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http://dx.doi.org/10.14400/JDC.2017.15.5.139

The Study on the Effect of Outdoor Experiential Marketing on Brand and Purchase Intentions  

Lee, Jae-Woo (Dept. of Cultural-Art Business Administration, Chung-Ang University)
Park, Eun-Ju (Dept. of Business Administration, Chung-Ang University)
Choi, Myeonggil (Dept. of Business Administration, Chung-Ang University)
Publication Information
Journal of Digital Convergence / v.15, no.5, 2017 , pp. 139-150 More about this Journal
Abstract
The purpose of this study is to examine the influence of experiential marketing on brand loyalty through brand image and brand attitude, and to ultimately understand the relationship between experiential marketing and purchase intentions. The subjects of the study were first-time participants of the 'Salomon Outdoor City Trail Run' sponsored by the brand Salomon Outdoor. Out of 223 questionnaires given to the subjects, 195 responses were used as the sample for analysis. SPSS 18.0 and AMOS 18.0 were used as the analysis tools. The study results showed that, of the elements of marketing including sensation, emotion, recognition, action, and relation, feel and action positively influenced brand image. Sensation and relation positively influenced brand attitude. Brand image and brand attitude positively influenced brand loyalty and brand loyalty positively influenced purchase intention. The study is significant in that it explores the effects of experiential marketing all the way up to the purchase intention, and how this is influenced by brand image, brand attitude, and brand loyalty. Implications of these findings for experiential marketing as well as future research directions are also provided.
Keywords
Experiential Marketing; Brand Image; Brand Attitude; Brand Loyalty; Purchase Intention;
Citations & Related Records
Times Cited By KSCI : 10  (Citation Analysis)
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