Title: The effect of experiential marketing on brand equity: study of a home appliances manufacturing group
Authors: Majid Mohammad Shafiee; Reyhane Haghighizade; Shirin Rahimzadeh
Addresses: Department of Management, University of Isfahan, Hezarjarib St., 81746-73441, Isfahan, Iran ' Department of Management, University of Isfahan, Hezarjarib St., 81746-73441, Isfahan, Iran ' Department of Management, University of Isfahan, Hezarjarib St., 81746-73441, Isfahan, Iran
Abstract: Evaluation of perceptions of customers towards a brand, as an organisations' intangible asset regarding experiential marketing has become much more important for companies. This paper investigates the impact of experiential marketing on brand equity. Situational dimensions, word of mouth, interaction, price and experience are considered. A positivist approach via questionnaire was designed, validated and randomly distributed to customers of Samsung home appliances in Isfahan. In analysing the data, structural equation modelling with PLS was used. The results showed that all dimensions of experiential marketing have a meaningful and positive impact on brand equity from the viewpoint of customers of the Samsung brand. It also indicates that among the various dimensions, experience has the greatest impact and other dimensions were effective in the following order: word of mouth, price, interaction and situation. The research outcome can serve as a guide for marketing managers, especially national managers of Samsung products to promote their brand through experiential marketing tools.
Keywords: experiential marketing; brand equity; SWIPE model; Aaker's CBBE model; Samsung.
International Journal of Business Innovation and Research, 2019 Vol.20 No.2, pp.233 - 252
Received: 14 Aug 2017
Accepted: 28 Apr 2018
Published online: 10 Sep 2019 *