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Experiential Retailing as a branding tool for consumer electronics

  • The age of connectivity has come with maximum convenience, variety and transparency for shoppers. In light of an increasingly informed consumer with a trained eye for inauthentic marketing, traditional brick-and-mortar retail has recognised the need for differentiation from online competitors. As a consequence, retailers are progressively moving away from transaction-focused retailing to the creation of multi-sensory and emotionally engaging customer experiences through experiential retailing. As a means of showcasing the brand, experiential retailing is particularly gaining popularity among consumer electronics brands. However, considering the high cost and non-transactional focus of experiential retailing, the question arises whether this approach creates long-term benefits for the brand. Therefore, this bachelor thesis aims to identify whether experiential retailing constitutes a viable branding tool for consumer electronics. Upon establishing a relationship between the concepts of experiential retailing and branding based on literature review, this paper uses qualitative research to investigate the implications of this relationship as perceived by a brand representative and consumers. The analysis of the conducted expert and focus group interviews, identifies experiential retailing as a means of increasing brand awareness, whilst addressing other brand constructs such as brand experience and brand loyalty. With respect to this, this paper substantiates the applicability of experiential retailing as a branding tool for consumer electronics.

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Author:Dimana Sofia Dollo
Advisor:Lars Binckebanck
Document Type:Bachelor Thesis
Year of Completion:2019
Granting Institution:Hochschule Furtwangen
Date of final exam:2019/02/28
Release Date:2019/03/06
Tag:Branding tool; Consumer electronics; Experiential retailing
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoEs gilt das UrhG