Open AccessFirms Commitment And Brand Image And Their Impact On Experience Marketing: Developing Countrys Perspective
Author(s) -
Muhammad Sabbir Rahman,
Abdul Highe Khan,
Hasan Moudud
Publication year - 2013
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.149
H-Index - 22
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v29i3.7787
Subject(s) - marketing , perspective (graphical) , exploratory factor analysis , structural equation modeling , confirmatory factor analysis , context (archaeology) , business , brand management , marketing management , services marketing , marketing mix , service (business) , advertising , paleontology , artificial intelligence , computer science , biology , statistics , mathematics
This research applied exploratory factor analysis, confirmatory factor analysis and structural equation modeling to investigate the experience marketing philosophy on service providers within the context of Bangladeshi consumers. The findings confirmed that there is a strong relationship between brand images towards experience marketing when physical context of a firm plays a mediating role. This research opens up opportunities for managers to identify significant factors those are linked towards building experience marketing.