Marketing experiencial y competitividad empresarial: revisión sistemática

Translated title of the contribution: Experiential marketing and business competitiveness: a systematic review.

María Del Pilar Miranda-Guerra, Saraí Samán-Chingay, Hugo Alberto Benzaquen-Hinope, Rosse Marie Esparza-Huamanchumo*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


The research presents a systematic review on experiential marketing and its relationship with business competitiveness. The study aims to determine the theoretical aspects of the dimensions of experiential marketing that are associated with business competitiveness, providing a better understanding of the experience lived by consumers, as a marketing tool; through emotions, and its relationship with the competitiveness of organizations, determining. The methodology used is the systematic review of research indexed in scientific journals, the inclusion criteria address the temporality of research 2015-2022. It is concluded that experiential marketing offers favorable experiences of impact to consumers, strengthening the relationship with the consumer through a differentiating effect, provided by the actions in the dimensions; sensations, feelings, thoughts, actions and relationships. The main finding reveals that the application of experiential marketing strategies has an indirect impact on business competitiveness using as mediating variables the correct use of resources, innovative marketing actions that result in consumer satisfaction and retention, and finally profitability.

Translated title of the contributionExperiential marketing and business competitiveness: a systematic review.
Original languageSpanish
Pages (from-to)1386-1401
Number of pages16
JournalRevista Venezolana de Gerencia
Issue number10
StatePublished - 6 Dec 2023


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