Experiential Marketing Dynamics: Multiple mediator analysis of the experiential marketing - purchase intentions relationship
Abdelkader, A., Hassan, H. (2021). Experiential Marketing Dynamics: Multiple mediator analysis of the experiential marketing - purchase intentions relationship. EKB Journal Management System, 2(العدد الأول - الجزء الأول), 308-339. doi: 10.21608/cfdj.2020.129336
Ahmed Abdelkader; Hend Hassan. "Experiential Marketing Dynamics: Multiple mediator analysis of the experiential marketing - purchase intentions relationship". EKB Journal Management System, 2, العدد الأول - الجزء الأول, 2021, 308-339. doi: 10.21608/cfdj.2020.129336
Abdelkader, A., Hassan, H. (2021). 'Experiential Marketing Dynamics: Multiple mediator analysis of the experiential marketing - purchase intentions relationship', EKB Journal Management System, 2(العدد الأول - الجزء الأول), pp. 308-339. doi: 10.21608/cfdj.2020.129336
Abdelkader, A., Hassan, H. Experiential Marketing Dynamics: Multiple mediator analysis of the experiential marketing - purchase intentions relationship. EKB Journal Management System, 2021; 2(العدد الأول - الجزء الأول): 308-339. doi: 10.21608/cfdj.2020.129336

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

المجلة العلمية للدراسات والبحوث المالية والتجارية
Article 11, Volume 2, العدد الأول - الجزء الأول - Serial Number 1, January 2021, Page 308-339  XML PDF (832.94 K)
Document Type: المقالة الأصلية
DOI: 10.21608/cfdj.2020.129336
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Authors
Ahmed Abdelkaderorcid 1; Hend Hassan2
1Damietta University Faculty of Commerce
2Mansoura University Faculty of Commerce, Egypt
Abstract
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.
Keywords
Experiential Marketing; Purchase Intentions; Brand Management; Smartphones; The Middle East
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