The Effect of Art into Commercial Space on Brand Image and Customer Loyalty - The case study of Art Cafe
| Autor: | Yen-Ni,Liu, 劉燕妮 |
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| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 This study aims to research whether art into commercial space can increase the business brand image and customer loyalty. The case study is Art Cafe within art space that holding exhibitions and activities regularly or irregularly. The respondents of this study are the customers who had been to art cafe、and this study adopts convenient sampling to choose consumers as subjects to fill out the questionnaire. The total sample size is 351、and the effective example is 340 、the recall rate of valid questionnaires is 96.87%. Furthermore、the study use four models of the HLM to examine the effect of art space』 spatial patterns on brand image and customer loyalty. Also、the study examine the business model of art space on these relationships. The result indicates that spatial patterns and art elements of cafes art space are diversified、and the consumers mostly are young men who love arts and cultural activities. Besides、the experience of consumer participation is the key to marketing strategy. And the business model of art space will affect the brand image of the cafe 、and significantly、the business model of art space will affect customer loyalty of the cafe . |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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