Proceedings of the 2025 International Conference on Global Cultural and Creative Industries (ICGCCI 2025)

<Previous Article In Volume
Next Article In Volume>

Multi-Case Study on the Influential Mechanism of Relationship Quality in Experiential Marketing

Authors
Hu Meng1, *, Linfan Wang1, Xinran Xu1, Zixiao Li1
1College of Biomass Science and Engineering, Sichuan University, Chengdu, 610065, China
*Corresponding author. Email: menghu@scu.edu.cn
Corresponding Author
Hu Meng
Available Online 30 August 2025.
DOI
10.2991/978-2-38476-458-7_6How to use a DOI?
Keywords
Experiential Marketing; Experiential Value Fit; Degree of Experiential Immersion; Business Model Innovation; Grounded Theory
Abstract

This study focuses on how to achieve a high degree of consumer experience value fit and value co-creation, as well as how to promote high-quality marketing effectiveness. Specifically, using semi-structured interviews and desk review methods, a qualitative study was conducted towards six experiential marketing cases based on Grounded Theory. In the process of constructing theoretical models, this article discussed the motivation for the change of customer relationship quality in the effect of experiential marketing and the inducement of business model innovation. In addition, not only the different paths and influence mechanisms of different experiential value fit and different immersion degrees are discussed, but also the critical success factors of experiential marketing are summarized. The significance of this article lies in exploring business model innovation and customer relationship quality improvement in the experience economy era from multi-case perspectives, clarifying the influencing factors and mechanisms of relationship quality in experiential marketing in practical forms.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 2025 International Conference on Global Cultural and Creative Industries (ICGCCI 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
30 August 2025
ISBN
978-2-38476-458-7
ISSN
2352-5398
DOI
10.2991/978-2-38476-458-7_6How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Hu Meng
AU  - Linfan Wang
AU  - Xinran Xu
AU  - Zixiao Li
PY  - 2025
DA  - 2025/08/30
TI  - Multi-Case Study on the Influential Mechanism of Relationship Quality in Experiential Marketing
BT  - Proceedings of the 2025 International Conference on Global Cultural and Creative Industries (ICGCCI 2025)
PB  - Atlantis Press
SP  - 114
EP  - 131
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-458-7_6
DO  - 10.2991/978-2-38476-458-7_6
ID  - Meng2025
ER  -