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

Author

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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)

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

Suggested Citation

  • Gita Sugiyarti & Gita Sugiyarti & Hendar, 2017. "Experiential Marketing Creative Antecedence for Success of Brand Loyalty (A Study on the Users of Perfume for Body in Indonesia)," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 529-536.
    • Handle: RePEc:eco:journ3:2017-01-69
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    References listed on IDEAS

    as
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    3. Mohammad Hakkak & Masoud Ghodsi, 2015. "Development of a Sustainable Competitive Advantage Model Based On Balanced Scorecard," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 5(5), pages 298-308, May.
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    Cited by:

    1. Michael Boakye Yiadom & Madéle Tait, 2021. "Integrating Approach to Build Customer Experiences: Lessons Learned from Mobile Customers in Ghana," Journal of Economics and Behavioral Studies, AMH International, vol. 13(2), pages 34-44.

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    More about this item

    Keywords

    Sense Marketing; Act Marketing; Creative Experiential Marketing; Brand Trust; Brand Loyalty;
    All these keywords.

    JEL classification:

    • M5 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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