Studying the Effect of Mixed Experiential Marketing on Brand Equity and Brand Image (Case Study: Royal Mattress Brand)

Document Type : Research Paper

Authors

1 Ph.D. in Management, University of , Tehran, Iran

2 MSc. in Executive Management, Faculty of Human Science, University of Kashan, Kashan, Iran

Abstract

Experiential marketing is one of the newest methods of marketing that has attracted customers of the target market through the related connections of brand equity and brand image. This study has investigated mixed experiential marketing on brand equity and brand image in Royal Mattress Company. Research population includes 435 clients of this company and, based on the MORGAN table, the sample size was measured to be 204. Required data were collected through a questionnaire. Then, the data were analyzed using AMOS Software for Structural Equations. Overall, the results showed that the mixed experiential marketing has direct effects on brand equity and brand image and “the word of mouth” is the most effective component of experiential marketing. Consequently, using experiential marketing is an efficient method to create a proper mentality; therefore, in that case the companies can make their brand known as an excellent and valuable brand in the minds of the public.

Keywords

Main Subjects


References
Aaker, D.A. (1991). Managing Brand Equity. The Free Press, NewYork, NY.
Aronne, C., Reis, M. & de Vasconcelos, L. (2009). The Impact of Experiential Marketing on the Customer’s Perception of a Brand’s Essence. XXXIII Encontro da ANPAD, 19-23.
Faircloth, J.B., Capella, L.M. & Alford, B.L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory Practice, 9(3), 1-75.
Freemantle, D. (1999). What customers like about you: adding emotional valuefor Service Excellence and Competitive Advantage. Nicholas Brealey, London.
Garver, M. S., Mentzer, J.T. (1999). Logistics research methods: Employing structural equation modeling to test for construct validity. Journal of Business Logistics, 20(1), 33-57.
He, Y., & Lai, K. K. (2012). The effect of corporate social responsibility on brand loyalty: The mediating role of brand image. Total Quality Management & Business Excellence, 25(3-4), 249-263.
Hoe, S.L. (2008). Issues and procedures in adopting structural equation modeling technique. Journal of applied quantitative methods, 3(1), 76-83.
Hultén, B. (2011). Sensory Marketing: The Multi-Sensory Brand Experience Concept. European Business Review, 23(3), 256-273.
Hamidianpour, F. & Pour Dehqan, A. (2015). Studying the effect of marketing mix on Brand equity (Case Study: Mobile Phone Brands). Journal of Business Studies, 13(70), 55-70. (in Persian)
Keller, K. L. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing, 51(1), 1-22.
Keller, K.L. (2001). Building Customer-Based brand equity. Marketing Management, 10(2), 14-19.
Kim. J.H. & Hyun, Y.J. (2010). A model to investigate the influence of marketing mix efforts and corporate image on brand equity in the IT software sector. Industrial marketing Management, 1(15), 424-438.
Kline, R. B. (2010). Principles and practice of structural equation modeling
(3rd ed.). Guilford Press, New York, NY.
Krishna, A. & Schwarz, N. (2014). Experiential marketing, embodiment and grounded cognition: A review and introduction. Journal of Consumer Psychology, 24(2), 159-168.
Liao, S. & Cheng, C. C. (2014). Brand equity and the exacerbating factors of product innovation failure evaluations: A communication effect perspective. Journal of Business Research, 67(1), 2919-2925.
Lien, C. H., Wen, M. J., Huang, L. Ch. & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218.
Martínez, E. & Pina, J.M. (2003). The negative impact of brand extensions on parent brand image. Journal of Product & Brand Management, 12(7), 432-448.
Minghui, Q. & Jingjing. H. U. (2009). Marketing Mix Research of Information Retrieval Service under the Experiential Economy Background. Summit International Marketing Science and Management Technology Conference, China (Tianjin), (December 13), 209-215.
Nezami, P. (2012). Studying relation of using of five senses (Experiential brand) and brand equity: (Case study: Top 100 Brand in 2010). Master's thesis. (in Persian)
Pahome, T. & Amorntatkul, N. (2011). How sensory marketing applies to the hotel and restaurant industry in order to influence customer’s behaviour in Thailand. Available in: http://mdh.diva-portal.org/smash/get/diva2:426249 /FULLTEXT01.
Piaralal, Sh. & Mei Mei, T. (2015). Determinants of Brand Equity in Private Healthcare Facilities in Klang Valley, Malaysia. American Journal of Economics. 5(2), 177-182.
Qian, M. & Lui, Y. (2009). The SWIPE Strategy of Experiential Marketing Mix: A Case Study of GERAGEM. Journal of Chinese Marketing, 2 (1), 78-87.
Qasabian, N. & Ahmadi, M. (2015). The relationship between image and brand awareness with brand equity from insurers' point of view in Asia Insurance Company of Mazandaran Province. Annual Management and Economics Conferences.Tehran (December 18). (in Persian)
Rahimnia, F. & Basir, L. (2014). A conceptual framework for measuring the effect of Eperiential marketing on formulation of customers' intentions in service organizations. International Management Conference. Tehran (November 22) (in Persian)
Rahimnia, F., Poursalimi, M. & Basir, L. (2015). Studying the relationship between experiential marketing and the formation of behavioral intentions of customers in Pardisan hotel in Mashhad. The first International Conference on accounting and management. Tehran (February 4). (in Persian)
Schmitt, B. H. (1999). Experiential Marketing: How to Get Customer to sense, feel, think, act, relate to Your Company and Brands.  Simon & Schuster Inc, New York, NY.
Shabgo, M. & Mirzaei Daryaie, S. (2014). Toward experiential marketing: stimulating five senses (sight, hearing, smell, touch, taste) and its impact on consumer behavior. The first International Conference on economics, management, accounting and social sciences. Rasht (June 21) (in Persian)
Sheidaei Habash, A., Fazlzade, A. & Faryabi, M. (2014). Studying the role of relationship marketing and experiential marketing and supportive on loyalty of the customers. Journal of marketing management, 9(24), 113-138. (in Persian)
Wu, S.I. (2015). The Interference Effect of Perceived CSR on Relationship Model of Brand Image. International Journal of Business and Management. 10(10), 35-47.
Sivo, S. A., Fan, X. T., Witta, E. L. & Willse, J.T. )2006(. The Search for ‘Optimal’ Cut-off Properties: Fit Index Criteria in Structural Equation Modeling. Journal of Experimental Education, 74(3), 267-289.
Smilansky, S. (2010). Experiential Marketing: A practical guide to interactive brand experiences. Rasa press, Tehran. (in Persian)
Srivastava, R. (2008). How experiential marketing can be used to build brands – a case study of two specialty stores. Innovative Marketing, 4(2), 70-76.
Vahie, A. & Paswan, A. (2006). Private label brand image: its relationship with store image and national brand. International Journal of Retail & Distribution Management, 34(1), 67–84.
Yoo, B., Donthu, N. & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.