Assessment of the impacts of experience marketing on the brand image of textile companies in Latvia

Abstract

This research aims to fill knowledge gaps in Latvian textile companies' brand image impact of experience marketing. Despite existing literature, Latvian textile enterprises have received less attention. Data is collected through a questionnaire survey and statistical analysis. This comprehensive evaluation contributes to understanding experience marketing in the Latvian textile industry and fills knowledge gaps in academic literature. This research aims to evaluate the impacts of the experience marketing strategies on the brand image of the companies in the textile industry of Latvia. This study uses a quantitative approach, using internet-based questionnaire survey. The authors collected 162 responses using convenience sampling method. The aim is to demonstrate the impact of experience marketing on the brand image of Latvian textile industries through an analysis procedure. The research question of the study: "What is the impact of experience marketing strategies on the brand image of companies in the textile industry of Latvia?" The study found a significant relationship between experience marketing strategies in the Textile Industry of Latvia and all independent variables, with a moderate correlation observed except for customer satisfaction. The analysis confirmed that these strategies positively enhance the brand image of companies in the industry, as confirmed by the results of the Chi square test and Spearman correlation.