Full Length Research Paper
References
|
Abratt R, Grobler PS (1989). The evaluation of sports sponsorships. International Journal of Advertising 8(4):351-362. |
|
|
Agency EA (2018). 2018 Experiential Marketing Trend Report. Available at: |
|
|
Areni CS, Kim D (1993). The influence of background music on shopping behavior: classical versus top-forty music in a wine store. ACR North American Advances. Available at: |
|
|
Berry LL, Carbone LP, Haeckel SH (2002). Managing the total customer experience. MIT Sloan Management Review 43(3):85-89. |
|
|
Bitner MJ (1992). Servicescapes: The impact of physical surroundings on customers and employees. The Journal of Marketing 56(2):57-71. |
|
|
Bizzabo (2017). Event marketing 2018: Benchmarks and trends. Available at: |
|
|
Brown TJ, Dacin PA (1997). The Company and the Product: Corporate Associations and Consumer Product Responses. Journal of Marketing 61(1):68-84. |
|
|
Carbone LP, Haeckel SH (1994) Engineering customer experiences. Marketing Management 3(3):8-19. |
|
|
Chebat JC, Dubé L (2000). Evolution and Challenges Facing Retail Atmospherics:: The Apprentice Sorcerer Is Dying. Journal of Business Research 49(2):89-90. |
|
|
Close AG, Finney RZ, Lacey RZ, Sneath JZ (2006). Engaging the consumer through event marketing: Linking attendees with the sponsor, community, and brand. Journal of Advertising Research 46(4):420-433. |
|
|
CMO Council & E2MA (2013). Customer attainment from event engagement. Available at: |
|
|
Coffee P, Monllos K (2017). Are you experiential? Adweek 48(27):18-21. Available at: |
|
|
Cornwell TB, Maignan I (1998). An international review of sponsorship research. Journal of Advertising 27(1):1-21. |
|
|
Cornwell TB, Roy DP, Steinard EA (2001). Exploring managers' perceptions of the impact of sponsorship on brand equity. Journal of Advertising 30(2):41-51. |
|
|
Crimmins J, Horn M (1996). Sponsorship: From management ego trip to marketing success. Journal of Advertising Research 36(4):11-21. |
|
|
Crowley AE (1993). The two-dimensional impact of color on shopping. Marketing Letters 4(1):59-69. |
|
|
D'Astous A (2000). Irritating aspects of the shopping environment. Journal of Business Research 49(2):149-156. |
|
|
Davenport TH, Beck JC (2001). The attention economy: Understanding the new currency of business. Harvard Business Press. Available at: |
|
|
Dean DH (1999). Brand endorsement, popularity, and event sponsorship as advertising cues affecting consumer pre-purchase attitudes. Journal of Advertising 28(3):1-12. |
|
|
Donovan RJ, Rossiter JR (1982). Store atmosphere: an environmental psychology approach. Journal of Retailing 58(1):34-57. |
|
|
Drengner J, Gaus H, Jahn S (2008). Does flow influence the brand image in event marketing?. Journal of Advertising Research 48(1):138-147. |
|
|
Bone PF, Ellen PS (1999). Scents in the marketplace: Explaining a fraction of olfaction. Journal of Retailing 75(2):243-262. |
|
|
Forrester Research (2016). 2016 B2B budget plans show that it's time for a digital wake-up call. Available at: |
|
|
Gardner PM, Shuman PJ (1987). Sponsorship: An important component of the promotions mix. Journal of Advertising 16(1):11-17. |
|
|
Garretson JA, Burton S (2005). The role of spokescharacters as advertisement and package cues in integrated marketing communications. Journal of Marketing 69(4):118-132. |
|
|
Grewal D, Levy M, Kumar V (2009). Customer experience management in retailing: An organizing framework. Journal of Retailing 85(1):1-14. |
|
|
Grohmann B, Spangenberg ER, Sprott DE (2007). The influence of tactile input on the evaluation of retail product offerings. Journal of Retailing 83(2):237-245. |
|
|
Gross AC, Traylor MB, Shuman PJ (1987). Corporate sponsorship of art and sports events in North America. In Esomar Congress. pp. 9-13. |
|
|
Grove SJ, Carlson L, Dorsch MJ (2007). Comparing the Application of Integrated Marketing Communication (IMC) in Magazine Ads Across Product Type and Time. Journal of Advertising 36(1):37–54. |
|
|
Grove SJ, Fisk RP (1997). The impact of other customers on service experiences: A critical incident examination of "getting along." Journal of Retailing 73(1):63-85. |
|
|
Gwinner KP, Eaton J (1999). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising 28(4):47–57. |
|
|
Haeckel SH, Carbone LP, Berry LL (2003). How to lead the customer experience. Marketing Management 12(1):18-18. |
|
|
Harrison GW, List JA (2004). Field experiments. Journal of Economic Literature 42(4):1009-1055. |
|
|
Holbrook MB, Batra R (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research 14(3):404-420. |
|
|
IEG (2018). What sponsors want and were dollars will go in 2018. Available at: |
|
|
Javalgi RG, Traylor MB, Gross AC, Lampman E (1994). Awareness of sponsorship and corporate image: An empirical investigation. Journal of Advertising 23(4):47-58. |
|
|
Joy A, Sherry Jr JF (2003). Speaking of art as embodied imagination: A multisensory approach to understanding aesthetic experience. Journal of Consumer Research 30(2):259-282. |
|
|
Keller KL (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing 57(1):1-22. |
|
|
Kim J, Morris J (2007). The power of affective response and cognitive structure in product-trial attitude formation. Journal of Advertising 36(1):95-106. |
|
|
Kirmani A, Shiv B (1998). Effects of source congruity on brand attitudes and beliefs: The moderating role of issue-relevant elaboration. Journal of Consumer Psychology 7(1):25-47. |
|
|
Kotler P (1973). Atmospherics as a marketing tool. Journal of Retailing 49(4):48-64. |
|
|
Langrehr FW (1991). Retail shopping mall semiotics and hedonic consumption. ACR North American Advances. Available at: |
|
|
Lardinoit T, Quester PG (2001). Attitudinal effects of combined sponsorship and sponsor's prominence on basketball in Europe. Journal of Advertising Research 41(1):48–58. |
|
|
Lindstrom M (2006). Brand sense: How to build powerful brands through touch, taste, smell, sight and sound. Strategic Direction 22(2):1-10. |
|
|
Lusch RF, Vargo SL, O'Brien M (2007). Competing through service: Insights from service-dominant logic. Journal of Retailing 83(1):5-18. |
|
|
Martensen A, Grønholdt L, Bendtsen L, Jensen MJ (2007). Application of a model for the effectiveness of event marketing. Journal of Advertising Research 47(3):283-299. |
|
|
McDonald C (1991). Sponsorship and the Image of the Sponsor. European Journal of Marketing, 25(11), 31–38. Available at: |
|
|
Meenaghan T (1991). Sponsorship – Legitimising the Medium. European Journal of Marketing 25(11):5-10. |
|
|
Mehrabian A, Russell JA (1974). An approach to environmental psychology, Cambridge: MIT Press. |
|
|
Meyer C, Schwager A (2007). Customer experience. Harvard Business Review 85(2):116-126. |
|
|
Milliman RE (1982). Using Background Music to Affect the Behavior of Supermarket Shoppers. Journal of Marketing 46(3):86. |
|
|
Milliman RE (1986). The Influence of Background Music on the Behavior of Restaurant Patrons. Journal of Consumer Research 13(2):286. |
|
|
Miyazaki AD, Morgan AG (2001). Assessing market value of event sponsoring: Corporate olympic sponsorships. Journal of Advertising Research 41(1):1-9. |
|
|
Moore RE (2003). From genericide to viral marketing: On "brand." Language and Communication 23(3-4):331-357. |
|
|
Morin S, Dubé L, Chebat JC (2007). The role of pleasant music in servicescapes: A test of the dual model of environmental perception. Journal of Retailing 83(1):115-130. |
|
|
Morrin M, Ratneshwar S (2000). The impact of ambient scent on evaluation, attention, and memory for familiar and unfamiliar brands. Journal of Business Research 49(2):157-165. |
|
|
Nicholson M, Clarke I, Blakemore M (2002). One brand, three ways to shop': Situational variables and multichannel consumer behaviour. International Review of Retail, Distribution and Consumer Research 12(2):131-148. |
|
|
Okere R (2015). Imperatives of experiential marketing in West Africa, by experts- Business- The Guardian Nigeria Newspaper – Nigeria and World News. Retrieved September 18, 2018. Available at: |
|
|
Padgett D, Allen D (1997). Communicating experiences: A narrative approach to creating service brand image. Journal of Advertising 26(4):49-62. |
|
|
Peck J, Wiggins J (2006). It Just Feels Good: Customers' Affective Response to Touch and Its Influence on Persuasion. Journal of Marketing 70(4):56-69. |
|
|
Prahalad CK, Ramaswamy V (2003). The new frontier of experience innovation. MIT Sloan Management Review 44(4):12. |
|
|
Raghunathan R, Corfman K (2006). Is Happiness Shared Doubled and Sadness Shared Halved? Social Influence on Enjoyment of Hedonic Experiences. Journal of Marketing Research 43(3):386-394. |
|
|
Rappaport SD (2007). Lessons from online practice: New advertising models. Journal of Advertising Research 47(2):135-141. |
|
|
Rust RT, Oliver RW (1994). Notes and comments: The death of advertising. Journal of Advertising 23(4):71-77. |
|
|
Ruth JA, Simonin BL (2003). Brought to you by Brand A and Brand B" Investigating Multiple Sponsors' Influence on Consumers' Attitudes Toward Sponsored Events. Journal of Advertising 32(3):19-30. |
|
|
Ruth JA, Simonin BL (2006). The Power Of Numbers: Investigating the Impact of Event Roster Size in Consumer Response to Sponsorship. Journal of Advertising 35(4):7-20. |
|
|
Salciuviene L, Auruskeviciene V, Virvilaite R (2005). Assessing brand image dimensionality in a cross-cultural context. In Papadopoulos N, Veloutsou C (Eds.), Marketing from the Trenches: Perspectives on the Road Ahead, Athens, Greece: Athens Institute of International European Research pp. 223-234. |
|
|
Schmitt B (1999). Experiential marketing. How to get customers to SENSE, FEEL, THINK, ACT and RELATE to your company brands. New York: The Free Press. |
|
|
Schmitt B (2010). Customer experience management: A revolutionary approach to connecting with your customers. John Wiley & Sons. |
|
|
Sengupta J, Fitzsimons GJ (2004). The Effect of Analyzing Reasons on the Stability of Brand Attitudes: A Reconciliation of Opposing Predictions. Journal of Consumer Research 31(3):705-711. |
|
|
Sneath JZ, Finney RZ, Close AG (2005). An IMC approach to event marketing: The effects of sponsorship and experience on customer attitudes. Journal of Advertising Research 45(4):373-381. |
|
|
Sorescu A, Frambach RT, Singh J, Rangaswamy A, Bridges C (2011). Innovations in retail business models. Journal of Retailing 87:S3-S16. |
|
|
Speed R, Thompson P (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science 28(2):226-238. |
|
|
Turley LW, Milliman RE (2000). Atmospheric effects on shopping behavior: A review of the experimental evidence. Journal of Business Research 49(2):193-211. |
|
|
Voss C, Roth AV, Chase RB (2008). Experience, service operations strategy, and services as destinations: Foundations and exploratory investigation. Production and Operations Management 17(3):247-266. |
|
|
Whiteling I (2005). Global meeting strategies. Business Week, October 24. |
|
|
Yalch RF, Spangenberg ER (2000). The effects of music in a retail setting on real and perceived shopping times. Journal of Business Research 49(2):139-147. |
|
|
Zomerdijk LG, Voss CA (2010). Service design for experience-centric services. Journal of Service Research 13(1):67-82. |
|
Copyright © 2025 Author(s) retain the copyright of this article.
This article is published under the terms of the Creative Commons Attribution License 4.0
