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Cultural Reflection of Experiential Marketing at the Underwear Stores

Conference paper
Part of the Advances in Intelligent and Soft Computing book series (AINSC, volume 161)

Abstract

Experience elevates emotions and values that are conveyed to consumers by brand culture. With the enhancement of underwear branding in this brand era, it is crucial for an enterprise to enable its consumers to experience the brand culture and understand the brand connotations. This thesis emphasizes the importance of the new experiential marketing mode in the revealment of brand value and the embodiment of consumable brand culture by discussing the applications of experiential marketing at the underwear stores.

Keywords

underwear stores experiential marketing brand culture application 

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References

  1. 1.
    Liu, T.: The analysis of the enterprise experiential marketing strategy. Small and Medium-Sized Enterprises and Management (25) (2010)Google Scholar
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    Xu, D.: The analysis of the experiential marketing. Journal of Hunan Business College (5) (2009)Google Scholar
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    Zhao, P:. Costume Marketing. China Textile & Apparel Press, Beijing (2007)Google Scholar

Copyright information

© Springer-Verlag GmbH Berlin Heidelberg 2012

Authors and Affiliations

  1. 1.Shandong University of TechnologyZi BoChina

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