How does Experiential Marketing Influence Consumer Behaviour?
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 t...
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| Format: | Thesis |
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Curtin University
2025
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| Online Access: | http://hdl.handle.net/20.500.11937/97101 |