Click for new scientific resources and news about Corona[COVID-19]

Paper Information

Journal:   JOURNAL OF BUSINESS MANAGEMENT (MANAGEMENT KNOWLEDGE)   Summer 2018 , Volume 10 , Number 2 #a00493; Page(s) 303 To 324.

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

Author(s):  Hoseinzadeh Reza, Baktash Farzane*
* Faculty of Human Science, University of Kashan, Kashan, Iran
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.
Keyword(s): Brand equity,Brand image,Experiential marketing,Marketing mix
  • ندارد
  Persian Abstract Yearly Visit 69
Latest on Blog
Enter SID Blog