...Lova Rajaobelina; Caroline Lacroix; Anik St-Onge Purpose The purpose of this paper is to investigate the impact of five dimensions of experiential advertising (cognitive, emotional, sensory, relational and behavioural) on advertising credibility in the banking sector. Design/methodology...

... banking context. Post factor confirmation, it uses discriminant analysis to test the predictive strength of the CE factors for discretionary behaviors of customers. Findings CE factors are categorized as functional clues (convenience and credibility), humanic clues (employee competence and compassion...