Marketing, Creativity and Experiential Design (PDF)

Marketing, Creativity and Experiential Design   Marketing, Creativity and Experiential Design Edited by Nelson de Matos, Manuela Guerreiro, Patrícia Pinto and Júlio Mendes  Marketing, Creativity and Experiential Design Edited by Nelson de Matos, Manuela Guerreiro, Patrícia Pinto and Júlio Mendes This book first published 2021 Cambridge Scholars Publishing Lady Stephenson Library, Newcastle upon Tyne, NE6 2PA, UK British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Copyright © 2021 by Nelson de Matos, Manuela Guerreiro, Patrícia Pinto, Júlio Mendes, and contributors All rights for this book reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner. ISBN (10): 1-5275-7557-8 ISBN (13): 978-1-5275-7557-8  TABLE OF CONTENTS List of Figures........................................................................................... vii List of Tables ............................................................................................. ix Preface ........................................................................................................ x Part I - Marketing, Experiential Design and Innovation Chapter One ................................................................................................ 2 Experience Marketing—Systematic Literature Review: Identifying Future Avenues Nelson de Matos, Julio Mendes, Manuela Guerreiro Chapter Two ............................................................................................. 20 Innovation through the Experience Economy: The Synergy between Products, Services, and Experiences Mohammad Bagheri, Cláudia Braga da Cunha Part II – Branding, Identity and Product-Service Design Chapter Three ........................................................................................... 44 Old Species, New Products: Creative Seafood and Sustainability Jorge Ramos, Pedro G. Lino Chapter Four ............................................................................................. 57 A Study of Colour Preferences on Packaging Considering Customers’ Connotations: Insights from Iranian Saffron Armita Serajzahedi, Seyed Hashem Mosaddad, Neda Shokranipour, Mahtab Khavareh, Niloufar Vasetipour  Table of Contents vi Part III - Digital Marketing, Interaction Design and Human-Centred Design Chapter Five ............................................................................................. 74 Marketing and Design Intersections Vladislav Shvedchikov, António Lacerda Chapter Six ............................................................................................... 85 From Digital Marketing to Marketing Automation: Practices and Answers of the Portuguese Hotel Sector Pedro M. Cascada, Marisol B. Correia, Nelson de Matos, Carlos M.R. Sousa, Célia M.Q. Ramos Part IV - Research Methodologies Developments in Design Management and Marketing Chapter Seven ......................................................................................... 104 Design Thinking: A Path Towards Designerly Way of Place Branding Homayoun Golestaneh, Manuela Guerreiro, Patrícia Pinto Chapter Eight .......................................................................................... 116 A Proposal for an Adaptive Method for the Marketing of New Products in SME’s: An Approach based on Design María Alejandra Borbón-Fortunato, Ana María Torres-Caballero, José Javier Aguilar-Zambrano Part V - Marketing, Creativity and Experiential Design: Future Avenues Chapter Nine ........................................................................................... 150 European Enhancement of Cultural and Creative Tourism: An Overview Cláudia Helena N. Henriques Chapter Ten ............................................................................................ 166 Identifying Students’ Preferences to Design Pleasant Learning Environments Armita Serajzahedi, Seyed Hashem Mosaddad Bibliography ........................................................................................... 180 Contributors ............................................................................................ 219  LIST OF FIGURES FIG. 1-1 DOCUMENTS DISTRIBUTION PER YEAR (1982-2017). ..................... 5 FIG. 1-2 DOCUMENTS PUBLISHED PER SCIENTIFIC JOURNAL (1982-2017 ............................................................................................ 7 FIG. 1-3 DOCUMENTS DISTRIBUTION PER COUNTRY (1982-2017) ................ 8 FIG. 1-4 DISTRIBUTION BY AUTHOR (1982-2017). ...................................... 9 FIG. 1-5 LITERATURE REVIEW, MAP OF MAIN ITEMS PER AREA ................. 10 FIG. 1-6 BUSINESS AREA ........................................................................... 11 FIG. 1-7 TOURISM AREA ............................................................................ 12 FIG. 1-8 MARKETING AREA ....................................................................... 13 FIG. 1-9 EMERGENT AREA OF RETAIL ....................................................... 14 FIG. 1-10 MAIN AREAS NETWORKING, TIME SERIES (1982-2017) ............ 15 FIG. 1-11 MARKETING DENSITY MAP (1982-2017) ................................... 17 FIG. 2-1 CONCEPTUAL MODEL, INNOVATION IN EXPERIENCE ECONOMY .. 39 FIG. 4-1 SIGNIFICANT QUALITIES OF PEOPLE FROM GUANAJUATO. PROPER ELABORATION BASED ON THE RESULTS OF THE SURVEY ...................... 67 FIG. 4-2 MOST REPRESENTATIVE GUANAJUATO TRADITIONS. PROPER ELABORATION BASED ON THE RESULTS OF THE SURVEY. ..................... 70 FIG. 4-3 MOST REPRESENTATIVE GUANAJUATO PRODUCTS. PROPER ELABORATION BASED ON THE RESULTS OF THE SURVEY. ..................... 71 FIG. 5-1 MARKETING AND DESIGN INTERSECTIONS .................................. 76 FIG. 5-2 DESIGN THINKING APPROACH ..................................................... 80 FIG. 5-3 MARKETING AND DESIGN TOUCHPOINTS ..................................... 81 FIG. 5-4 MASS CUSTOMIZATION TOUCHPOINTS ........................................ 83 FIG. 6-1 SAMPLE CHARACTERIZATION SUMMARY .................................... 90 FIG. 6-2 ANNUAL BUDGET INVESTED IN MARKETING BY NUMBER OF STARS ............................................................................................. 91 FIG. 6-3 USE DIGITAL MARKETING (LEFT) AND DIGITAL MARKETING BUDGET (RIGHT) .................................................................................. 92 FIG. 6-4 OBJECTIVES TO BE ACHIEVED WITH DIGITAL MARKETING STRATEGIES ......................................................................................... 94 FIG. 6-5 CREATION OF NEW CONTENTS ...................................................... 95 FIG. 6-6 PLATFORMS USED ........................................................................ 96 FIG. 6-7 PAID ADVERTISING PLATFORMS USED .......................................... 98 FIG. 6-8 INDICATORS USED TO MONITOR BUSINESS OBJECTIVES ................ 99 FIG. 7-1 THEORETICAL CONTRIBUTIONS ................................................. 113  List of Figures viii FIG. 8-1 STEPS OF THE METHODOLOGY .................................................... 125 FIG. 8-2 METHODOLOGY FLOW ............................................................... 127 FIG. 8-3 INITIAL PROPOSITION (SOURCE: OWN ELABORATION). .............. 130 FIG. 8-4 A METHODOLOGICAL MODEL BASED ON CO-DESIGN WITH MANAGERS (SOURCE: OWN ELABORATION). ...................................... 133 FIG. 8-5 ALIGNMENT TO ACHIEVE THE MARKETING STRATEGY PLANNING (SOURCE: OWN ELABORATION). ........................................................ 135 FIG. 8-6 MAP LEGENDS (SOURCE: OWN ELABORATION) .......................... 138 FIG. 8-7 BASIC DEFINITIONS ABOUT PHASES AND FACTORS OF COMPETITIVENESS (SOURCE: OWN ELABORATION) ........................... 139 FIG. 8-8 BASIC DEFINITION OF THE METHOD PARTS (SOURCE: OWN ELABORATION) .................................................................................. 140 FIG. 8-9 BOOKLET COVER -COMPETENCE ANALYSIS (LEGENDS OF FIGURE IN SPANISH) ....................................................................................... 142 FIG. 8-10 INSTRUCTIONS AND RELATED INFORMATION TO OTHER PHASES (SOURCE: OWN ELABORATION) ......................................................... 143 FIG. 8-11 THE BRANDS DNA TOOL (SOURCE: OWN ELABORATION) ........ 145 FIG. 8-12 CAPABILITIES ........................................................................... 146 FIG. 10-1 HIERARCHY OF ERGONOMICS AND HEDONOMICS (HANCOCK ET AL., 2005) ..................................................................................... 169 FIG. 10-2 SUMMARY OF UTILITIES .......................................................... 177 FIG. 10-3 IMPORTANCE SUMMARY .......................................................... 178  LIST OF TABLES TABLE 4-1 INTERPRETATIONS OF THE WORD GUANAJUATO ON THE PART OF THE INFORMANTS. ........................................................................... 62 TABLE 4-2 RESULTS OF QUESTIONNAIRE – IMPORTANCE OF CATEGORIES ................................................................................... 62 TABLE 4-3 RESULTS OF QUESTIONNAIRE - MOST AFFECTIVE CATEGORIES AND CONNOTATIONS ...................................................... 62 TABLE 4-4 RESULT OF ADAPTING OPTIONS WITH COLOURS ..................... 63 TABLE 4-5 COLOURS - SAMPLE AND CODE ............................................... 64 TABLE 4-6 COMPARING THE APPEARANCE FEATURES OF EXISTING SAFFRON PACKAGES SAMPLES ............................................................ 65 TABLE 4-7 FREQUENCIES OF THE APPEARANCE FEATURES OF EXISTING SAFFRON PACKAGES SAMPLES ............................................................ 65 TABLE 4-8 CARD ID GENERATED BY CONJOINT ANALYSIS SYSTEM ......... 66 TABLE 4-9 AVERAGED IMPORTANCE SCORE ............................................. 68 TABLE 4-10 OVERALL STATISTICS ............................................................ 68 TABLE 4-11 TOTAL UTILITY VALUE ......................................................... 69 TABLE 10-1 RESULTS OF INTERVIEWS - DESCRIBING THE ATTRIBUTES OF A PLEASANT LEARNING ENVIRONMENT ......................................... 172 TABLE 10-2 RESULTS OF QUESTIONNAIRE – THE MOST AFFECTIVE OPTIONS FOR EACH ATTRIBUTE .......................................................... 173 TABLE 10-3 CARD ID GENERATED BY CONJOINT ANALYSIS SYSTEM ....... 174 TABLE 10-4 AVERAGED IMPORTANCE SCORE ......................................... 174 TABLE 10-5 OVERALL STATISTICS .......................................................... 175 TABLE 10-6 TOTAL UTILITY VALUE ......................................................... 176  PREFACE Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large" (American Marketing Association 2015). On the other hand, design is regarded as a human-centred approach to innovation, focusing on developing meaningful solutions for customers. Combining these two approaches has led to an increase of interest in understanding the contributions of design and design management to the marketing strategy. One of the reasons for such interest in both disciplines lies in the difficulties firms face in achieving customer satisfaction. In effect, design has been a critical factor in managers' decision-making and operational processes to answer the new way consumers perceive, consume and act upon services and products. This recognition regarding marketing design research has grown significantly during the last decade of the 20th century and arrived long after Kotler and Rath's claim in the 80's that marketing needed design. Such suggestion resulted from the role and importance of Marketing and design intersections to: Marketing, experiential design and innovation - the experience marketing, centred on the consumers' subjective evaluation and consumption, requires creativity to build new stages to reach consumers and get their attention and emotional responses to establish a higher degree of product connection with organizations' brands. Designing creative products and packaging preferences - new product development can change the market because sustainable approaches require creativity to transform old products into new ones. In addition, customers' preferences are also evolving in the same direction, leading to the use of colour as an instrument to get customer preference. Digital marketing, interaction design and Human-centred design - the experience of consumers was extended to the digital market, allowing for new ways to create, engage and involve customers. User Experience, User-generated content, SEO, SEM, among others, became new terminologies to help consumers' experience in this new world. The digital market also permitted the development of new markets (e.g. social marketing, Internet of things, and marketing automation). The Human-centred design and the environmental setting in which organizations operate and customers act  Marketing, Creativity and Experiential Design xi requires a design approach to assist and enhance these interactions between the offer and demand sides. Research methodologies developments in Design management and marketing - mix-method approach between academia and industry managers have become the norm. New techniques and methodologies in understanding the consumers' experience and journey throughout the different platforms and channels are required. Firms and marketing managers also need user- friendly design and insights on improving service efficiency, quality, and, mostly, consumers' experience. Marketing, Creativity and Experiential Design: future avenues - anticipating the future is a critical task to be accomplished without neglecting the past and present state of the art. The existing routes and future avenues among extant theoretical and empirical frameworks provide marketing and design crucial challenges for acquiring and retaining consumers. Nevertheless, marketing and design intersection studies are lacking, remaining a modest topic despite its importance and previous attention. For instance, several academics and practitioners have started to examine design as a strategic approach considering that it could be a valuable way to innovate and address customers' needs with impact in redesigning business models. Firms also became aware that design can improve products' aesthetics and functionalities, influencing consumption choices. Thus, it is fundamental to understand the consumer target behaviour to translate the marketing strategy into relevant iconographic images. Design is generally seen as a combination of artistic, communicative and strategic measures or as art. Therefore, we aim to understand and explore the marketing and design framework and find its intersections to identify challenges and opportunities. In effect, marketing and design require an integrated approach to convey different perspectives, particularly creativity, stimuli, and emotions. Today like tomorrow, product and service brands need to be designed, delivered and managed as a holistic and meaningful experience. This marketing perspective highlights consumers' emotional responses and involvement in co-creation activities. It also emphasizes customers engagement as a critical variable to awaken and generate specific responses, purchase decisions, and brand attachments during experiential consumption. Thus, creativity, innovation and distinctiveness are determinants for design success, providing differentiation and added value to products and services. In other words, design provides a unique opportunity for organizations to gain a competitive advantage in their daily battle in acquiring a unique  Preface xii selling proposition and a high level of brand awareness in the market. Thus, the challenge lies in finding and understanding the synergies between these two areas. The existing literature recognizes fruitful research avenues. One of these avenues is design and environmental cues (e.g., atmospherics and servicescapes) influence on customers' behavior and emotions. It is also unclear how to incorporate art, design, or aesthetics in decision- making from the marketing perspective. This gap emphasizes that there is still much to be known about design and its influential role in marketing. Thus, the task for any marketer and designer lies in overcoming these gaps and strengthening marketing and design interplay.  PART I – MARKETING, EXPERIENTIAL DESIGN AND INNOVATION  CHAPTER ONE EXPERIENCE MARKETING — SYSTEMATIC LITERATURE REVIEW: IDENTIFYING FUTURE AVENUES NELSON DE MATOS, JULIO MENDES, MANUELA GUERREIRO Introduction The concept of experience marketing (EM) has been a challenging theme for many researchers over the past few decades (Holbrook et al. 1984; Hudson and Ritchie 2009; Alagöz and Ekici 2014; Nasution et al. 2014; Tao 2014). This is mainly because of consumers’ new needs and new trends, but it is also due to the highly competitive arena in which managers and stakeholders must operate. In this environment, managers seek to gain a competitive advantage by setting the correct positioning strategies, as Crompton, Fakeye, and Lue (1992) and Pike (2012) suggested, and by creating, using and developing brands that sell experiences (Pine and Gilmore 1998). Therefore, a better comprehension of EM is necessary, since the success and survival of many organisations depends on selling experiences. In this regard, to understand it, scholars and managers have to “look back into the past” and identify “tendencies to anticipate the future” (Saur-Amaral, Ferreira, and Conde 2013: 35). Moreover, a systematic literature review covering 35 years of research, describing the key contributors’ authors, research areas and clustered topics, is missing. From this literature analysis, potential gaps can be identified, and new or old avenues of research can be rediscovered or strengthened. Thus, this paper’s main goal is to identify the research gaps in the experiential marketing (EM) area. For this goal, the following specific objectives were set:  Experience Marketing—Systematic Literature Review 3  To provide an overview of the main contributors to the EM framework.  To identify the main areas of research within the EM.  To find out the main clusters and items (or research topics) studied until the present. Therefore, this paper will first address the literature review, followed by the methodology and systematic literature review procedures as identified by Saur-Amaral et al. (2013). In the section ‘Systematic Literature Review’, the search steps and filtering procedures are explained, followed by the descriptive statistics. Then, the bibliometric networks will be presented, and potential research gaps identified. Lastly, conclusions are presented. Literature Review The EM construct has been recognised in the literature since Balderston’s (1925) initial work on co-production in the milk industry, followed by Martineau’s (1958) discussion of store personality and Holbrook and Hirschman’s (1982) reinforcement of fun and fantasies as relevant aspects of consumers’ needs and wants. Since the 1990s, three seminal works have been published that have captured the attention of academics and practitioners. The first of these was the introduction of the Experience Economy concept by Pine and Gilmore (1998); the second was Schmitt’s (1999) book, which made an initial attempt at bordering/framing the construct; the third was Brakus, Schmitt, and Zarantonello’s (2009) brand experience scale. The deep impact of these authors’ works at the end of the millennium was followed by many other authors addressing conceptual and theoretical reviews (e.g. Oh, Fiore, and Jeoung 2007; Tynan and McKechnie 2009; Verhoef et al. 2009), consumer behaviour (e.g. Akgün, Koçoğlu, and İmamoğlu 2013; Krishna and Schwarz 2014; Gilovich, Kumar, and Jampol 2015; Lemon and Verhoef 2016), brand and brand experience (e.g. Brakus et al. 2009; Khan and Rahman 2015), festivals (Akyildiz and Argan 2013; Lee and Chang 2016), and many other related topics (Petrick 2002; Quadri- Felitti and Fiore 2012). The need to establish an emotional brand attachment (Schmitt 2013; Khan and Rahman 2015; Schmitt, Joško Brakus, and Zarantonello 2015) with consumers has been repeated. The reason lies in what consumers nowadays seek, which is neither simply goods nor services but the benefits of the experience consumption provides (Pine and Gilmore 2011). In this cluttered market, managers need to understand the subjective and composite