Space design as an expressive device in ambient marketing: Case studies of Deutsche Bank and Banca Monte dei Paschi di Siena

Bargenda, Angela

doi:10.1080/13527266.2014.970819

Cited by 8 publications

(4 citation statements)

References 23 publications

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“…As for guerilla marketing, Gambetti argues that ambient communication is less expensive and more cost-efficient than traditional advertising media. Essential in this concept is the idea that all environmental elements that surround consumers, even a building (Bargenda, 2014), can be used as media for creating brand value. In sum, many unconventional forms of marketing communication arise and can be labeled as guerilla or ambient marketing because they are unexpected and invent new ways of using media or environments to carry brand messages.…”

Section: Defining Creative Media Advertisingmentioning

confidence: 99%

Consumer Responses to Creative Media Advertising: A Literature Review

Eelen¹,

Rauwers²,

Wottrich³

et al. 2016

Advertising in New Formats and Media

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Purpose À This chapter provides an overview of the state of knowledge about creative media advertising; choosing a novel medium that implicitly communicates the message. It explains what creative media advertising is and how it differs from other unconventional marketing communication formats. It addresses the theoretical mechanisms that explain how creative media affects consumers. Its final purpose is to review all the empirical findings about creative media advertising effects. Methodology/approach À This chapter presents a systematic literature review of all the empirical research about creative media advertising that explicitly compares its effectiveness with traditional media advertising. The 11 reviewed articles with 16 experiments appeared between 2005 and 2015. Originality/value À By reviewing all the literature about creative media advertising, the authors make recommendations for future research and for using creative media in practice. They emphasize potential boundary conditions and ideal circumstances of using creative media advertising.

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Section: Defining Creative Media Advertisingmentioning

confidence: 99%

Consumer Responses to Creative Media Advertising: A Literature Review

Eelen¹,

Rauwers²,

Wottrich³

et al. 2016

Advertising in New Formats and Media

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“…PED serves as a communication tool which supports ambient marketing initiatives, along with promoting symbolic and cultural value (Nguyen and Leblanc, 2001;Bargenda, 2015). For example, both emotional and functional aspects are communicated effectively through attractive display windows and motivating consumers to enter and explore the store (Oh et al, 2008;Pantano, 2016).…”

Section: Communication and Physical Environment Designmentioning

confidence: 99%

“…For instance, technology-mediated interactions in a retail store impact on consumers’ perception (Pantano and Dennis, 2019). Furthermore, consumers’ perceptions lead them to develop cognitive values that are processed by several sources of information, such as advertisements and word-of-mouth (Fiore and Kim, 2007; Bargenda, 2015; Kim et al , 2016).…”

Section: Effect Of Antecedentsmentioning

confidence: 99%

Antecedents and consequences of physical environment design in international retail stores

Khaneja,

Hussain

2024

JABS

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Purpose The purpose of this paper is to examine the effects of physical environment design (PED) and its antecedents on consumers’ emotional well-being (EWB). Drawing on place identity and emotional theories, the study aims to provide a new perspective to retail store experiences. Design/methodology/approach A survey of 800 respondents was conducted in London, out of which 764 responses were constructively used. The data was collected from international retail outlets, and structural equation modelling was used to analyse the data. Findings The empirical results show that PED has a positive effect on consumers’ EWB. Among the antecedents, visual identity does not have any significant effect on PED and EWB. In contrast, communication had a significant effect on PED but did not have any effect on EWB, and further, cultural heritage had a positive effect on both PED and EWB. Further, moderator analysis identifies the boundary conditions under which specific theories hold. Practical implications The value of this paper lies in its potential to be used for creating the perfect design planning in retail stores. Significant implications for managers and researchers are highlighted. Originality/value This paper presents an innovative approach to develop the principles of retail store’s PED to support the EWB of consumers.

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“…Yazında ilk başlarda, özellikle 1990'lı yıllarda kullanılan terim "ambient medya" (Simmons, 1995 1 ; Cook ve Woolgar, 1996 2 ; Bainbridge ve Curtis, 1998 3 ; Shankar ve Horton, 1999;Burtenshaw vd., 2014) iken, daha sonraları "ambient reklamcılık" (Luxton ve Drummond, 2000;Reyburn, 2010;Chatterjee, 2011;Jurca, 2012;Jurca ve Ioan, 2013;Maniu ve Zaharie, 2014), "ambient iletişim" (Gambetti, 2010;Graffigna vd., 2011;Biraghi vd., 2015;Rosengren vd., 2015) ve "ambient pazarlama" (Başev, 2015;Bargenda, 2015) ve "sokak pazarlaması" (Saucet ve Cova, 2015) kavramı altında da ambient kavramı incelenmiştir. Ambient, medya olarak ele alındığında "geleneksel olmayan dış mekân" medyası olarak görülür (Shankar ve Horton 1999, s. 2).…”

Section: Ambient Kavramı Ve Ambient Reklamcılıkunclassified

Bir Gerilla Pazarlama Uygulaması Olarak Ambient Reklamcılık (Ortam Reklamcılığı): Basılı Dergi Reklamı ile Ambient Reklamın Etkililik Açısından Karşılaştırılması

Oyman¹,

Özer²

2018

Anadolu Üniversitesi Sosyal Bilimler Dergisi

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Günümüz pazar şartları ve değişen tüketici profili markaları farklı iletişim teknikleri kullanmaya zorlamaktadır. Uygulamada sıklıkla karşılaşılan bu farklı yöntemlerden bir tanesi gerilla pazarlamadır. Gerilla pazarlama, temel felsefesi bağlamında geleneksel olmayan, düşük maliyetli, şaşırtıcı, yaratıcı, kışkırtıcı ve sıra dışı pazarlama faaliyetlerini kapsayan şemsiye bir terimdir. Gerilla pazarlamanın en sık karşılaşılan uygulamalarından birisi ambient reklamcılıktır. Ambient reklamcılık, reklam mesajlarının iletilmesi amacıyla tüketicilerin etkileşim içerisinde oldukları çevresel elemanları kullanan ve bu elemanları reklamcılık açısından anlamlı hale getiren gerilla reklamcılık formudur. Bu çalışmada nicel bir yöntem aracılığıyla bir dergide uygulanan geleneksel reklam ile ambient reklamın etkililik açısından bir karşılaştırılması yapılmış ve tüketicilerin bu reklamlara yönelik tutumları reklamlara yönelik genel inanç değişkeni açısından incelenmiştir. Bu bağlamda genel tarama modeli ile 388 üniversite öğrencisinden anket aracılığıyla veri toplanmıştır. Genel bir sonuç olarak ambient reklamın geleneksel basılı reklamlardan algılanan sürpriz etkisi ve reklama karşı tutum değişkenleri açısından daha etkili olduğu tespit edilmiştir.

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Space design as an expressive device in ambient marketing: Case studies of Deutsche Bank and Banca Monte dei Paschi di Siena

Cited by 8 publications

References 23 publications

Consumer Responses to Creative Media Advertising: A Literature Review

Consumer Responses to Creative Media Advertising: A Literature Review

Antecedents and consequences of physical environment design in international retail stores

Bir Gerilla Pazarlama Uygulaması Olarak Ambient Reklamcılık (Ortam Reklamcılığı): Basılı Dergi Reklamı ile Ambient Reklamın Etkililik Açısından Karşılaştırılması

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