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The effect of experiential marketing on brand commitment with the mediating role of trust and loyalty:
2015
مدیریت بازرگانی
It's very difficult to differentiate the brands for companies in these days. Because branding is not just market share but also share in mind and share in heart that is the core of experiential marketing. In this research using a research model and applying SEM and PLS, the effect of experiential marketing on brand commitment with the mediating role of brand attachment, brand trust and brand loyalty are investigated. 115 participants in live experience of Kaleh in Anzali Free Zone are surveyed
doi:10.22059/jibm.2015.57091
doaj:a42a4a6faac748edb94b763e662db9a7
fatcat:2xrmlydemvab5mvovot66b6q6u