Effect of experiential marketing on brand loyalty to plant-based food products among individuals with or without a convenience store membership

Purpose In Taiwan’s intensely competitive convenience store sector, retailers have sought to increase market share by developing branded plant-based food products (PFPs). The present study aims to investigate planned behaviour and the effect of experiential marketing on brand loyalty to PFPs among relevant consumers at in Taiwanese convenience stores. Design/methodology/approach Questionnaires were distributed to 1,279 individuals with convenience store memberships and 448 individuals without such memberships to determine between-group differences in PFP consumption patterns. Findings Attitude, subjective norms and perceived behavioural control significantly increased experiential marketing intensity across Schmitt’s (2011) experiential marketing modules – sensing, feeling, acting and relating, which predicted brand loyalty to PFPs. The relating module exerted the strongest effect on brand loyalty. Attitude and subjective norms had stronger effects on experiential marketing intensity among convenience store members than among nonmembers. However, the indirect effect of perceived behavioural control on brand loyalty through the relating module was stronger among nonmembers than among members. Originality/value The proposed analytical framework and theoretical model extend the theory of planned behaviour to PFPs purchased at convenience stores. The findings can guide PFP manufacturers and retailers in developing strategies for increasing brand loyalty. In addition, the findings can guide government agencies in establishing policies for evaluating and promoting the development of the PFP industry.