...Pallab Sikdar; Charles Jebarajakirthy; Ruturaj Baber; Amee Agrawal; Haroon Iqbal Maseeh; Anubha Purpose This study aims to systematically review the experiential marketing (EM) literature by synthesizing the scholarly articles on this domain. Design/methodology/approach This study adopted...

... of brand experience on brand attitude materializes. In addition, contrary to the general expectation, there was no direct effect of brand experience on brand attitude. Originality/value This study enables a new perspective on how experiential marketing underpins a brand’s influence on certain aspects...

.... It is hoped that industry practitioners will benefit from this stream of research and will use games and gifts in innovative ways to engage customers and create brand experiences. Originality/value – This is one of the first works to highlight the importance of games and gifts in experiential marketing...