Experiential marketing as a strategic tool for increasing loyalty and brand image

Abstract

Experiential marketing has become an essential component of modern communication strategies, in a context where consumers seek authentic, memorable, and personalized interactions. The study analyzes how brand experiences—defined by interactivity, multisensory stimulation, and emotional involvement—contribute to building loyalty and strengthening organizational image. Based on the literature and relevant examples from international practice (Mastercard Tiny Home, Dove Real Beauty Sketches, Coca-Cola Drinkable Advertising), the research highlights that positive experiences generate emotional attachment, recommendation behaviors, and increased purchase intentions. At the same time, the integration of phygital technologies (AR/VR, mobile apps, UGC) amplifies the impact of campaigns and promotes organic expansion on social media. The results confirm that experiential marketing is not just a creative tactic, but a strategic tool that influences brand perception, competitive differentiation, and commercial performance.