Abstract: Evaluation of perceptions of customers towards a brand, as anorganisations’ intangible asset regarding experiential marketing has becomemuch more important for companies. This paper investigates the impact ofexperiential marketing on brand equity. Situational dimensions, word of...

Purpose – The purpose of this study is to identify the factors affecting brand competitive positioning (BCP)and its components in the home appliance industry and also to develop a scale for it, considering both theseller’s and the buyer’s side.Design/methodology/approach – The factors...