Role of Event Marketing in Developing Brand Trust and Brand Loyalty: With Special Reference to the Mobile Telecommunication Industry in Sri Lanka

Abstract

Event marketing appears to be an innovative technique used by mobile telecommunication companies in order to influence their customers towards a brand relationship. Evidence from literature revealed that the impact of event marketing in creating consumer brand trust and brand loyalty is inconclusive. Further, the relationship between brand trust and brand loyalty is influenced by consumer gender and brand commitment. Thus, the purpose of this study is to identify the significance of event marketing on creating consumer brand trust and brand loyalty with a varied impact by consumer brand commitment and gender in the Mobile Telecommunication industry of Sri Lanka. The study adopted a survey method in order to collect data. The study collected data from three hundred and forty-three (343) respondent using a self-administrative questioner. The relationship between event marketing and brand loyalty was significant and the study identified that event marketing could result in creating both brand trust and brand loyalty. Further, brand trust partially mediates the impact of event marketing on brand loyalty. Moreover, the study supported moderating effect of consumer gender and brand commitment on the relationship between brand trust and brand loyalty. The study reveals the importance of event marketing in creating brand trust and brand loyalty of mobile customers, and the need of taking gender composition and brand commitment among their consumers in such attempts. The research findings contribute to the relationship marketing literature by providing new insights into event marketing-on of the relationship marketing tools.

Keywords: Brand Commitment, Brand Loyalty, Brand Trust, Event Marketing, Mobile Telecommunication Sector in Sri Lanka