Experiential Marketing on Brand Image and Consumption Intention: A Case of Miaoli Wood-fired Ceramic Industry
| Autor: | HSIEH, HSIANG-LIEN, 謝湘蓮 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 The cultural and creative industries are the development trend of the advanced countries in the world in recent years. Taiwan is in line with the trend for developing the industries. Many local governments in Taiwan promote policies for developing local cultural and creative industries. One of the most important issues is how to create the economic value of local cultural and creative brands through marketing techniques. Accordingly, the purpose of this study is to explore the feasibility of building a brand image of Miaoli wood-fired ceramic through experiential marketing, and to verify the impact of experiential marketing on consumption intention. Two phases were conducted in the study. In the phase one, 33 participants experienced the process of DIY pottery and tea ceremony by using the wood-fired ceramics in a gardened workshop, then a survey on the experience, brand image, and purchase intention was conducted. In the phase two, a convenience sample of 49 respondents who didn’t participate in the experiential marketing was investigated on their opinion on the brand image, and purchase intention of Miaoli Wood-fired Ceramic. The results showed that experiential marketing significantly increases the brand image. There is a positive relationship between the brand image and purchase intention. Furthermore, the comparison between the experiential group and non-experiential group showed that for the brand image perception and purchase intention, the experiential group is significantly higher than the non-experiential group. The study suggests that local governments could build the native wood-fired ceramic brand image by experiential marketing. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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