Methodology: This study analysed the results of qualitative research on the attitudes and opinions of Polish consumers on experience marketing.

Results/findings: The results showed that participants of the study were prepared to transition from the economy based on products or services to an economy based on experiences at a moderate level. They declared a willingness to participate in experiences offered by companies but at the same time focus on the cost and utility of them.

Powiązania

  1. Addis, M. and Holbrook, M. (2001). On the conceptual link between mass customisation and experiential consumption: An explosion of subjectivity. Journal of Consumer Behavior, 1: 50–66, https://doi.org/10.1002/cb.53 [Google Scholar]
  2. Bashar, A., Ahmad, I. and Wasiq, M. (2013). A Study of Influence of Demographic Factors on Consumer Impulse Buying Behavior. Journal of Management Research, 13(3): 145–154. [Google Scholar]
  3. Boswijk, A., Thijssen, T. and Peelen, E. (2007). The experience economy – a new perspective. Amsterdam: Prentice Hall Pearson. [Google Scholar]
  4. Carbone, L.P. and Haeckel, S.H. (1994). Engineering customer experiences. Marketing Management, 3: 9–19. [Google Scholar]
  5. Caru, A. and Cova, B. (2003). Revisiting Consumption Experience: A More Humble but Complete View of the Concept. Marketing Theory, 3: 259–278, https://doi.org/10.1177/14705931030032004 [Google Scholar]
  6. Caru, A. and Cova, B. (2007). Consuming experience. Oxford: Routledge. [Google Scholar]
  7. Chebat, J., Filiatrault, P., Gelinas-Chebat, C. and Vaninsky, A. (1995). Impact of waiting attribution and consumer’s mood on perceived quality. Journal of Business Research, 34: 191–196, https://doi.org/10.1016/0148-2963(95)98346-4 [Google Scholar]
  8. Dziewanowska, K. (2015). Dimensions of Real and Virtual Consumer Experiences. UW Faculty of Management Working Paper Series, 9(4). [Google Scholar]
  9. Edgell, S., Hetherington, K. and Warde, A. (1997). Consumption Matters: The Production and Experience of Consumption. Oxford: Blackwell. [Google Scholar]
  10. Firat, A. and Dholakia, N. (1998). Consuming People: From Political Economy to Theatres of Consumption. London: Sage, https://doi.org/10.4324/9780203449813 [Google Scholar]
  11. Gentile, C., Spiller, N. and Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25: 395–410, https://doi.org/10.1016/j.emj.2007.08.005 [Google Scholar]
  12. Giardini, A. and Frese, M. (2008). Linking service and employees’ emotional competence to customer satisfaction: A multilevel approach. Journal of Organizational Behavior, 29: 155–170, https://doi.org/10.1002/job.509 [Google Scholar]
  13. Gordon, F. (1987). Radical behaviourism and consumer research theoretical promise and empirical problems. International Journal of Research in Marketing: 116–127. [Google Scholar]
  14. Gountas, S., Ewing, M. and Gountas, J. (2007). Testing airline passengers’ responses to flight attendants’ expressive displays: The effects of positive affect. Journal of Business Research, 60: 81–83, https://doi.org/10.1016/j.jbusres.2006.09.022 [Google Scholar]
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  16. Holbrook, M. and Hirschman, E. (1982). The Experiential Aspects of Consumption: Consumer Fantasy, Feelings and Fun. Journal of Consumer Research, 9: 132–140, https://doi.org/10.1086/208906 [Google Scholar]
  17. Holt, D.B. (1997, June). How Consumers Consume: A Taxonomy of Consumption Practices. Journal of Consumer Research: 1–16. [Google Scholar]
  18. Ismail, A.R., Melewar, T., Lim, L. and Woodside, A. (2011). Customer experience with brands: Literature review and research directions. The Marketing Review, 11: 205–225, https://doi.org/10.1362/146934711X589435 [Google Scholar]
  19. Janaki, P. and Premila, S. (2012). A study on customer involvement in purchase of home appliance. International Journal of Marketing and Technology, 2(1): 170–171. [Google Scholar]
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  23. LaSalle, D. and Britton, T.A. (2003). Priceless: Turning Ordinary Products into Extraordinary Experiences. Boston: Harvard Business School Press. [Google Scholar]
  24. Martin, D., O’Neill, M., Hubbard, S. and Palmer, A. (2008). The role of emotion in explaining consumer satisfaction and future behavioural intention. Journal of Services Marketing, 22(3): 224–236, https://doi.org/10.1108/08876040810871183 [Google Scholar]
  25. Pine, J. and Gilmore, J. (1999). The Experience Economy: Work is Theatre & Every Business a Stage. Boston: Harvard Business School Press. [Google Scholar]
  26. Pine, J. and Gilmore, J. (2011). The Experience Economy. Boston: Harvard Business Review Press. [Google Scholar]
  27. Prahalad, C. K. and Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18: 5–14, https://doi.org/10.1002/dir.20015 [Google Scholar]
  28. Schmitt, B. (1999). Experiential Marketing: How to Get Customers to SENSE, FEEL, THINK, ACT and RELATE to Your Company and Brands. New York: The Free Press. [Google Scholar]
  29. Shaw, C. and Ivens, J. (2002). Building great customer experiences. New York: Palgrave Macmillan, https://doi.org/10.1057/9780230554719 [Google Scholar]
  30. Tang, C., Seal, C., Naumann, S. and Miguel, K. (2013). Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions. International Review of Management and Marketing, 3(2): 50–57. [Google Scholar]
  31. Tsai, W. (2001). Determinants and consequences of employee displayed positive emotions. Journal of Management, 27: 497–512, https://doi.org/10.1177/014920630102700406 [Google Scholar]
  32. Addis, M. and Holbrook, M. (2001). On the conceptual link between mass customisation and experiential consumption: An explosion of subjectivity. Journal of Consumer Behavior, 1: 50–66, https://doi.org/10.1002/cb.53 [Google Scholar]
  33. Bashar, A., Ahmad, I. and Wasiq, M. (2013). A Study of Influence of Demographic Factors on Consumer Impulse Buying Behavior. Journal of Management Research, 13(3): 145–154. [Google Scholar]
  34. Boswijk, A., Thijssen, T. and Peelen, E. (2007). The experience economy – a new perspective. Amsterdam: Prentice Hall Pearson. [Google Scholar]
  35. Carbone, L.P. and Haeckel, S.H. (1994). Engineering customer experiences. Marketing Management, 3: 9–19. [Google Scholar]
  36. Caru, A. and Cova, B. (2003). Revisiting Consumption Experience: A More Humble but Complete View of the Concept. Marketing Theory, 3: 259–278, https://doi.org/10.1177/14705931030032004 [Google Scholar]
  37. Caru, A. and Cova, B. (2007). Consuming experience. Oxford: Routledge. [Google Scholar]
  38. Chebat, J., Filiatrault, P., Gelinas-Chebat, C. and Vaninsky, A. (1995). Impact of waiting attribution and consumer’s mood on perceived quality. Journal of Business Research, 34: 191–196, https://doi.org/10.1016/0148-2963(95)98346-4 [Google Scholar]
  39. Dziewanowska, K. (2015). Dimensions of Real and Virtual Consumer Experiences. UW Faculty of Management Working Paper Series, 9(4). [Google Scholar]
  40. Edgell, S., Hetherington, K. and Warde, A. (1997). Consumption Matters: The Production and Experience of Consumption. Oxford: Blackwell. [Google Scholar]
  41. Firat, A. and Dholakia, N. (1998). Consuming People: From Political Economy to Theatres of Consumption. London: Sage, https://doi.org/10.4324/9780203449813 [Google Scholar]
  42. Gentile, C., Spiller, N. and Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25: 395–410, https://doi.org/10.1016/j.emj.2007.08.005 [Google Scholar]
  43. Giardini, A. and Frese, M. (2008). Linking service and employees’ emotional competence to customer satisfaction: A multilevel approach. Journal of Organizational Behavior, 29: 155–170, https://doi.org/10.1002/job.509 [Google Scholar]
  44. Gordon, F. (1987). Radical behaviourism and consumer research theoretical promise and empirical problems. International Journal of Research in Marketing: 116–127. [Google Scholar]
  45. Gountas, S., Ewing, M. and Gountas, J. (2007). Testing airline passengers’ responses to flight attendants’ expressive displays: The effects of positive affect. Journal of Business Research, 60: 81–83, https://doi.org/10.1016/j.jbusres.2006.09.022 [Google Scholar]
  46. Hirschman, E.C. and Holbrook, M.B. (1986). Expanding the Ontology and Methodology of Research on the Consumption Experience. In: D. Grinberg and R.J. Lutz (eds.), Perspectives on Methodology in Consumer Research. New York, https://doi.org/10.1007/978-1-4613-8609-4_7 [Google Scholar]
  47. Holbrook, M. and Hirschman, E. (1982). The Experiential Aspects of Consumption: Consumer Fantasy, Feelings and Fun. Journal of Consumer Research, 9: 132–140, https://doi.org/10.1086/208906 [Google Scholar]
  48. Holt, D.B. (1997, June). How Consumers Consume: A Taxonomy of Consumption Practices. Journal of Consumer Research: 1–16. [Google Scholar]
  49. Ismail, A.R., Melewar, T., Lim, L. and Woodside, A. (2011). Customer experience with brands: Literature review and research directions. The Marketing Review, 11: 205–225, https://doi.org/10.1362/146934711X589435 [Google Scholar]
  50. Janaki, P. and Premila, S. (2012). A study on customer involvement in purchase of home appliance. International Journal of Marketing and Technology, 2(1): 170–171. [Google Scholar]
  51. Kacprzak, A., Dziewanowska, K. and Skorek, M. (2015). Gospodarka doświadczeń. Perspektywa polskiego konsumenta. Warszawa: Wydawnictwo Naukowe PWN. [Google Scholar]
  52. Kaltcheva, V. and Parasuraman, A. (2009). Personality-relatedness and reciprocity framework for analyzing retailer-consumer interactions. Journal of Business Research, 62: 601–608, https://doi.org/10.1016/j.jbusres.2008.05.019 [Google Scholar]
  53. Kotler, Ph. (2004). Principles of Marketing. 3rd edition. Boston: McGraw Hill edition. [Google Scholar]
  54. LaSalle, D. and Britton, T.A. (2003). Priceless: Turning Ordinary Products into Extraordinary Experiences. Boston: Harvard Business School Press. [Google Scholar]
  55. Martin, D., O’Neill, M., Hubbard, S. and Palmer, A. (2008). The role of emotion in explaining consumer satisfaction and future behavioural intention. Journal of Services Marketing, 22(3): 224–236, https://doi.org/10.1108/08876040810871183 [Google Scholar]
  56. Pine, J. and Gilmore, J. (1999). The Experience Economy: Work is Theatre & Every Business a Stage. Boston: Harvard Business School Press. [Google Scholar]
  57. Pine, J. and Gilmore, J. (2011). The Experience Economy. Boston: Harvard Business Review Press. [Google Scholar]
  58. Prahalad, C. K. and Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18: 5–14, https://doi.org/10.1002/dir.20015 [Google Scholar]
  59. Schmitt, B. (1999). Experiential Marketing: How to Get Customers to SENSE, FEEL, THINK, ACT and RELATE to Your Company and Brands. New York: The Free Press. [Google Scholar]
  60. Shaw, C. and Ivens, J. (2002). Building great customer experiences. New York: Palgrave Macmillan, https://doi.org/10.1057/9780230554719 [Google Scholar]
  61. Tang, C., Seal, C., Naumann, S. and Miguel, K. (2013). Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions. International Review of Management and Marketing, 3(2): 50–57. [Google Scholar]
  62. Tsai, W. (2001). Determinants and consequences of employee displayed positive emotions. Journal of Management, 27: 497–512, https://doi.org/10.1177/014920630102700406 [Google Scholar]
  63. Addis, M. and Holbrook, M. (2001). On the conceptual link between mass customisation and experiential consumption: An explosion of subjectivity. Journal of Consumer Behavior, 1: 50–66, https://doi.org/10.1002/cb.53 [Google Scholar]
  64. Bashar, A., Ahmad, I. and Wasiq, M. (2013). A Study of Influence of Demographic Factors on Consumer Impulse Buying Behavior. Journal of Management Research, 13(3): 145–154. [Google Scholar]
  65. Boswijk, A., Thijssen, T. and Peelen, E. (2007). The experience economy – a new perspective. Amsterdam: Prentice Hall Pearson. [Google Scholar]
  66. Carbone, L.P. and Haeckel, S.H. (1994). Engineering customer experiences. Marketing Management, 3: 9–19. [Google Scholar]
  67. Caru, A. and Cova, B. (2003). Revisiting Consumption Experience: A More Humble but Complete View of the Concept. Marketing Theory, 3: 259–278, https://doi.org/10.1177/14705931030032004 [Google Scholar]
  68. Caru, A. and Cova, B. (2007). Consuming experience. Oxford: Routledge. [Google Scholar]
  69. Chebat, J., Filiatrault, P., Gelinas-Chebat, C. and Vaninsky, A. (1995). Impact of waiting attribution and consumer’s mood on perceived quality. Journal of Business Research, 34: 191–196, https://doi.org/10.1016/0148-2963(95)98346-4 [Google Scholar]
  70. Dziewanowska, K. (2015). Dimensions of Real and Virtual Consumer Experiences. UW Faculty of Management Working Paper Series, 9(4). [Google Scholar]
  71. Edgell, S., Hetherington, K. and Warde, A. (1997). Consumption Matters: The Production and Experience of Consumption. Oxford: Blackwell. [Google Scholar]
  72. Firat, A. and Dholakia, N. (1998). Consuming People: From Political Economy to Theatres of Consumption. London: Sage, https://doi.org/10.4324/9780203449813 [Google Scholar]
  73. Gentile, C., Spiller, N. and Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25: 395–410, https://doi.org/10.1016/j.emj.2007.08.005 [Google Scholar]
  74. Giardini, A. and Frese, M. (2008). Linking service and employees’ emotional competence to customer satisfaction: A multilevel approach. Journal of Organizational Behavior, 29: 155–170, https://doi.org/10.1002/job.509 [Google Scholar]
  75. Gordon, F. (1987). Radical behaviourism and consumer research theoretical promise and empirical problems. International Journal of Research in Marketing: 116–127. [Google Scholar]
  76. Gountas, S., Ewing, M. and Gountas, J. (2007). Testing airline passengers’ responses to flight attendants’ expressive displays: The effects of positive affect. Journal of Business Research, 60: 81–83, https://doi.org/10.1016/j.jbusres.2006.09.022 [Google Scholar]
  77. Hirschman, E.C. and Holbrook, M.B. (1986). Expanding the Ontology and Methodology of Research on the Consumption Experience. In: D. Grinberg and R.J. Lutz (eds.), Perspectives on Methodology in Consumer Research. New York, https://doi.org/10.1007/978-1-4613-8609-4_7 [Google Scholar]
  78. Holbrook, M. and Hirschman, E. (1982). The Experiential Aspects of Consumption: Consumer Fantasy, Feelings and Fun. Journal of Consumer Research, 9: 132–140, https://doi.org/10.1086/208906 [Google Scholar]
  79. Holt, D.B. (1997, June). How Consumers Consume: A Taxonomy of Consumption Practices. Journal of Consumer Research: 1–16. [Google Scholar]
  80. Ismail, A.R., Melewar, T., Lim, L. and Woodside, A. (2011). Customer experience with brands: Literature review and research directions. The Marketing Review, 11: 205–225, https://doi.org/10.1362/146934711X589435 [Google Scholar]
  81. Janaki, P. and Premila, S. (2012). A study on customer involvement in purchase of home appliance. International Journal of Marketing and Technology, 2(1): 170–171. [Google Scholar]
  82. Kacprzak, A., Dziewanowska, K. and Skorek, M. (2015). Gospodarka doświadczeń. Perspektywa polskiego konsumenta. Warszawa: Wydawnictwo Naukowe PWN. [Google Scholar]
  83. Kaltcheva, V. and Parasuraman, A. (2009). Personality-relatedness and reciprocity framework for analyzing retailer-consumer interactions. Journal of Business Research, 62: 601–608, https://doi.org/10.1016/j.jbusres.2008.05.019 [Google Scholar]
  84. Kotler, Ph. (2004). Principles of Marketing. 3rd edition. Boston: McGraw Hill edition. [Google Scholar]
  85. LaSalle, D. and Britton, T.A. (2003). Priceless: Turning Ordinary Products into Extraordinary Experiences. Boston: Harvard Business School Press. [Google Scholar]
  86. Martin, D., O’Neill, M., Hubbard, S. and Palmer, A. (2008). The role of emotion in explaining consumer satisfaction and future behavioural intention. Journal of Services Marketing, 22(3): 224–236, https://doi.org/10.1108/08876040810871183 [Google Scholar]
  87. Pine, J. and Gilmore, J. (1999). The Experience Economy: Work is Theatre & Every Business a Stage. Boston: Harvard Business School Press. [Google Scholar]
  88. Pine, J. and Gilmore, J. (2011). The Experience Economy. Boston: Harvard Business Review Press. [Google Scholar]
  89. Prahalad, C. K. and Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18: 5–14, https://doi.org/10.1002/dir.20015 [Google Scholar]
  90. Schmitt, B. (1999). Experiential Marketing: How to Get Customers to SENSE, FEEL, THINK, ACT and RELATE to Your Company and Brands. New York: The Free Press. [Google Scholar]
  91. Shaw, C. and Ivens, J. (2002). Building great customer experiences. New York: Palgrave Macmillan, https://doi.org/10.1057/9780230554719 [Google Scholar]
  92. Tang, C., Seal, C., Naumann, S. and Miguel, K. (2013). Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions. International Review of Management and Marketing, 3(2): 50–57. [Google Scholar]
  93. Tsai, W. (2001). Determinants and consequences of employee displayed positive emotions. Journal of Management, 27: 497–512, https://doi.org/10.1177/014920630102700406 [Google Scholar]
  94. Addis, M. and Holbrook, M. (2001). On the conceptual link between mass customisation and experiential consumption: An explosion of subjectivity. Journal of Consumer Behavior, 1: 50–66, https://doi.org/10.1002/cb.53 [Google Scholar]
  95. Bashar, A., Ahmad, I. and Wasiq, M. (2013). A Study of Influence of Demographic Factors on Consumer Impulse Buying Behavior. Journal of Management Research, 13(3): 145–154. [Google Scholar]
  96. Boswijk, A., Thijssen, T. and Peelen, E. (2007). The experience economy – a new perspective. Amsterdam: Prentice Hall Pearson. [Google Scholar]
  97. Carbone, L.P. and Haeckel, S.H. (1994). Engineering customer experiences. Marketing Management, 3: 9–19. [Google Scholar]
  98. Caru, A. and Cova, B. (2003). Revisiting Consumption Experience: A More Humble but Complete View of the Concept. Marketing Theory, 3: 259–278, https://doi.org/10.1177/14705931030032004 [Google Scholar]
  99. Caru, A. and Cova, B. (2007). Consuming experience. Oxford: Routledge. [Google Scholar]
  100. Chebat, J., Filiatrault, P., Gelinas-Chebat, C. and Vaninsky, A. (1995). Impact of waiting attribution and consumer’s mood on perceived quality. Journal of Business Research, 34: 191–196, https://doi.org/10.1016/0148-2963(95)98346-4 [Google Scholar]
  101. Dziewanowska, K. (2015). Dimensions of Real and Virtual Consumer Experiences. UW Faculty of Management Working Paper Series, 9(4). [Google Scholar]
  102. Edgell, S., Hetherington, K. and Warde, A. (1997). Consumption Matters: The Production and Experience of Consumption. Oxford: Blackwell. [Google Scholar]
  103. Firat, A. and Dholakia, N. (1998). Consuming People: From Political Economy to Theatres of Consumption. London: Sage, https://doi.org/10.4324/9780203449813 [Google Scholar]
  104. Gentile, C., Spiller, N. and Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25: 395–410, https://doi.org/10.1016/j.emj.2007.08.005 [Google Scholar]
  105. Giardini, A. and Frese, M. (2008). Linking service and employees’ emotional competence to customer satisfaction: A multilevel approach. Journal of Organizational Behavior, 29: 155–170, https://doi.org/10.1002/job.509 [Google Scholar]
  106. Gordon, F. (1987). Radical behaviourism and consumer research theoretical promise and empirical problems. International Journal of Research in Marketing: 116–127. [Google Scholar]
  107. Gountas, S., Ewing, M. and Gountas, J. (2007). Testing airline passengers’ responses to flight attendants’ expressive displays: The effects of positive affect. Journal of Business Research, 60: 81–83, https://doi.org/10.1016/j.jbusres.2006.09.022 [Google Scholar]
  108. Hirschman, E.C. and Holbrook, M.B. (1986). Expanding the Ontology and Methodology of Research on the Consumption Experience. In: D. Grinberg and R.J. Lutz (eds.), Perspectives on Methodology in Consumer Research. New York, https://doi.org/10.1007/978-1-4613-8609-4_7 [Google Scholar]
  109. Holbrook, M. and Hirschman, E. (1982). The Experiential Aspects of Consumption: Consumer Fantasy, Feelings and Fun. Journal of Consumer Research, 9: 132–140, https://doi.org/10.1086/208906 [Google Scholar]
  110. Holt, D.B. (1997, June). How Consumers Consume: A Taxonomy of Consumption Practices. Journal of Consumer Research: 1–16. [Google Scholar]
  111. Ismail, A.R., Melewar, T., Lim, L. and Woodside, A. (2011). Customer experience with brands: Literature review and research directions. The Marketing Review, 11: 205–225, https://doi.org/10.1362/146934711X589435 [Google Scholar]
  112. Janaki, P. and Premila, S. (2012). A study on customer involvement in purchase of home appliance. International Journal of Marketing and Technology, 2(1): 170–171. [Google Scholar]
  113. Kacprzak, A., Dziewanowska, K. and Skorek, M. (2015). Gospodarka doświadczeń. Perspektywa polskiego konsumenta. Warszawa: Wydawnictwo Naukowe PWN. [Google Scholar]
  114. Kaltcheva, V. and Parasuraman, A. (2009). Personality-relatedness and reciprocity framework for analyzing retailer-consumer interactions. Journal of Business Research, 62: 601–608, https://doi.org/10.1016/j.jbusres.2008.05.019 [Google Scholar]
  115. Kotler, Ph. (2004). Principles of Marketing. 3rd edition. Boston: McGraw Hill edition. [Google Scholar]
  116. LaSalle, D. and Britton, T.A. (2003). Priceless: Turning Ordinary Products into Extraordinary Experiences. Boston: Harvard Business School Press. [Google Scholar]
  117. Martin, D., O’Neill, M., Hubbard, S. and Palmer, A. (2008). The role of emotion in explaining consumer satisfaction and future behavioural intention. Journal of Services Marketing, 22(3): 224–236, https://doi.org/10.1108/08876040810871183 [Google Scholar]
  118. Pine, J. and Gilmore, J. (1999). The Experience Economy: Work is Theatre & Every Business a Stage. Boston: Harvard Business School Press. [Google Scholar]
  119. Pine, J. and Gilmore, J. (2011). The Experience Economy. Boston: Harvard Business Review Press. [Google Scholar]
  120. Prahalad, C. K. and Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18: 5–14, https://doi.org/10.1002/dir.20015 [Google Scholar]
  121. Schmitt, B. (1999). Experiential Marketing: How to Get Customers to SENSE, FEEL, THINK, ACT and RELATE to Your Company and Brands. New York: The Free Press. [Google Scholar]
  122. Shaw, C. and Ivens, J. (2002). Building great customer experiences. New York: Palgrave Macmillan, https://doi.org/10.1057/9780230554719 [Google Scholar]
  123. Tang, C., Seal, C., Naumann, S. and Miguel, K. (2013). Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions. International Review of Management and Marketing, 3(2): 50–57. [Google Scholar]
  124. Tsai, W. (2001). Determinants and consequences of employee displayed positive emotions. Journal of Management, 27: 497–512, https://doi.org/10.1177/014920630102700406 [Google Scholar]

Kompletne metadane

Cytowanie zasobu

APA style

Skorek, Monika (2016). Skorek, M. . (2016). Attitudes of Polish Consumers Toward Experiential Marketing. Central European Management Journal, 24(4), 109-124. https://doi.org/10.7206/jmba.ce.2450-7814.185 (Original work published 2016)

MLA style

Skorek, Monika. Skorek, M. . „Attitudes Of Polish Consumers Toward Experiential Marketing”. 2016. Central European Management Journal, t. 24, nr 4, 2016, ss. 109-124.

Chicago style

Skorek, Monika. Skorek, Monika . „Attitudes Of Polish Consumers Toward Experiential Marketing”. Central European Management Journal, Central European Management Journal, 24, nr 4 (2016): 109-124. doi:10.7206/jmba.ce.2450-7814.185.

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