資料載入中.....
|
請使用永久網址來引用或連結此文件:
http://ir.lib.ncut.edu.tw/handle/987654321/1423
|
| 題名: | 探討體驗行銷,體驗價值,品牌態度,品牌忠誠度之互動關係
Exploring the Interrelation among Experiential Marketing, |
| 作者: | 林志元
Lin, Chih-Yuan |
| 貢獻者: | 流通管理系 |
| 關鍵詞: | 體驗行銷;體驗價值;品牌態度;品牌忠誠度
experiential marketing;experiential value;brand attitude;brand loyalty |
| 日期: | 2008 |
| 上傳時間: | 2008-10-06 14:13:06 (UTC+8) |
| 摘要: | This paper reports a study which operationalizes experiential marketing and experiential value and empirically test a concept model adapted from the work of Schmitt ( 1999) and Mathwick et al. (2001) Aims at exploring the dynamic interrelations among experiential marketing, experiential value, brand attitude and brand loyalty. In Taiwan, the bibliography described the connection between the experiential value, experiential marketing and customer based brand equity is insufficient. The major objective of this study is to explore the interrelationships among experiential marketing, experiential value, brand attitudes and brand loyalty. In addition to measure how to work with the appropriate marketing modules to stimulate the senses and recall the experiential values to driven brand attitude and likely affect customers’ brand loyalty in the retailing environment designed by experiential marketing.
The survey collected 500 questionnaires and the surveying consumers whom they had made at least one purchase during the time of survey period collected data on IKEA store shoppers. All the 500 survey questionnaires were randomly assigned to the customers and collected 459 effective materials after screening process. Based on the data collected, a series of quantitative analysis is conducted. The results showed the relationship between experiential marketing and experiential value is statistically significant, and the magnitudes of the canonical root and the redundancy index are acceptable. Furthermore, some of the strategic experiential modules such as SENSE, ACT, and THINK should correlate highly with experiential value. Regression results also showed the experiential marketing and experiential value has significant influence on brand attitudes, further more, the brand attitudes also has significant influence on brand loyalty.
This finding provides several suggestions to retail managers: First, the survey provided them some useful constructs analysis to measure the memorable experiences and capable of delivering perceptible value. Second, marketers need to consider working with experiential grid and explore the logic of customer’s value presents in order to attract more and more visitors. Third, making efforts to through design multiple experiential modules can enhance whole experiential value system, stimulate brand attitude and patronage intent, then benefit to create more repeat visiting customers. In addition, the more examination in brand performance measures the more fruitage to further research.
The results indicate the experiential marketing is statistically significant impact on experiential value; and both of them influence brand attitude and loyalty. As well as in providing retail managers a better inside of how customer experience about brand equity more relevant to their strategy to use. Marketers believed that experiential marketing and values would be one of the most important resources of competitive advantage in facing the fast change and the high challenge environment of retail industry. The experiential value would likely affect customers’ brand attitude and brand loyalty in the retailing environment designed by experiential marketing accordingly. |
| 顯示於類別: | [流通管理系(所)] 【流通管理系所】博碩士論文
|
文件中的檔案:
| 檔案 |
大小 | 格式 | 瀏覽次數 |
|---|
| 0Kb | Unknown | 1574 | 檢視/開啟 |
|
在NCUTIR中所有的資料項目都受到原著作權保護.
|
