Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture

Skandalis, Alexandros and Byrom, John and Banister, Emma (2019) Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture. Journal of Business Research, 97. pp. 43-50. ISSN 0148-2963

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Abstract

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.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Business Research
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/1400/1406
Subjects:
ID Code:
130235
Deposited By:
Deposited On:
24 Dec 2018 00:41
Refereed?:
Yes
Published?:
Published
Last Modified:
20 Sep 2020 05:17