The effect of experiential marketing on brand commitment with the mediating role of trust and loyalty:

It’s very difficult to differentiate the brands for companies in these days. Because branding is not just market share but also share in mind and share in heart that is the core of experiential marketing. In this research using a research model and applying SEM and PLS, the effect of experiential ma...

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Bibliographic Details
Main Authors: Mostafa Ebrahimpour Azbari, Mohsen Akbari, Fatemeh Rafiei Rasht Abadi
Format: Article
Published: University of Tehran 2015-12-01
Series:‫مدیریت بازرگانی
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