EXAMINATION OF THE EXPERIENCE PHENOMENON OVER COMMERCIAL AREA EXAMPLES

Nowadays, competition among firms is increasingly intensified and brands are looking for new approaches to get attention in the market. Most brands, in order to come forward in this race, organize their spaces in a recollective way in specific themes, and some adopt the concept of personalisation in design. While shop windows are becoming new focus points for communication, the virtual reality environments and augmented reality applications that are shaped by modern technologies lead to the emergence of new types of experience. Experience phenomenon which is deemed to be one of the ways to create value in today's economy is to be examined within this article through examples from commercial spaces.

Keywords:

Experience, economy, retail, commercial space,

PDF

___

Addis, M. and Holbrook, M. B. 2001, “On the Conceptual Link Between Mass Customization and Experiential Consumption: An Explosion of Subjectivity”, Journal of Consumer Behaviour, 1(1), pp. 50–66.
Arvidsson, A., 2005, “Brands: a critical perspective, Journal of Consumer Culture”, 5(2), pp. 235–258.
Bayraktar, A., 2011, “Görsel Mağazacılıkta Vitrinlerin Önemi”, Beta Publications, 2011.
Baker, J., Grewal, D., Parasuraman, A. ,1994, ‘The Influence of Store Environment on Quality Interfaces and Store Image’, Journal of Academy of Marketing Science, 22(4), pp. 328-339.
Berthon, P., Holbrook, M. B. and Hulbert, J. M., 2003, “Understanding and Managing The Brand Space, Sloan Management Review, 44(2), pp. 49–54.
Carù, A., & Cova, B., 2003, “Revisiting Consumption Experience: A More Humble But Complete View of the Concept. Marketing Theory”, 3(2), pp. 259-278.
Carù, A., & Cova, B., 2007a, “Consuming Experience. London”, UK: Routledge.
Dell 'era, C., 2010, “Art for Business: Creating Competitive Advantage through Cultural Projects”, Industry and Innovation Journal, pp. 7189.
Erda, S., 2010, “Tüketim İletişiminin Bir Arayüzü Olarak Vitrin”, Vitrin Magazine, 08/09 2010, pp.30-31. Floor, K., 2007, “Branding a Store: How to Build Successful Retail Brands in a Changing Market Place”, Kogan page, 192-204.
Fulberg, P., 2003, “Using Sonic Branding in the Retail Environment—An Easy and Effective Way to Create Consumer Brand Loyalty While Enhancing the In-Store Experience”, Journal of Consumer Behaviour, 3(2), pp. 193–198.
Güzel, f., Ö., Papatya, N., 2012, “Duygusal Arayışların Pazarlamayla Dansı: Deneyim Pazarlaması Kavramsal Bir Analiz”, İşletme Araştırmaları Dergisi, 4/4, pp.109-125.
Havlena, W. J. and Holbrook, M. B., 1986, “The Varieties of Consumption Experience Comparing Two Typologies of Emotion In Consumer Behavior”, Journal of Consumer Research, 13(3), pp. 394–404.
Holbrook, M. B.; Hirschman, E. C., 1982, “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun”, Journal of Consumer Research, 9, pp. 132–140.
Holt, D. B., 2002, “Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding”, Journal of Consumer Research, 29, pp. 70–90.
Joy, A.; Sherry, J. F., 2003, “Speaking of Art As Embodied Imagination: A Multisensory Approach To Understanding Aesthetic Experience”, Journal of Consumer Research, 30, pp. 259–282.
Morgan, T., 2008, “Visual Merchandising, Window and Display for Retail”, Laurence King, London.
Peterson, R. A., Wayne, D. H., Wilson, W. R., 1986, “The Role of Affect in Consumer Behaviour: Emerging Theories and Applications”, Lexington, MA: D.C. Heath.
Pine, B. J.; Gilmore, J. H., 1998, “Welcome To The Experience Economy”, Harvard Business Review, July–August, pp. 97–105.
Pine, B. J.; Gilmore, J. H., 1999, “The Experience Economy—Work is Theatre & Every Business a Stage”, Boston, MA: Harvard Business School Press.
Pine, B.,J., Gilmore J., H., 2011, “Deneyim Ekonomisi”, Optimist Yayınları, İstanbul.
Schmitt, B.; Simonson, A., 1997, “Marketing Aesthetics—The Strategic Management of Brands, Identity, and Image”, New York: The Free Press.
Schmitt, B., 1999a, “Experiential Marketing”, Journal of Marketing Management, 15, pp. 53–67.
Schmitt, B., 1999b, “Experiential Marketing: A New Framework for Design and Communications”, Design Management Journal, 10(2), pp. 10–16.
Schmitt, B., 1999c, “Experiential Marketing—How to Get Customers to Sense, Feel, Think, Act and Relate”, New York: The Free Press.
Soars, Brenda, 2003. “What Every Retailer Should Know About the Way Into the Shopper’s Head”, International Journal of Retail & Distribution Management, 31(12), pp.628-637.
Thusy, A., Morris, L., 2004, “From Crm To Customer Experience: A New Realm For Innovation”, Business Digest, Paris.
Yuan, Y., Chihkang, E., Wu, K., 2008, “Relatıonshıps Among Experıentıal Marketıng, Experıentıal Value, And Customer Satısfactıon”, Journal Of Hospitality & Tourism Research, vol. 20, 1-24.
Yurttaş, N. B., 2010, “İç Mekan Tasarımında ‘Tema’ Kavramı ve ‘Tematik Mekan’ Olgusunun Örnekler Üzerinden Analizi, Mimar Sinan Fine Arts University, Graduate Thesis, Graduate Shool of Natural and Applied Sciences.

Başlangıç: 2015
Yayıncı: PressAcademia

Arşiv