Skip to main content

Rethinking place atmospheres in marketing theory

This article delves into the experiential atmospheres of places, specifically focusing on football matches to challenge existing marketing theories. It critiques the conventional view of place atmosphere as a controllable, contained, and uniform entity. Instead, the authors propose a more spatially and temporally porous understanding, emphasizing how memories, routines, and future expectations intricately shape the present atmosphere. Through a study of Manchester City Football Club, the article explores how past experiences, disrupted routines, and anticipated outcomes influence the atmosphere within and beyond the stadium, arguing for a re-evaluation of how marketing considers the dynamic and multi-faceted nature of place atmospheres.

Back to top