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    How does Experiential Marketing Influence Consumer Behaviour?

    Davey AW 2025 Public.pdf (4.035Mb)
    Access Status
    Open access
    Authors
    Davey, Andrew William
    Date
    2025
    Supervisor
    Billy Sung
    Luke Butcher
    Type
    Thesis
    Award
    PhD
    
    Metadata
    Show full item record
    Faculty
    Business and Law
    School
    School of Marketing and Management
    URI
    http://hdl.handle.net/20.500.11937/97101
    Collection
    • Curtin Theses
    Abstract

    Experiential marketing (XM) has seen a rapid rise to prominence over the last two decades, however, research suggests that XM is still poorly understood by both academics and practitioners. The present thesis presents a much-needed conceptualisation of XM which is then tested and validated through two rounds of experimentally designed research. The resulting conceptual model significantly extends the conceptual and empirical understanding of XM for both sides of the academic/practitioner dyad.

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