Abstract
This study deals with classification of various approaches regarding consumer experience, core characteristics, and contribution of experiential marketing. This study classifies seven approaches regarding consumer experience into 4 broad views (1)experience as experiential brand concept, 2)experience as a behavior, 3)experience as a behavior focusing on an affect, 4)experience as a holistic experience. Each of these 4 views of experience as well as the seven approaches is further explained in details. Five core characteristics of experiential marketing are suggested: l)forming a deep relationship between a customer and a brand, 2)being related to personal final values, 3)holistic experience with a brand, 4)fun, pleasure, and immersion, and 5)keeping customers through customer satisfaction and giving impression to a customer. Five propositions based on these core characteristics are suggested. The contribution of experiential marketing is suggested.
