The power of experiential marketing: exploring the causal relationships among multisensory marketing...
The power of experiential marketing: exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength
About this item
Full title
Author / Creator
Publisher
London: Palgrave Macmillan UK
Journal title
Language
English
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Publication information
Publisher
London: Palgrave Macmillan UK
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More information
Scope and Contents
Contents
Providing customers with unique and memorable experiences to establish a positive customer–brand relationship has become one of the key challenges for brand managers. Hence, approaches to experiential marketing that appeal to all senses have increasingly gained attention. However, little is known about how to design multisensory brand experiences t...
Alternative Titles
Full title
The power of experiential marketing: exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength
Authors, Artists and Contributors
Author / Creator
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Record Identifier
TN_cdi_proquest_journals_2013136082
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2013136082
Other Identifiers
ISSN
1350-231X
E-ISSN
1479-1803
DOI
10.1057/s41262-017-0061-5
