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Modeling Relationship between Experiential Marketing, Experiential Value and Purchase Intensions in Organized Quick Service Chain Restaurants Shoppers Using Structural Equation Modeling Approach


  • Dr. Ashutosh Nigam

    () (Associate Professor, Vaish College of Engineering, Rohtak, Haryana)


This paper proposes the framework to examine interrelationship among experiential marketing, experiential value and purchase intensions in the quick service chain restaurants. Structural equation modeling (SEM) is used to validate and test the proposed model. Experiential marketing focuses on how customer sense, feel, think, act and relate their experiences. Experiential value incorporate the benefits derived from perceptions of playfulness, aesthetics, customer return on investment and service excellence is incorporated in the proposed model. Structural validity of the model is finally processed by using Statistical Package for the Social Science (SPSS) 18.0 and AMOS 4 Software.

Suggested Citation

  • Dr. Ashutosh Nigam, 2012. "Modeling Relationship between Experiential Marketing, Experiential Value and Purchase Intensions in Organized Quick Service Chain Restaurants Shoppers Using Structural Equation Modeling Approach," Journal of Commerce and Trade, Society for Advanced Management Studies, vol. 7(2), pages 18-25, October.
  • Handle: RePEc:jct:journl:v:7:y:2012:i:2:p:18-25

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    References listed on IDEAS

    1. Dainora Grundey, 2008. "Experiental Marketing vs. Traditional Marketing: Creating Rational and Emotional Liaisons with Consumers," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 11(29), pages 133-151, (3).
    2. Deighton, John & Grayson, Kent, 1995. " Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus," Journal of Consumer Research, Oxford University Press, vol. 21(4), pages 660-676, March.
    3. Laroche, Michel & Kim, Chankon & Zhou, Lianxi, 1996. "Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context," Journal of Business Research, Elsevier, vol. 37(2), pages 115-120, October.
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    More about this item


    Experiential Marketing ; Experiential value ; Purchase Intention;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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