Unrequited value: The role of curiosity and individualised escape in value creation

[摘要] In marketing, value is linked to products and services, and studied in known contexts from the perspective of customers and companies. This thesis draws attention to value creation through new fleeting offerings that are yet to be studied in marketing. These objects are presented here as 'branded installations'. These installations are unforeseen and offer experiences to people if they choose to interact with them. This study urges for the recognition of fleeting, interactive experiences offered to people and the impact they have on value for brands. This study, therefore, examines the value generated by branded installations. It offers an understanding of new experiences that lack context for consumers. Qualitative analysis establishes the need for curiosity in brand value creation. This thesis benefits from the theories of conceptual art and examines consumer experiences in unexplored contexts. The experiences led by branded installations are presented as highly-individualised escape: as ' secret' escape, 'accidental' escape from marketing, and opportunities of play and escape offered by branded installations. The marketers' perspective along with consumers' response have together led this thesis to present 'Unrequited Value' for brands as their attempts to shine through the clutter of marketing largely fails as consumers personalise their escape.

[发布机构] University:University of Birmingham;Department:Birmingham Business School, Department ofMarketing

[关键词] H Social Sciences;HF Commerce