earticle

영어

The purpose of this study was to examine the impact of experiential marketing presented in the exhibit booth on the brand attitude of attendees. A number of factors related to the experiential marketing were examined including sensory, emotional, perceptional, and behavioral experience. The relationship between the factors related to experiential marketing and brand attitudes of attendees are hypothesized. Total 292 data were collected for those who participated in experiential marketing program in exhibit booths to examine the hypotheses. Among the factors related to experiential marketing, only sensory, emotional, and perceptional experience are likely to influence positively on the brand attitude of attendees. The results of this study may apply to those who are designing or operating exhibit booths in many ways. For example, it is recommendable to design the exhibit booths visually attractive to influence sensory experience of attendees.