مؤسسة الشرق الأوسط للنشر العلمي
عادةً ما يتم الرد في غضون خمس دقائق
Abstract
The purpose of this study is to examine the impact of experiential marketing (social support, social presence, and flow experience) on brand usage intention in the transportation sector in Sudan. The data were collected base on non-probability (convenience sampling) among the customers of mobile taxi booking application companies in Khartoum state and 384 questionnaires were distributed, and the response rate was (86%). The study used Structural Equation Modeling and path analysis to analysis the data. The empirical results show a partial relationship between the dimensions of experiential marketing and brand usage intention