Experiential Marketing Dynamics: Multiple mediator analysis of the experiential marketing - purchase intentions relationship

نوع المستند : المقالة الأصلية

المؤلفون

1 Damietta University Faculty of Commerce

2 Mansoura University Faculty of Commerce, Egypt

المستخلص

Purpose: This paper aims to test the claimed influence of Experiential Marketing (EM) on consumers' purchasing intentions of smartphones. The study also examines the mediating roles of customer satisfaction, brand loyalty, brand advocacy, and brand resonance on the EM-Purchase intentions assumed relationship.
Design/methodology/approach: The study follows a positivist quantitative approach, in which an online survey was administered to a non-probable convenient sample of smartphone users. 238 valid questionnaires were received, and Structural Equation Modelling (SEM) technique was used for data analysis and hypotheses testing.
Findings: The findings report a clear and statistically significant influence of EM on purchase intentions. Customer satisfaction, brand advocacy, brand loyalty, and brand resonance are found to mediate the assumed EM-Purchase intentions relationship with different degrees of strength, with brand advocacy having the strongest mediation.
Originality/novelty/value: The study is among the first to examine Middle Eastern consumers' purchase intentions of smartphones in relation to EM. This study is also among the first to examine the mediating role of customer satisfaction, brand advocacy, brand loyalty and brand resonance on the EM-Purchase intentions relationship.
Research implications/limitations: The results have many implications for marketing academics and practitioners. The findings indicate that EM is effective in stimulating and triggering favourable purchase intentions. Nevertheless, the findings are relevant to the context of the study, i.e. Middle Eastern smartphone market. Thus, the findings should be carefully generalised.

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