Study of Experiential Marketing on After-purchase Behaviors in Food Products
محورهای موضوعی : policy makingH. R. Saeednia 1 , A. Goudarzi 2
1 - Assistant Professor in Management, Islamic Azad University, Tehran North Branch, Tehran, Iran.
2 - MA Student in Management, Islamic Azad University, Tehran North Branch, Tehran, Iran.
کلید واژه: Satisfaction, Experiential Marketing, emotion, Behavioral Intention,
چکیده مقاله :
Nowadays, experiential marketing has turned into one of the critical strategies for the survival of many companies. The concept of experiential marketing suggests presenting a unique and memorable experience in which, by creating excitement, it can depend the consumers to goods and services emotionally and so affect the behaviors of customers. This research aims to evaluate the effects of experiential marketing on post-purchase behaviors of consumers in instant noodles. The research in conducted by sampling as an experience in 2nd and 6th borough of Tehran. The sample size was 302 and run by using clustering sampling. The data are analyzed by Confirmative Factorial Analysis and Structural Equation Modeling. The results show that all experiential marketing components except think and act experience positively impact emotion. Moreover, emotion positively impacts satisfaction and behavioral intention and consequently, satisfaction impacts behavioral intention as well.
