The young generation of today is extremely brand conscious and wants to experience the best that life has to offer. They are willing to spend a premium for products and services that offer them an unforgettable experience. This has led to the emergence of experiential marketing as a powerful tool for differentiating brands, especially in the luxury sector.
Hotels in the luxury domain are utilizing experiential marketing to create memorable experiences for their guests. From providing personalized service to offering unique amenities and activities, these hotels are going above and beyond to make sure that their guests have a truly one-of-a-kind experience. As a result, experiential marketing is quickly becoming an essential part of the hospitality industry in India.
The research found that when a celebrity endorses a brand, the consumer is more likely to transfer the positive meaning associated with the celebrity to the brand. However, the research also found that the celebrity’s meaning can change over time, which can then affect the consumer’s perception of the brand. Therefore, it is important for companies to monitor the meanings associated with their celebrities in order to ensure that the brand’s image is not affected, which turns out to be a celebrity endorsement strategy. According to research, most meanings are transferred to a brand via endorsement. The possibility of reverse meaning transfer and the change of celebrity meanings over time were also observed. In order to understand how meanings are transferred, researchers looked at how endorsements affect consumer’s perceptions of a brand.
It is no secret that advertising and branding strategies have been incorporating social media influencers into their campaigns in recent years. With the rise of platforms like Instagram and YouTube, influencers have become increasingly popular and influential among young people. A study by the Pew Research Center found that nearly 60% of Americans ages 18-29 say they have learned about branding and advertising through social media platforms. So for those who are in their early 20’s & 30’s it is an experiential marketing strategy which they follow to grow in this field.
The recent study showed the celebrity’s image is associated with the brand, and over time, the celebrity’s image can change the meaning of the brand. Additionally, advertising research found that the celebrity’s image can be used to create a new meaning for the brand, which can be different from the original meaning of the brand. This research provides valuable insights into how brands can use endorsements to create or change meaning.
The celebrity endorsement effect is a well documented and powerful advertising tool.
First we hypothesized that celebrities can transfer both positive and negative meanings to products they endorse.The present study sought to fill this gap by developing a model of meaning transfer in celebrity endorsements.
This type of marketing focuses on creating memorable experiences that customers can associate with the brand, rather than simply presenting them with a product. For hotels, experiential marketing can take many different forms, from providing VIP treatment to hosting exclusive events. However, one of the most effective ways to create an unforgettable experience is to cater to the young generation. By understanding the needs and desires of young people, hotels can create truly unique experiences that will appeal to this important demographic. In India, where the luxury hotel sector is booming, experiential marketing is becoming increasingly important.
Youth today are very different from previous generations. They are more tech savvy, have different tastes and preferences and are always looking for new experiences. This has led to a change in the way businesses need to market their products and services. Experiential marketing is a type of marketing that focuses on creating experiences for customers that they will remember and associate with the product or brand. It is a relatively new concept but it is one that is growing in popularity, especially in the luxury sector. This paper explores the application of experiential marketing by hotels in India. A total of five leading luxury hotel chains were selected and the marketing heads of these hotels were interviewed in order to understand the experiential marketing practices used by them.