A Study of the Relationship among Experiential Marketing, Experiential Value and Brand Equity
| Autor: | Ji-Long Li, 李季龍 |
|---|---|
| Rok vydání: | 2004 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 92 Experiencing economic era idea that Pine and Gilmore once proposed. The era that we are in is the economic era of experience at present. Consumers in this era, the thing of the demand is enough to make it move and leave the products that remember all one''s life. We can find enterprises under economic era, no matter traditional industry or new developing scientific and technological industry, adopt the marketing tactics of experiential marketing. Urde(1994)once advocated that brand is the key to surviving and growing up in enterprises. We can find out that really there is a necessity of their research in the Brand Equity. Though has already studied the subject of a lot of experiential marketing in existing academic research, but has not studied brand equity. We unable to carry on perfect explanation, explanation, predict or controlling in experiential marketing. For above-mentioned reasons, cause the motive of this research, so, this main purpose of research is in 1. Understand the meaning of experiential marketing and Brand Equity. 2. Inspect the relation of experiential marketing and Brand Equity. 3. Inspect the relation of experiential marketing, experiential value and Brand Equity. According to the conclusion of this research, we can find that not all experiential marketing influences Brand Equity. But this does not show that act experience and relate experience have no benefit to brand equity. We can infer the reason that Starbucks Coffee does not emphasis on act experience and relate experience. Result of study even show on the other hand, In the catering trade, sense, feel and think experience can really improve brand equity of enterprises. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|