How does Experiential Marketing Influence Consumer Behaviour?

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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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Bibliographic Details
Main Author:	Davey, Andrew William
Format:	Thesis
Published:	Curtin University 2025
Online Access:	http://hdl.handle.net/20.500.11937/97101

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