• Business
  • Published 2008

The Effects of Perceived Experiential Marketing Activity on Consumers' Attitude toward Apparel Brands

@inproceedings{Moon2008TheEO,
  title={The Effects of Perceived Experiential Marketing Activity on Consumers' Attitude toward Apparel Brands},
  author={Hee-Kang Moon and Chorong Youn and Ji-Eun Park and Yuri Lee},
  year={2008}
}
Abstract : Active exploitation of experiential marketing is now practiced in diverse range of apparel brands such as lux-ury, sports and casual brands. Under such a market environments, this study attempts to verify the effects of consumer’sexperiential marketing perception by analyzing the formation process of brand attitude. The path from experiential mar-keting strategic modules (sense, feel, think, act, and relate) to brand loyalty is mediated by brand affect and brand trust.Two sports… CONTINUE READING

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