Experiential Marketing Creative Antecedence for Success of Brand Loyalty (A Study on the Users of Perfume for Body in Indonesia)

Gita Sugiyarti, Gita Sugiyarti and Hendar
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Gita Sugiyarti: Faculty of Economics and Business, Diponegoro University, Semarang, Indonesia,
Gita Sugiyarti: Faculty of Economics and Business, 17 Agustus 1945 University (UNTAG), Semarang, Indonesia,
Hendar: Faculty of Economics and Business, Diponegoro University, Semarang, Indonesia

International Review of Management and Marketing, 2017, vol. 7, issue 1, 529-536

Abstract: The main objective of this study is to develop a model of marketing conceptual on creative experiential marketing in order to boost brand loyalty. The specific target of this study is to empirically test creative influence on experiential marketing. Purposive sampling technique is applied in the study the collect data. Samples are taken as many as 171 respondents of the users of perfume for body sold in Indonesia. Data in this study is collected by interview. Data collection is using the combination of open questions and closed questions which are given to respondents. Managerial finding in this study is developing creative experiential marketing to enhance brand loyalty

Keywords: Sense Marketing; Act Marketing; Creative Experiential Marketing; Brand Trust; Brand Loyalty (search for similar items in EconPapers)
JEL-codes: M21 M5 (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eco:journ3:2017-01-69

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