Critical Opinion as a Tool in the Marketing of Cultural Products: the Experiential Label

نویسنده

  • Fabrice Larceneux
چکیده

This article deals with a new concept, the experiential label. This label conveys subjective information, provided by an expert (a critic), on the quality of consumption experience. The study aims at assessing the impact of this kind of label on the classical disk market: empirical results show first, a significant global impact on sales, second, a word-of-mouth effect and third, four specific consumer behaviors related to the perceived self-expertise and credibility of experiential labels. Finally, marketing implications are presented. Résumé Cette recherche présente un nouveau concept, le label expérientiel. Ce label transmet une information subjective, émanant d’experts (les critiques), sur la qualité de l’expérience de consommation. L’étude empirique vise à estimer son impact sur le marché du disque classique en montrant tout d’abord qu’il existe un impact global significatif sur les ventes, ensuite que le label peut enclencher un effet de bouche-à-oreille. Enfin, cette recherche met en évidence quatre comportements spécifiques face à la critique en fonction de l’expertise de soi perçue et de la crédibilité des labels expérientiels. Les implications marketing sont présentées.

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

منابع مشابه

Growth of Green Marketing –A Literature perspective of Green Indian Economy

Green Marketing is becoming a buzz for the society nowadays and people start shifting their demands towards a product which is related towards environmental safeguard. Nowadays companies from different industries sectors are showing their keen interest and taking various initiatives towards green marking. Electronic products having eco safeguard and are less detrimental to the environment are l...

متن کامل

The Structure and Causal Relationships for the Pricing Components of Tourism Products During the COVID-19 Outbreak: Fuzzy Cognitive Mapping Approach

Price, as an element of marketing, plays an essential role in the decision-making of tourists as well as the income of tourism activists. Therefore, it is essential to identify the components and factors affecting the pricing process. The outbreak of COVID-19 in Iran has drawn the attention of tourism businesses to the necessity of the pricing process and updating the price of tourism products....

متن کامل

Providing a Comprehensive Branding Pattern for Organic Product with a Sensory Marketing Approach

Today, the world faces a major problem called population growth, one of the consequences of which is food shortages. Therefore, organic farming is considered as one of the most effective approaches to responding to the challenges facing human beings in realizing sustainable development. The purpose of this research is to provide a comprehensive model of branding for sensory marketing based on a...

متن کامل

Guerilla Marketing Approach on Consumer’s Purchase Intention with Presence of Mediator Variable of Satisfaction

Knowing consumer attitudes in the field of consumer behavior is a strategic capability. Therefore, the purpose of this study was to investigate the effect of non-traditional promotional tools with guerrilla marketing approach on consumer purchase intention with the mediator variable of customer satisfaction in Hooshmand Khorshid Bahrevar Company in Bushehr Province. For this purpose, a question...

متن کامل

Identifying the Most Important Marketing Processes in Iran Banking Industry to Develop a Banking Marketing Maturity Model

Objectives The recent shift, from merely traditional approach providing only financial services to the new trend implying banks can be considered as business partners meeting their whole financial needs and creating a win-win relationship, in customers’ opinion towards banks has made banks try to apply banking marketing strategies to help attract more customers and respond to their needs. Hence...

متن کامل

ذخیره در منابع من


  با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

عنوان ژورنال:

دوره   شماره 

صفحات  -

تاریخ انتشار 2003