The Relationships among Marketing Innovation,Brand Knowledge and Brand Relationship~A Case on Hanshin Department Store's Luxury Brand Customers
| Autor: | Cheng, Jackie Chi-Ling, 鄭琦琳 |
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| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 Most large department stores in Taiwan face the common issue of “product homogeneity” with others. In this research case, the Hanshin Department Store has built an upscale identity based on the luxury brands that it carries as a niche marketing strategy since its opening in 1995. This has helped it grow quickly, and to gain differentiation from other department stores. A retrospective review of Taiwan department store references reveals almost no one related to brand relationship. The work of Esch, et al. (2006) addressed the value of investigating topics related to luxury brands, and served as the inspiration for this research. Results for this study indicate that the brand relationship between Hanshin Department Store, its luxury brand partners, with their luxury brand customers, was created, cultivated and maintained through marketing innovation over several years. In addition, brand knowledge including brand awareness and brand image of luxury brand partners of Hanshin Department Store have been crucial in cementing the brand relationship perceived by luxury brand customers. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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