Firm's commitment and brand image and their impact on experience marketing: Developing country's perspective

Abstract

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.