The effect of experiential marketing on brand commitment with the mediating role of trust and loyalty:

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Management, Faculty of Humanities, University of Guilan, Rasht, Iran

2 MSc Student, Department of Management, Faculty of Humanities, University of Guilan, Rasht, Iran

Abstract

It’s very difficult to differentiate the brands for companies in these days. Because branding is not just market share but also share in mind and share in heart that is the core of experiential marketing. In this research using a research model and applying SEM and PLS, the effect of experiential marketing on brand commitment with the mediating role of brand attachment, brand trust and brand loyalty are investigated. 115 participants in live experience of Kaleh in Anzali Free Zone are surveyed through the questionnaire that its validity and reliability are secured. The results show that experiential marketing has a positive impact on brand attachment, loyalty, trust and commitment of customers.

Keywords

Main Subjects

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