This study aims to explore the relationships between experiential marketing, brand value, and purchase intention in religious activities. Experiential marketing is an important aspect of consumer behavior, often associated with brand image and values. Religious activities, as experiences imbued with profound meaning and emotion, may significantly influence consumers' perception of brand value and their purchase intentions.
The research focuses on specific religious activities as the subject of study, collecting data through questionnaire surveys. Statistical analysis methods are employed to examine the relationships between experiential marketing, brand value, and purchase intention.
Results indicate that experiential marketing in religious activities significantly impacts consumers' perception of brand value. Through the emotional and spiritual fulfillment derived from religious activities, consumers develop a deep resonance with the brand, further enhancing its perceived value. Moreover, the findings reveal that brand value positively influences purchase intention, with consumers willing to invest more in these brands.
The results of this study have important implications for the planning of religious activities and brand management. By creating experiential religious activities, organizations can strengthen consumers' value identification with the brand, thereby stimulating their purchase intention. Additionally, these findings contribute to a deeper understanding of the interrelationships between experiential marketing, brand value, and religious activities.
