... to both actor and respondent gender. Originality/value This study enhances the literature on experiential marketing and credibility, especially banking sector advertising, and provides more in-depth insight into the role of respondent and actor gender in influencing responses. Financial services...

... that “if entities embrace their clients, the clients will embrace them back” (Mitchell, 2003). Researchers such as Schmitt (1999) popularised the concept of experiential marketing as a marketing process that integrates the sensations, feelings, thoughts, acts and relations that a company generates in its...