What is it about?
This paper investigates the impact of experiential marketing on brand equity. Situational dimensions, word of mouth, interaction, price and experience are considered. A positivist approach via questionnaire was designed, validated and randomly distributed to customers of Samsung home appliances in Isfahan. In analysing the data, structural equation modelling with PLS was used.
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Why is it important?
Evaluation of perceptions of customers towards a brand, as an organisations’ intangible asset regarding experiential marketing has become much more important for companies.
Perspectives
The results showed that all dimensions of experiential marketing have a meaningful and positive impact on brand equity from the viewpoint of customers of the Samsung brand. It also indicates that among the various dimensions, experience has the greatest impact and other dimensions were effective in the following order: word of mouth, price, interaction and situation. The research outcome can serve as a guide for marketing managers, especially national managers of Samsung products to promote their brand through experiential marketing tools.
Dr Majid Mohammad shafiee
Department of Management, Faculty of Administrative Sciences & Economics, University of Isfahan
Read the Original
This page is a summary of: The effect of experiential marketing on brand equity: study of a home appliances manufacturing group, International Journal of Business Innovation and Research, January 2019, Inderscience Publishers,
DOI: 10.1504/ijbir.2019.10023345.
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