Experiential Marketing in Retail during COVID-19

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aut.embargoNoen_NZ
aut.thirdpc.containsNoen_NZ
dc.contributor.advisorVredenburg, Jessica
dc.contributor.authorCui, Yanqiao
dc.date.accessioned2021-05-04T23:49:29Z
dc.date.available2021-05-04T23:49:29Z
dc.date.copyright2021
dc.date.issued2021
dc.date.updated2021-05-04T03:20:36Z
dc.description.abstractThis research seeks to compare experiential marketing before and during COVID-19 and is among the first work to examine the evolution of experiential marketing during a pandemic. In the context of COVID-19, this research suggests retailers adapt traditional notions of experiential marketing designed to create fun and excitement in the service experience to activations designed to reduce feelings of risk and increase feelings of comfort in the service experience. The purpose of this research is to explore ways in which retailers can use experiential marketing to reduce consumer perceived risk and increase perceived comfort in order to encourage consumers to return to in person shopping. This research analyses how various aspects of experiential marketing can be used amidst COVID-19 and seeks to make three main contributions: (1) Examine the historical use of experiential marketing and concepts as a foundation for the current work; (2) Propose a conceptual model for how elements of experiential marketing can be used to encourage in-person shopping intention; and (3) Provide a research agenda for future studies in this area.en_NZ
dc.identifier.urihttps://hdl.handle.net/10292/14164
dc.language.isoenen_NZ
dc.publisherAuckland University of Technology
dc.rights.accessrightsOpenAccess
dc.subjectCOVID-19en_NZ
dc.subjectExperiential marketingen_NZ
dc.subjectPerceived comforten_NZ
dc.subjectPerceived risken_NZ
dc.subjectRetailingen_NZ
dc.titleExperiential Marketing in Retail during COVID-19en_NZ
dc.typeDissertationen_NZ
thesis.degree.grantorAuckland University of Technology
thesis.degree.levelMasters Dissertations
thesis.degree.nameMaster of Businessen_NZ
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