A Study on the Relationship between Experiential Marketing of Anta Brand and Brand Attitude, Purchase Intention, and Recommendation Intention

Abstract

Based on a structural equation model, this study aims to verify the relationships between experiential marketing of the Anta brand and brand attitude, purchase intention, and recommendation intention. A stratified sampling method was employed to select three cities—Beijing, Changsha City in Hunan Province, and Guiyang City in Guizhou Province—where 500 adult consumers with recent Anta purchase experience were surveyed through on-site questionnaires. Data analysis was conducted using SPSS 26.0 and AMOS 21.0, supported by literature review and mathematical statistics. The results indicate that sensory experience, action experience, cognitive experience, and affective experience within experiential marketing have significant positive effects on brand attitude, whereas relational experience shows no significant impact on brand attitude. All dimensions of experiential marketing positively influence purchase intention. Brand attitude significantly and positively affects purchase intention. Brand attitude does not significantly influence recommendation intention. Purchase intention has a significant positive effect on recommendation intention.