Amidst strong competition and lack of resources and functional superiority, ethical brands may seek an experiential approach to marketing online. A between-subjects online experiment (N = 308) shows
Building a favorable sensory brand experience is crucial in services settings to strengthen the competitive position of a brand and its equity. However, little empirical research exists in this area.
Brand trust has been in decline for a number of years (Eggers, O’Dwyer, Kraus, Vallaster, & Güldenberg, 2013; Gerzema, 2009; Gilmore & Pine, 2007; Schallehn, Burmann, & Riley, 2014).
The pursuit of happiness has preoccupied philosophers, psychologists, and economists, amongst others. Recently, it has been investigated empirically, with results appearing to support the perspective
The researcher made an attempt to evaluate the experiential avoidance of soft drink users and its impact on consumer behaviour. The following concerns are addressed in the study: What is experiential