The Effects of Perceived Experiential Marketing Activity on Consumers' Attitude toward Apparel Brands

: Active exploitation of experiential marketing is now practiced in diverse range of apparel brands such as lux-ury, sports and casual brands. Under such a market environments, this study attempts to verify the effects of consumer’sexperiential marketing perception by analyzing the formation process of brand attitude. The path from experiential mar-keting strategic modules (sense, feel, think, act, and relate) to brand loyalty is mediated by...