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)


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.


underwear stores experiential marketing brand culture application 


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Copyright information

© Springer-Verlag GmbH Berlin Heidelberg 2012

Authors and Affiliations

  1. 1.Shandong University of TechnologyZi BoChina

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