Contribution Of Experiential Marketing To Brand Loyalty

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In the experience economic stage, creating unforgettable experiences by the means of experiential marketing for customers helps businesses to create brand loyalty in order to gain more market share in highly competitive food service industry. However, few studies were conducted to examine the contribution of experiential marketing to the success of businesses. Hence, for the current study three hypotheses were developed to examine the contribution of the three dimensions of experiential marketing to brand loyalty: sense perception, think 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. The results may lead businesses to deeper understanding of which experiences customers really need and want.

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Additional information

Research Author

Elaheh Ahmadi

Supervisor

Dr. Mohd Fauzi Bin Shaffie

Research Location

Kuala Lumpur and Selangor, Malaysia

Data Type

Primary

Sampling Size

195

Language

English

Year Created

2012

Type

e-book, pdf, Full Research

intllab-mmu

Multimedia University (MMU), a tertiary education institution set up through Universiti Telekom Sdn Bhd (UTSB), a wholly owned subsidiary of TM, fulfils the noblest of corporate social responsibilities – taking up the challenge of educating the next generation the nation’s leaders and knowledge workers. As the first private university in Malaysia, MMU developed the pioneer model for the successful establishment of private universities in the nation, paving the way for the growth of the private tertiary education sector. As the university at the heart of the MSC, MMU also serves as a catalyst for the development of the high tech ICT industry of the nation, parallel to the Silicon Valley-Stanford model in the United States.