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

Skandalis, Alexandros, Byrom, J ORCID: 0000-0001-9274-5322 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.

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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:	Article
Depositing User:	Symplectic Admin
Date Deposited:	04 Apr 2019 13:07
Last Modified:	19 Jan 2023 00:55
DOI:	10.1016/j.jbusres.2018.12.056
Related URLs:	Publisher
URI:	https://livrepository.liverpool.ac.uk/id/eprint/3035816