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Effect of Experiential Marketing Strategy on Brand Equity of Infill Academy, Nairobi County, Kenya

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dc.contributor.author Thitai, Julia
dc.date.accessioned 2018-11-09T07:53:05Z
dc.date.available 2018-11-09T07:53:05Z
dc.date.issued 2018
dc.identifier.uri http://erepo.usiu.ac.ke/11732/4103
dc.description A Research Project Submitted to the School of Chandaria Business in Partial Fulfillment of the Requirement for the Degree of Masters in Business Administration. (MBA) en_US
dc.description.abstract The study examined the effect of experiential marketing strategy on brand equity of Infill Academy, Nairobi County, Kenya. The study aimed to answer three research questions; what was the effect of experiential marketing on brand associations? What was the effect of experiential marketing on brand loyalty? What was the effect of experiential marketing on perceived quality? The study adopted a descriptive research design. The target population for the study was parents with children at Infill Academy who participated in the annual events and school activities. The target population was 689 respondents. Stratified random sampling technique which involved dividing the population into different categories was distributed among a sample size of 139 respondents. A self-structured questionnaire was used to collect data. Descriptive statistics was the first phase of analysis for the data. The second phase of analysis involved inferential statistics which included Pearson’s (r) correlation and linear regression analysis. A positive and significant association was established between experiential marketing and brand association of Infill Academy which was confirmed by linear regression which showed a positive effect on brand association of Infill academy. A positive and significant association was established between experiential marketing and brand loyalty of Infill Academy which was confirmed by linear regression which showed a positive effect on brand loyalty .Positive and significant associations were found between experiential marketing and perceived quality of Infill Academy which was confirmed by linear regression which showed a positive effect on brand loyalty. The findings show that participants moderately agreed with the Infill Academy brand association; that respondents were agreeable to the brand loyalty of Infill Academy; and that participants were moderately agreeable to the perceived quality of Infill Academy. This means that participants were more loyal to the Infill Academy brand equity. This finding suggests that participants were more likely to enroll their children and recommend others to enroll their children to Infill Academy. The study therefore concludes that experiential marketing has an effect on brand associations of Infill Academy; that experiential marketing has an effect on brand loyalty of Infill Academy; and that experiential marketing has an effect on perceived quality of Infill Academy. The study recommends for the management of Infill Academy to involve parents in school activities and events as this increases their levels of association with the brand. The study recommends that Infill Academy should involve and continually engage parents and other stakeholders in decision making processes to increase the association of these parties to the academy .The study also recommends that management of Infill Academy should continue to develop and innovate events that promote and reinforce parents’ experiences with the academy as this will have a positive outcome on their loyalty to the school. The study recommends for innovative marketing experiential events such as sporting events, entertainment events, and talent shows to enhance their brand loyalty. The study recommends that management of Infill Academy should design and come up with innovative experiential marketing strategies that show the distinction between the services offered by the Academy in comparison to other players in the industry. en_US
dc.language.iso en en_US
dc.publisher United States International University - Africa en_US
dc.subject Experiential Marketing Strategy en_US
dc.subject Brand Equity en_US
dc.subject Infill Academy en_US
dc.subject Nairobi County, Kenya en_US
dc.title Effect of Experiential Marketing Strategy on Brand Equity of Infill Academy, Nairobi County, Kenya en_US
dc.type Thesis en_US


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