The Effectiveness of Experiential Marketing on Brand Loyalty in the Retail Sector

Abstract

This study examines the impact of experiential marketing on brand loyalty in Thailand’s retail
sector, focusing on how different experiential dimensions including sensory, affective,
cognitive, and behavioral, shape consumer perceptions and loyalty behaviors. The research
aims to understand how memorable customer experiences foster stronger emotional
connections and sustained loyalty. A quantitative research approach was applied using survey
data from 520 Thai retail consumers across various categories, including fashion, lifestyle, food
and beverage, and electronics. Data were analyzed using structural equation modeling (SEM) to
test direct and indirect relationships among key variables. The findings reveal that affective
experiences have the strongest influence on brand loyalty, followed by sensory experiences,
while cognitive and behavioral experiences show weaker direct effects. Furthermore, customer
satisfaction and brand engagement were found to mediate the relationship between experiential
marketing and brand loyalty, confirming that emotional and relational factors enhance
customer attachment and repurchase intention. The results highlight that experiential marketing
is more effective in hedonic retail contexts, where consumers seek pleasure and enjoyment,
than in utilitarian ones. Practically, it suggests that Thai retailers should design immersive and
emotionally resonant experiences that strengthen satisfaction and engagement, thereby
enhancing long-term loyalty in an increasingly competitive retail landscape.