Corpus ID: 56348641

EFFECT OF EXPERIENTIAL MARKETING IN BUILDING BRAND EQUITY: A CASE OF SELECTED UNILEVER TANZANIA BRANDS

@article{Mukiira2017EFFECTOE,
  title={EFFECT OF EXPERIENTIAL MARKETING IN BUILDING BRAND EQUITY: A CASE OF SELECTED UNILEVER TANZANIA BRANDS},
  author={Evelyn Maradufu Mukiira and Celestine Musau and Joseph Munyao},
  journal={International Journal of Supply Chain Management},
  year={2017},
  volume={2},
  pages={1-31}
}
Purpose : To analyze the effects of experiential marketing in building brand equity for selected brands of Unilever Tanzania. Methodology : The study adopted an explanatory and descriptive research design. Findings: The study found that experiential marketing is the best way to market a product, and senses are heightened when they experience the product/brand firsthand. The study found that experiential marketing practices have a positive effect on consumers and overall brand equity. The study… Expand
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