Marketing and brand are that recent activities by enterprises can be seen the company create value through two major tools in the future. Schmitt (1999) proposed the term experience marketing, making marketing pay more attention to the purchasing experience of consumers, especially, is to create a brand experience that the brand image of the way the customer in mind. In this study, we used computer show in 2010, ASUS exhibition as an example, try to understand whether the exhibition to move consumers through experience marketing and brand image in the mind, finally exhibition to stimulate consumers to buy goods. In this study, using a variety of analysis, we can get the following conclusion:
1. ASUS notebook can be divided into two major segments; The first is to purchase the more low-cost models based on the young population, the second was the purchase of high-level notebook. The consumption of Netbook also can be divided into groups. One is to buy more low-cost group of young students and the other purchase of a second computer for the convenience.
2. Respondents considered that the best brand image which they feel for the show: Use the ASUS computer to make me feel creatively, make yourself a credible image and audio-visual experience to meet the needs of the pursuit of customers.
3. Experience marketing helps brand image building and can be predicted it. When the respondents have more good experience in experiential marketing, the more we can build a brand image. And experience marketing, brand image and purchase intention is positively related between.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0627111-110423 |
| Date | 27 June 2011 |
| Creators | Fu, Cong-Mao |
| Contributors | Tsang-Yi Kuo, Tai-Hwa Chow, Pei-how Huang |
| 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-0627111-110423 |
| Rights | withheld, Copyright information available at source archive |
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