EXPERIENTIAL MARKETING: THE CASE OF MUSICAL EVENTS IN THE SHOPPING

Authors

  • Ana Akemi Ikeda Universidade de São Paulo
  • Edson Crescitelli Universidade de São Paulo
  • Rogério Miola Fundação Armando Álvares Penteado

Abstract

Generating visitor traffic is becoming a challenging task as shopping centers market is growing in Brazil and being more competitive. From this perspective, the objective of this article is to study the experience provided by musical events in malls. For this purpose, besides the bibliographic research about the subject, a musical project idealized by Shopping Anália Franco, in São Paulo City, was analyzed. This project aimed to enhance visitors frequency and time at the shopping, as well as, sales. This study was complemented with a field research whose interviewees were the spectators in the events. The results showed that this form of experience can benefit the place in terms of more satisfaction and affinity, better image, new consumers and more sales and visitors.

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Author Biographies

Ana Akemi Ikeda, Universidade de São Paulo

Professora livre-docente do Departamento de Administração da FEA/USP. Vice-coordenadora do MBA Marketing da FIA (Fundação Instituto de Administração).

Edson Crescitelli, Universidade de São Paulo

Professor doutor da FEA/USP.

Rogério Miola, Fundação Armando Álvares Penteado

Professor de marketing da FAAP (Fundação Álvares Penteado) e FIA (Fundação Instituto de Administração), mestre em administração pela PUC/SP, gerente de marketing do Shopping Anália Franco.

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Published

2008-07-24

Issue

Vol. 6 No. 3 (2005)

Section

Presentation

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