The effect of experiential marketing on brand commitment with the mediating role of trust and loyalty:
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 ma...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
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University of Tehran
2015-12-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_57091_376be533ca3fc9ffeb535146dea0de86.pdf |
| _version_ | 1818143905883881472 |
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| author | Mostafa Ebrahimpour Azbari Mohsen Akbari Fatemeh Rafiei Rasht Abadi |
| author_facet | Mostafa Ebrahimpour Azbari Mohsen Akbari Fatemeh Rafiei Rasht Abadi |
| author_sort | Mostafa Ebrahimpour Azbari |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-11T11:39:06Z |
| format | Article |
| id | doaj.art-a42a4a6faac748edb94b763e662db9a7 |
| institution | Directory Open Access Journal |
| issn | 2008-5907 2423-5091 |
| language | fas |
| last_indexed | 2024-12-11T11:39:06Z |
| publishDate | 2015-12-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | مدیریت بازرگانی |
| spelling | doaj.art-a42a4a6faac748edb94b763e662db9a72022-12-22T01:08:39ZfasUniversity of Tehranمدیریت بازرگانی2008-59072423-50912015-12-017478380410.22059/jibm.2015.5709157091The effect of experiential marketing on brand commitment with the mediating role of trust and loyalty:Mostafa Ebrahimpour Azbari0Mohsen Akbari1Fatemeh Rafiei Rasht Abadi2Assistant Professor, Department of Management, Faculty of Humanities, University of Guilan, Rasht, IranAssistant Professor, Department of Management, Faculty of Humanities, University of Guilan, Rasht, IranMSc Student, Department of Management, Faculty of Humanities, University of Guilan, Rasht, IranIt’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.https://jibm.ut.ac.ir/article_57091_376be533ca3fc9ffeb535146dea0de86.pdfBrand trustExperiential marketingbrand commitmentBrand attachmentbrand loyalty |
| spellingShingle | Mostafa Ebrahimpour Azbari Mohsen Akbari Fatemeh Rafiei Rasht Abadi The effect of experiential marketing on brand commitment with the mediating role of trust and loyalty: مدیریت بازرگانی Brand trust Experiential marketing brand commitment Brand attachment brand loyalty |
| title | The effect of experiential marketing on brand commitment with the mediating role of trust and loyalty: |
| title_full | The effect of experiential marketing on brand commitment with the mediating role of trust and loyalty: |
| title_fullStr | The effect of experiential marketing on brand commitment with the mediating role of trust and loyalty: |
| title_full_unstemmed | The effect of experiential marketing on brand commitment with the mediating role of trust and loyalty: |
| title_short | The effect of experiential marketing on brand commitment with the mediating role of trust and loyalty: |
| title_sort | effect of experiential marketing on brand commitment with the mediating role of trust and loyalty |
| topic | Brand trust Experiential marketing brand commitment Brand attachment brand loyalty |
| url | https://jibm.ut.ac.ir/article_57091_376be533ca3fc9ffeb535146dea0de86.pdf |
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