Creating Consumption Experiences to Build Brand Image. Measuring Their Effects Through a Quasi Experiment

Experiential marketing is nowadays considered one way to differ strategically from competitors by undertaking actions, targeted to brand positioning, which are based on creating new and holistic experiences. The experiential perspective suggests to firms many different tools to perform successfully. Within these tools, experiential events have acquired increasing importance since they represent a valuable approach to attract consumers and to impact on brand perceptions through the involvement and the elicitation of emotions in consumers. Practioners, often use events to support brand management strategy. Therefore, the measurement of events performance in terms of their contribute to build brand image and positioning becomes an important matter for firms that need to use them properly. The field experiment conducted aims at evaluating events’ efficacy in terms of brand repositioning by underlying their capability to arouse consumers’ emotion and to induce them to change their brand perceptions.