Contribution of Experiental Marketing to Brand Loyalty

Ahmadi, Elaheh (2012) Contribution of Experiental Marketing to Brand Loyalty. Masters thesis, Multimedia University.

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Abstract

This study was conducted to examine the contribution of the three dimensions of experiential marketing to brand loyalty: sense perception,think perception and perceived service quality. The results of this study prove that experiential marketing contributes to brand loyalty mainly through sense perception and perceived service quality. The outcomes of this study may help marketing managers to understand customers' experiences deeper and accordingly,let them to conduct effective experiential marketing approach through creating unforgettable experiences and stimulating customers' perceptions in order to gain brand loyalty

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Management (FOM) > MBA Programme
Depositing User: Users 1102 not found.
Date Deposited: 12 Dec 2012 03:03
Last Modified: 12 Dec 2012 03:03
URI: http://shdl.mmu.edu.my/id/eprint/3676

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