This research aims to develop a framework of consumer–brand relationship by taking an experiential view. In this article, the authors report a cross-cultural comparative study that was conducted on a sample of real consumers at coffee chain stores in Shanghai, China, and Taipei, Taiwan. The findings reveal that individual as well as shared experiences work through brand association, brand perso...

Despite the importance and pervasiveness of marketing, almost nothing is known about the neural mechanisms through which it affects decisions made by individuals. We propose that marketing actions, such as changes in the price of a product, can affect neural representations of experienced pleasantness. We tested this hypothesis by scanning human subjects using functional MRI while they tasted w...

This study aims to analyze the influence of Instagram's social media marketing on repurchase intention through experiential and brand trust in Naboks Bogor brand. The method reseach used quantitative with 200 respondents. data analysis technique a descriptive analysis, Structural equation modeling (SEM) test (Analysis Moment (AMOS)). results prove that has positive significant effect marketing....

This paper discusses a popular teaching technique applied in Sales Courses that marketing educators can utilize to engage today’s millennial students through the use of streaming video technology. The exercise, a role-play simulation, can help today’s marketing students gain valuable skills needed to improve their communication ability by completing a two-stage role-play. Utilizing quasi-experi...

Dalam upaya meningkatkan penjualan produk, Blankenheim perlu memiliki strategi pemasaran yang baik untuk meningkatkann minat beli ulang pelanggan. Oleh karena itu, tepat, salah satunya dengan experiential marketing. Penelitian ini bertujuan mengetahui pengaruh marketing terhadap di Blankenheim. Experiential menjadi variabel independen, sedangkan dependen. Metode penelitian adalah kuantitatif je...

While experiential projects have been documented as powerful pedagogical tools for linking theory to practice, it is unknown whether students prefer the experience to be real or hypothetical. This paper explores the impact of a real client-based project versus a simulated client project on students’ perceptions and ratings of the marketing project. Student perceptions of learning are also inves...

The IEM Movie Box Office Market forecasting and trading exercise is an important new form of Internet-based experiential learning. In this experience, students proceed beyond problem analysis to decision making in a situation in which their actions have real-dollar implications. From the exercise, students develop important marketing, finance, and technology skills. Instructors benefit from hav...