The purpose of this study is to analyse the influence of experiential marketing on young customers’ experiential values and respectively on their satisfaction and word of mouth and revisit intentions. An instrument was developed to measure how the strategic experiential module (Schmitt 1999) and service quality perceptions of customers influence their experiential values. Data were gathered through questionnaires conducted with 450 respondents to diagnose young customers’ experiences in Gloria Jean's Coffees shops in North Cyprus. The structural equation modelling through partial least square (PLS) method results were acceptable in terms of reliability and validity. The empirical results revealed that, some of the strategic experiential modules and service quality perceptions have positive influences on customer experiences (functional and emotional). Results also show that customers’ satisfaction can induce positive post purchase behaviour. The results, managerial implications, and suggestions for future research are discussed in detail.

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PurposeThe purpose of this study is to analyse the factors influencing wine consumption in Turkey. Since a wine consumption culture is a recent development in Turkey, there is a need to examine consumer factors that affect wine consumption to better understand consumers’ buying processes.Design/methodology/approachThis study presents the findings of a field study conducted in Izmir which has the highest alcohol consumption per capita in Turkey. A sample of 431 wine consumers is used to identify the factors influencing consumers’ behaviour on wine consumption.FindingsThe wine market has been blooming in Turkey in recent years. Wine consumption is influenced by cultural, demographic, consumer attitudes, consumption habits as well as other different factors. A number of socio‐economic and demographic consumer characteristics indicate that these factors influence wine consumption and consumers’ preferences. The study offers important insights into the characteristics of wine consumption and the target market in Turkey.Research limitations/implicationsAs an exploratory study, both the scope and the use of convenience samples limit the generalizability of the findings. Further research exploring consumer attitudes to factors such as taste, aroma, certification etc. and a more robust sampling methodology is called for.Originality/valueThis is the first research conducted in Turkey to define the factors influencing wine consumption and provides useful insights into the topic as well as a basis for future studies.

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