The Integrated Marketing Communication—The Consumer Behaviour Impact: A Romanian Perspective

Kailani, Camelia; Stancioiu, Felicia; Teodorescu, Nicolae

doi:10.1007/978-1-4614-6865-3_12

Cited by 5 publications

(12 citation statements)

References 35 publications

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“…It is consistent with research conducted by Kailani and Ciobotar (2015) which stated Experiential marketing has positive effect on WOM. Meanwhile, according to Lin (2012) stated that variable of Experiential marketing has positive effect on WOM.…”

Section: Declared Thatsupporting

confidence: 80%

“…The writer combine the measurement of WOM indicator from several researchers; Bloemer et al (1999), Hananing (2011), Taghizadeh et al (2013), Kailani and Ciobotar (2015) which is adjusted with research object: (1) saying positive things about company to other people, (2) being excitement to give recommendation, (3) persuading other people to have service in the same place, (4) encouraging friends and relatives to do bussiness with the company.…”

Section: Methodsmentioning

confidence: 99%

“…WOM measurement in this research used these indicators: saying positive things about company to other people, being excitement to give recommendation, persuading other people to have service in the same place, and encouraging friends and relatives to do bussiness with the company (Bloemer et al, 1999;Taghizadeh et al 2013;Kailani & Ciobotar, 2015). The hyphotesis is formulated as follows: H3: There is an impact of experiential marketing on WOM…”

Section: Experiential Marketing and Word Of Mouth (Wom)mentioning

confidence: 99%

“…In addition, result of research from Ardani and Suprapti (2012), Putri and Suhariadi (2013) concluded that satisfaction has positive and significant impacts on WOM. While direct impact of Experiential marketing on WOM, refers to Lin (2012); Kailani and Ciobotar (2015).…”

Section: Experiential Marketing Word Of Mouth and Consumer Satisfactionmentioning

confidence: 99%

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The Impact of Experiential Marketing on Word of Mouth With Customer Satisfaction as a Intervening Variable

Muhammad

Artanti

2016

JDM

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Indonesia is a country with the biggest Moeslem population in the world, with 85% of its population is Moeslem. The greater development and economy in Indonesia, awareness and ability of Moeslem people in Indonesia to do the fifth pillars of Islam, namely Hajj has been increasing which can be indicated by the raising number of the applicants in 2015. PT Maktour got a predicate from the Ministry of Religous Affairs as the best special hajj and umrah organizer and was ranked as the Top Brand Index category travel agency in 2014. This study was to examine the impact of Experiential marketing on Word of Mouth (WOM) with customer satisfaction as intervening variable. The research design used hypothesis testing with a purposive sampling techniques. The respondents in this study were 105 respondents. The data were analyzed using AMOS software 20. The result showed Experiential marketing has a significant on customer satisfaction and WOM. Info Article

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Section: Declared Thatsupporting

confidence: 80%

Section: Methodsmentioning

confidence: 99%

Section: Experiential Marketing and Word Of Mouth (Wom)mentioning

confidence: 99%

Section: Experiential Marketing Word Of Mouth and Consumer Satisfactionmentioning

confidence: 99%

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The Impact of Experiential Marketing on Word of Mouth With Customer Satisfaction as a Intervening Variable

Muhammad

Artanti

2016

JDM

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“…According to Lin and Liu (2010), RM has a significant influence on PI, which is mediated by TRS (Verma et al, 2016). Contributing components to RM such as PRI (Dwyer et al, 1987;Jap and Ganesan, 2000), TRS (Liu and Chang, 2017), COM (Adjei et al, 2010;Kailani et al, 2013), andSAT (Da Silva andSyed Alwi, 2008a;Dwyer et al, 1987;Heide, 1994;Jap and Ganesan, 2000) are essential to the study of purchase intention. APJBA 14,4 2.2 Perceived relationship investment (PRI) PRI comprises consumers' perception of a company and its intention to maintain or enhance relationships with them (De Wulf et al, 2001;Verma et al, 2016).…”

Section: Literature Review and Hypotheses Development 21 Relationship...mentioning

confidence: 99%

The invigorating influence of relationship marketing on purchase intention in fine arts sector

Moslehpour

Song

Tran

et al. 2021

APJBA

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PurposeThis study aims to determine the influence of relationship marketing on consumer behavior in the fine arts sector. Specifically, it examines the relationship marketing dynamics that significantly impact art enthusiasts' intention to purchase and their satisfaction with the artist.Design/methodology/approachThe proposed model was tested through the “structural equation modeling” technique to explain how and to what extent each variable affected purchase intention and satisfaction. Using a paper-based and online survey method to gather data, the authors analyzed 303 responses from art students, art collectors and art dealers in Mongolia. Eight hypotheses, including two mediating hypotheses, were developed and tested.FindingsThe results indicated that relationship investment and communication significantly influence trust, satisfaction and purchase intention, while trust significantly influences satisfaction and purchase intention. The study also assessed the vital role of trust as a mediator.Practical implicationsThe study's results provide insights that may help artists, art collectors and art dealers promote and improve the sales of their art products. The interactions demonstrated between the construct reveal essential implications for art marketers interested in relationship marketing strategies.Originality/valueThis study is the first to explore the application of relationship marketing in the fine arts industry.

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Experiential marketing and Islamic branding: a new perspective on college decision in Islamic higher education

Ambarwati,

Sari

2023

JIMA

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Purpose This study aims to determine the effect of Islamic branding, experiential marketing and word of mouth on college decisions and to find marketing strategies through strengthening Islamic branding based on experiential marketing to increase the number of students at Muhammadiyah-Aisyiyah Higher Education. Design/methodology/approach This study used a quantitative method, with data collection carried out using a survey method by giving questionnaires to respondents. The respondents' criteria are active students, at least in semester three, who have studied at Muhammadiyah-Aisyiyah Higher Education in Indonesia, using a sampling technique with accidental sampling. Data analysis used Partial Least Square - Structural Equation Modeling to determine the estimated results or model predictions. Findings The results showed a significant direct effect of experiential marketing, Islamic branding and word of mouth on college decisions. There is an indirect effect between experiential marketing and Islamic branding on college decisions through word of mouth, but the word-of-mouth variable could not mediate the relationship between experiential marketing and Islamic branding on college decisions perfectly. Research limitations/implications The limitation of the results of the study is that it uses respondents who are and have participated in learning activities on the Muhammadiyah-Aisyiyah Higher Education, where the Muhammadiyah-Aisyiyah Higher Education has added value compared to other private campuses. The added value on the Muhammadiyah-Aisyiyah Higher Education is the overall learning activity based on Kemuhammadiyahan Islam in Indonesia. Islam Kemuhammadiyahan is the identity of the Islamic branding strategy on the Muhammadiyah-Aisyiyah Higher Education, which is only owned by the Muhammadiyah-Aisyiyah Higher Education. Practical implications This study recommends marketing strategies through strengthening Islamic branding based on experiential marketing to increase the number of students at Muhammadiyah-Aisyiyah Higher Education. Originality/value The novelty of this research is the addition of experiential marketing and Islamic branding variable measurements on word of mouth and college decisions, especially prospective students to study at Islamic Higher Education in Indonesia.

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The Integrated Marketing Communication—The Consumer Behaviour Impact: A Romanian Perspective

Cited by 5 publications

References 35 publications

The Impact of Experiential Marketing on Word of Mouth With Customer Satisfaction as a Intervening Variable

The Impact of Experiential Marketing on Word of Mouth With Customer Satisfaction as a Intervening Variable

The invigorating influence of relationship marketing on purchase intention in fine arts sector

Experiential marketing and Islamic branding: a new perspective on college decision in Islamic higher education

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