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体验行销与品牌权益关系之探讨—涉入与产品属性的干扰角色
体验行销与品牌权益关系之探讨— 涉入与产品属性的干扰角色
Explore the Relationship between Experiential Marketing and Brand Equity: The Moderating Roles of Involvement and Product Attributes
吴 长 生 Paul C. S. Wu
连 佳 仪 Wenny J. Y. Lian
摘 要
体验行销是让顾客从生活与情境当中体验产品或服务,提供消费者一个能够触 动其情感,刺激其心思的解决方案,让消费者从生活与情境的体验当中,感受到全 面性的品牌认同,进而影响消费者的购买决策.其次,消费者虽会因体验产生情绪, 直接影响品牌权益,但这之间影响消费者资讯处理途径的主要因素之一乃是产品涉 入.此外,不同的产品属性也可能会干扰体验行销对品牌权益之影响.据此,根据 理论探讨,本研究提出以下三个命题: (1)体验行销对品牌权益有正面贡献; (2) 涉入对体验行销各构面与品牌权益间之关系具有干扰影响; (3)产品属性对体验行 销各构面与品牌权益间之关系具有干扰影响.最后本研究提出管理建议,提供业者 透过强化消费者体验以提升品牌权益之参考. 关键词:体验行销,品牌权益,涉入,产品属性
真理大学企业管理学系副教授 真理大学管理科学研究所硕士
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商学学报 第十七期
Explore the Relationship between Experiential Marketing and Brand Equity: The Moderating Roles of Involvement and Product Attributes
Abstract
According to the literature review, experiential marketing provides the consumers with touched solution under fantastic points of purchase settings, enhances their brand cognition, and then affects their purchase decision. However, the relationship between experiential marketing and brand equity might be affected by the degree of product involvement. Moreover, product attributes also might have moderating roles on this relationship. With these findings, this study proposes the following three propositions: (1) Experiential marketing has positive influences on brand equity. 2) ( Involvement has moderating effects on the relationship between experiential marketing and brand equity. (3)Product attributes have moderating effects on the relationship between experiential marketing and brand equity. Finally, this research proposes some suggestions for practitioners to strengthen consumers' experiences from the flagship stores and then enhance the brand equity. Keywords: Experiential Marketing, Brand Equity, Involvement, Product Attributes
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体验行销与品牌权益关系之探讨—涉入与产品属性的干扰角色
体验行销与品牌权益关系之探讨— 涉入与产品属性的干扰角色

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