文章基本信息

标题：Exploring the Relationship between Experiential Marketing and Experiential Value in the Smartphone Industry
本地全文：下载
作者：Farshad Maghnati ; Kwek Choon Ling ; Amir Nasermoadeli 等
期刊名称：International Business Research
印刷版ISSN：1913-9004
电子版ISSN：1913-9012
出版年度：2012
卷号：5
期号：11
页码：169
DOI：10.5539/ibr.v5n11p169
出版社：Canadian Center of Science and Education
摘要：The rapid evolution of marketing that focuses from product to service to experience has challenged the marketing researchers to engage experiential marketing approach in designing the marketing strategies by involving customers (Maklan & Klaus, 2011). Most of the smart phone producers have started to embed the concepts of experiential marketing and experiential value in positioning and promoting their products via a series of advertising campaigns. The objective of this research is to investigate the relationships between experiential marketing and experiential value among the current smart phone users in Malaysia. Quantitative research was conducted through the self-administered survey and a total of 550 questionnaires were distributed based on the cross-sectional study. Regression analysis was used to analyse the statistical data through the SPSS software version 20. The research confirmed the significant positive relationships of sense experience, feel experience, act experience, relate experience, and think experience with experiential value.