Eid Mohamed Eid Hassan, Eman Mostafa Kamal

The mediating role of brand experience on the relationship between electronic event marketing and brand awareness

Introduction

The mediating role of brand experience on the relationship between electronic event marketing and brand awareness. Discover how brand experience mediates the relationship between electronic event marketing and brand awareness. This study of 456 online shoppers offers key insights for marketers.

Abstract

This study aimed to investigate the mediation role of brand experience (sensitive experience, intellectual experience, affective experience, and behavioral experience) on the relationship between Electronic event marketing (event experience-event social interaction), and brand awareness (brand recall-brand recognition). An exploratory study has been done to identify the study problem, and an intercept sample (River Sample) was collected from 456 Electronic shopping customers via an Online questionnaire. The results of the study explained a positive relationship between Electronic event marketing, brand awareness, and brand experience, and also illustrated brand experience as a mediator variable on the relationship between Electronic event marketing and brand awareness. The study results also found significant differences between the study sample opinions toward the study variables based on gender, while there were no significant differences between the study sample opinions toward the study variables based on demographic factors (age, education, and income). Finally, the study produced some important recommendations for both event organizers and customers.

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