Consumer Perceptions of Cross Promotional Strategies: Exploratory Research in the Music and Fashion Industries

The aim of this study was to explore how cross-promotion and experiential marketing influence brand building within the context of the music and fashion industries. A-B testing was used to collect data on user perception of different design elements on a point-of-purchase web page. The data was analyzed to determine which design elements were most successful in positively influencing purchase intent of the user. Overall, the participants is this study favored the treatment websites (58% average) to the control websites (42% average). To appeal to the consumer and begin the experiential marketing process for an event, a website should contain a mixture of professional and crowd-sourced media. However, the participants in this study significantly favored the websites with improved photographs (75% to 25%) and user defined content (75% to 25%). The Recommendations were presented for best practices in designing a brand-building website that will provide the user with an immersive purchase experience