《How experiential marketing can be used to build brands》.pdfVIP

Innovative Marketing, Volume 4, Issue 2, 2008 Rajesh Kumar Srivastava (India) How experiential marketing can be used to build brands – a case study of two specialty stores Abstract Study was conducted basically on how experiential marketing (EM) can be useful in building a brand. The study also covered the impact of EM on repeat visit by customers; its acceptance based on gender the reasons for repeat visits when compared to stores not using EM. Research was carried out at four specialty stores dealing in music and books in Mumbai, a financial capital of India. Of these, two were