This thesis will discuss the two popular issues recently, which are brand identity and experiential marketing. In addition, raising a strategic experiential model to examine if the case brand FU could effectively convey their brand identity.
The purpose of this study were:
(1) Figure out the brand identity of case brand FU.
(2) Examining the five experiential modules within the all aspects of communication vehicles
(3) Whether Case brand could actively deliver brand identity in the communication process.
The research method of this research was held by in-depth interview with unstructured questionnaire to explore the incentives and attitudes of interviewees.
According to the research findings, four propositions were shown:
(1) Each brand identity element would convey through specific communication
vehicles.
(2) Experiential module mixes will be different in the following of all varied of conveyance medias.
(3) Sense experiential module is the corner stone of the five experiential marketing modules.
(4) To build firmly long-term brand-customer relationship, all the marketing medias should be integrated to convey the consistent message to the consumers.
Future research should examine further the role of experiential marketing. In addition, the approach way from the brand image, on the counter part of the brand identity, should be continued in future studies.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0608102-154455 |
| Date | 08 June 2002 |
| Creators | Lee, Hsiang-Yun |
| Contributors | Tsuang Y. Kuo, Junying Huang, none, Ming-rea Kao |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0608102-154455 |
| Rights | campus_withheld, Copyright information available at source archive |
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