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04 June 2021
Journal of International Food & Agribusiness Marketing
Special Issue Editor(s)
Dr. Marzia Ingrassia,
Università degli Studi di Palermo, Palermo, Italy
Professor Stefania Chironi,
Università degli Studi di Palermo, Palermo, Italy
Dr. Claudio Bellia,
Università degli Studi di Catania, Catania, Italy
Experiential Marketing: Perspectives from the International Agro-food Sector
Internationalization in the food sector has increased over the past few decades, resulting in consumers finding little differentiation between food products, and consumers who are less loyal to the brand. To help overcome this, food companies are trying to shift the consumer’s attention from the product itself toward other elements, such as the experience they have with the brand/product and their ensuing emotions, through Experiential Marketing. The rise of Experiential Marketing has led to businesses advertising and selling their offering based on experiences rather than just the characteristics and qualities of the product, resulting in consumers being increasingly motivated by emotional factors in their purchasing choices.
Experiential Marketing in the food industry may arise from many factors and can change a consumer’s perception of the brand. For example, if a food brand or product provides a positive experience for consumers (e.g. through arousing pleasant feelings), it leaves positive emotions in their minds and contributes to creating emotional value with that brand or product. Such experiences are not self-generated but induced from the outside with different stimuli that consist of pre- and post-purchase marketing initiatives. Businesses need to recognise a good experience should be embedded in the 'value proposition' of every product as the consumer wants to buy a pleasant and engaging experience, and this will help consolidate a successful brand.
Experiential Marketing has the potential to be effectively applied in the agro-food sector and significantly influence consumer’s food purchasing choices. Experiences can derive from direct observation or participation in events, be these real, imaginary or virtual. Marketing studies view experience as an expression of different components (cognitive, emotional, and sensorial) due to the multi-dimensional nature of human personality, which influences buying and consumption behaviour. Today more than ever, emotions play an important role in the marketing of agro-food products, so if a producer wants consumers to be engaged with its brand, it must start with an emotional appeal. Hence, companies in the agro-food sector are increasingly offering experiential services to promote their products and develop their competitive advantage, so highlighting Experiential Marketing may become a strategic tool through which agribusinesses may increase the value of their brand.
This special issue looks to explore Experiential Marketing in the agro-food sector and provide insights of its effects on consumer engagement through an interdisciplinary perspective. It looks to examine the mediation mechanism and the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion. High quality research on understanding the concepts and ideas of Experiential Marketing most effective in the agro-food sector is the central topic of this special issue.
Papers submitted for the special issue should contribute to scientific topics relevant to Experiential Marketing and may be relevant to any level of the agro-food system. Topics may come from any area of experiential marketing including, but not limited to:
- Marketing of foods from an experiential perspective;
- Experiential marketing for international foods: information and experience;
- Traditional versus Experiential Marketing in the agri-food industry;
- Consumers preferences, brand experience and brand loyalty;
- Experiential marketing, food experience, and the Internet;
- Consumer sensory and emotional experience and preferences of food products;
- Food markets, grocery stores and restaurants: Use of experiential marketing;
- Experiential marketing and territorial local agricultural policies.
Innovative studies based on a broad coverage of methods and theories will be the building blocks of this special issue on Experiential Marketing in the International Agro-food Sector. Papers should pertain to the Aims and Scope of Journal of International Food & Agribusiness Marketing.
Informal enquiries are welcome to Dr. Marzia Ingrassia at [email protected]
Looking to Publish your Research?
We aim to make publishing with Taylor & Francis a rewarding experience for all our authors. Please visit our Author Services website for more information and guidance, and do contact us if there is anything we can help with!
- The deadline for the submission of complete papers for this special issue is 4th June 2021.
- Prior to submission please visit the author guidelines for Journal of International Food & Agribusiness Marketing on the journal home page at https://www.tandfonline.com/loi/wifa20.
- For this Special Issue the page limit for your paper is 30 double spaced pages including reference list and tables / figures / appendices, utilizing 12-point Times New Roman font and 1 inch margins all round.
- Please include a word count for your paper.
- All submissions should clearly state that they are submitted for this special issue in the letter to the editor, and authors should select 'Experiential Marketing' when submitting their paper to ScholarOne.
- Journal of International Food & Agribusiness Marketing aims to publish the Special Issue early in 2022.
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