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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국마케팅과학회 Journal of Global Scholars of Marketing Science(마케팅과학연구) Journal of Global Scholars of Marketing Science(마케팅과학연구) 제28권 제1호
- 발행연도
- 2018.1
- 수록면
- 68 - 85 (18page)
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초록· 키워드
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Sensory marketing enables visualization of intangible services, helping to promote customers’ future hotel experiences. This study investigates how sensory information, brand relationships, and review types affect customers’responses in the context of the hotel industry. Customers’response types include narrative persuasion, experiential, emotional, and cognitive responses. Conducting two 2 × 2 scenario- based between-subjects experiments with previous hotel customers in the US, Study 1 confirms the effect of brand relationships on story- format sensory information that promote customers’ transportation experience, brand experience, and emotional responses. Study 2 also identifies effects of review types on story-format sensory information that enhance customers’transportation experience, brand experience, and trust. Results inform theoretical contributions and practical implications to promote customers’ future experiences.
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참고문헌 (60)
참고문헌 신청
Achrol, R. / 2012 / Frontiers of the marketing paradigm in the third millennium / Journal of the Academy of Marketing Science 40(1):35~52
Aggarwal, P. / 2004 / The effects of brand relationship norms on consumer attitudes and behavior / Journal of Consumer Research 31(1):87~101
Arnould, E. / 1993 / River magic : Extraordinary experience and the extended service encounter / Journal of Consumer Research 20(1):24~45
Arnould, E. / 1994 / Market-oriented ethnography : Interpretation building and marketing strategy formulation / Journal of Marketing Research 31(4):484~504
Athinodoros, C. / 2012 / Gettysburg re-imagined : The role of narrative imagination in consumption experience / Consumption Markets & Culture 15(3):261~286
Aggarwal, P. / 2004 / The effects of brand relationship norms on consumer attitudes and behavior / Journal of Consumer Research 31(1):87~101
Arnould, E. / 1993 / River magic : Extraordinary experience and the extended service encounter / Journal of Consumer Research 20(1):24~45
Arnould, E. / 1994 / Market-oriented ethnography : Interpretation building and marketing strategy formulation / Journal of Marketing Research 31(4):484~504
Athinodoros, C. / 2012 / Gettysburg re-imagined : The role of narrative imagination in consumption experience / Consumption Markets & Culture 15(3):261~286
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