Interrelationship of Experiential Marketing on Perceived Purchase Intension in Quick Service Restaurant Chains.

The concept of experiential marketing remains somewhat intangible and no real efforts have been made in uncovering the components of successful experiential marketing event. The aim the paper is to measure the influence of experiential marketing on customer purchase intension. Experiential marketing enables customers to differentiate one product or service with another since they experience themselves directly in the process of selecting and consuming the product or service using five approaches, such as sense, feel, think, act and relate. [ABSTRACT FROM AUTHOR]