International records / OpenAlex research

Experiential Marketing and Consumer Loyalty in Akwa Ibom State: Evidence from Champion Lager Beer

This study empirically investigates experiential marketing as a strategic tool for enhancing consumer loyalty in the Nigerian alcoholic beverage industry, with reference to Champion Beer in Akwa Ibom State. Addressing a structural gap in regional marketing literature, the research expands traditional frameworks to encapsulate four modules: sensory activations, emotional experiences, behavioral touchpoints, and intellectual encounters. A descriptive survey design was employed, utilizing a structured questionnaire administered to 400 respondents across Uyo, Eket, and Ikot Ekpene, determined via …