Experiential Brand Activation on Customer Brand Trust in Mobile Telecommunication Services of Sri Lanka: with special reference toward Door to Door Promotions

Abstract

The purpose of the paper is to investigate the impact of experiential brand activation namely; sensory, affective, behavioral and intellectual on consumer brand trust. The study conducted with the context of door to door promotions in mobile telecommunication sector of Sri Lanka. Data collected by the mean of cross-sectional survey among 208 respondents within the geographical area of western provinceby using convenience sampling, and both inferential and descriptive statistical tools were used to analyze the data. The variable; experiential brand activation and brand trust was indicating a positive relationship. Experiential brand activation is supported to enhance the brand experience and it leads to generate brand trust. The study is having a contribution to the felid of brand activation which is a greenhorn for studying and improving consumer experience. Further the study used the context of door to door promotion which has not yet reported in using evaluating the consumer experience within mobile telecommunication industry