碩士 / 國立臺北大學 / 企業管理學系 / 94 / Recently Experiential Economics has been an issue which researchers who major in the domain of economics and management discuss ardently. The concept of Experiential Marketing is popularized through the trend of Experiential Economics. In addition, the importance of the flagship stores increases on establishing brand image, transmitting brand notion, and setting up brand identification, but so few researches explore how the flagship stores apply the concept of Experiential Marketing. As a result, the purpose of our research is that focuses the flagship store to investigate the relationship between brand identification and customer value from the view of Experiential Marketing.
Through the literature review, we understand the results of passed related researches and the relationships among variables, so we establish the research structure and hypothesis. We apply descriptive statistics, reliability analysis, confirmatory factor analysis, and LISERL to analyze the variables. We can get some results from the empirical study: the experiential variables will increase the experiential value except the active experiential variable, the experiential value has a positive relationship on brand identification and customer loyalty, brand identification has a positive relationship on customer loyalty, and attitude loyalty also has a positive relationship on behavior loyalty.
Our research concludes some research findings and makes these findings develop the tangible strategy to be the reference of marketing in practice. At last, we show our research limitations and point out some suggestions to be the reference of studying Experiential Marketing for the researchers in the future.
| Identifer | oai:union.ndltd.org:TW/094NTPU0121056 |
| Date | January 2006 |
| Creators | Ming-Xiang Wu, 吳銘翔 |
| Contributors | Dr.Jing Lin , Rui-Shan Wu, 林靖吳瑞山 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 108 |
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