Experiential Marketing And Brand Equity Of Selected Fast Food Restaurants In South East, Nigeria.

ABSTRACT

This study focused on the effect of experiential marketing on' brand equity of selected fast food restaurants in South East, Nigeria. Specifically, it examined the effect of sensory experience on perceived quality, emotional experiences on brand association among other objectives. Data were elicited using structured questionnaire designed in a 5 point likert scale and distributed to 291 respondents. Data generated were analyzed using descriptive statistics, ordinary least square regression model and Pearson product moment correlation analysis. Findings indicated that a positive and significant effect were found between experiential marketing and perceived quality of fast food restaurant which were confirmed by linear regression showing a positive effect on perceived quality. We therefore concluded that experiential marketing has effect on perceived quality of fast food restaurants. We recommended that management of fast food restaurants should design innovative experiential marketing strategies such as: sporting events, entertainment events, seminars and talent shows to enhance customers brand loyalty. We also recommended management use of experiential marketing such as: sponsorship, events, product placement etc. as this creates brand awareness that change perception of customers about a brand in a positive way thereby creating favorable impression on customers' mind.