Brand experience is one of the most promising concepts to emerge in consumer research
over the last decade. However, unlike other brand-related concepts, it has often been …

The study aims to summarise and classify the existing research and to better understand the
past, present, and the future state of the theory of customer experience. The main objectives …

The main purpose of this paper was to explore the effect of social media marketing activities
(SMMAs) on brand equity (BEQ) through a moderated mediation analysis of brand …

Purpose This study aims to propose an experiential model of consumer engagement
focusing on Facebook brand pages. Building on the brand experience literature, the study …

There is wide consensus that the brand experience literature (BEL) suffers from a deficit in
conceptual works. This study argues that, for brand experience research to overcome its …

5 that implies place-based notions of communities (which is often the case) or broader
communities of interest (De Bres & Davis 2001; Arcodia & Whitford 2006; Moscardo 2007; …

Today, experiences are considered a key differentiating factor for companies as products
and services have become similar in terms of their functional attributes. Moreover …

The last decade has seen an exponential growth in published articles related to the
influence of marketing events on destinations. However, there is still a need for empirical …

Trade shows (TSs) are a cost-effective method for companies to meet with customers and
prospects, network with different stakeholders, and introduce new products. Although short …

Experiential marketing (XM)—a form of marketing that uses branded experiences as a tool to
influence consumers—has become one of the dominant tools within the marketing world …