THE IMPACT OF EXPERIENTIAL MARKETING ON BRAND COMMITMENT A CASE OF ONGA FOOD SEASONING

Experiential marketing is a strategic approach that focuses on creating immersive and memorable experiences for consumers to foster a strong connection with a brand. The relationship between experiential marketing and brand loyalty is an important topic in the field of marketing, and there is empirical evidence to support the existence of a significant and positive relationship between the two. The purpose of the study was to examine the relationship between experiential marketing and brand loyalty. The study further examines the mediating role of brand commitment between the two relationships. The study employed a self-administered questionnaire and sampled 250 respondents. Structural equation modelling was employed to analyse the data using SMART PLS. The findings revealed that, there is a significant and positive relationship between experiential marketing and brand loyalty. Through emotional engagement, memorable experiences, customer satisfaction, and other factors, experiential marketing can effectively build and enhance brand loyalty. Businesses that invest in creating meaningful and memorable brand experiences are more likely to foster brand loyalty and achieve long-term success in the market. The study further revealed that brand commitment significantly mediates the relationship between experiential marketing and brand loyalty. The study recommends that, further studies should focus on longitudinal study and also use more seasoning product to generalise the findings.