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Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture
AU - Skandalis, Alexandros
AU - Byrom, John
AU - Banister, Emma
PY - 2019/4/1
Y1 - 2019/4/1
N2 - Prior experiential marketing research suggests that extraordinary consumption experiences take place within antistructural frames, i.e. outside the realms of everyday life. This paper challenges that notion, through an ethnographic study of consumers attending the Primavera Sound music festival in Barcelona, Spain. We demonstrate that festival attendees perceive their experiences to be extraordinary, despite these occurring within ‘everyday’ structural frames. Consumers’ extraordinary experiences unfold through their negotiation of a series of structural and antistructural marketplace tensions, including commercialism/authenticity, ordinary/escapist, and immersion/communing. We outline the theoretical implications of our research for the changing nature of extraordinary consumption experiences, in light of post-postmodern consumer culture. We conclude with managerial implications and provide suggested avenues for future research.
AB - Prior experiential marketing research suggests that extraordinary consumption experiences take place within antistructural frames, i.e. outside the realms of everyday life. This paper challenges that notion, through an ethnographic study of consumers attending the Primavera Sound music festival in Barcelona, Spain. We demonstrate that festival attendees perceive their experiences to be extraordinary, despite these occurring within ‘everyday’ structural frames. Consumers’ extraordinary experiences unfold through their negotiation of a series of structural and antistructural marketplace tensions, including commercialism/authenticity, ordinary/escapist, and immersion/communing. We outline the theoretical implications of our research for the changing nature of extraordinary consumption experiences, in light of post-postmodern consumer culture. We conclude with managerial implications and provide suggested avenues for future research.
KW - Experiential marketing
KW - Consumer culture theory
KW - Extraordinary experiences
KW - Music festivals
KW - Post-postmodernism
U2 - 10.1016/j.jbusres.2018.12.056
DO - 10.1016/j.jbusres.2018.12.056
M3 - Journal article
VL - 97
SP - 43
EP - 50
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
ER -