| Summary: | 碩士 === 逢甲大學 === 企業管理所 === 91 === ABSTRACT
Under the circumstance of fierce competition in the market, difficult to differentialize, and more choices for consumers, providing perfect products is not good enough to satisfy consumers. Firms should focus on the needs and wants of their customers, and satisfy them with good communications. What mentioned here is to create a holistic brand experiences to build the effective brand relationships with customers.
This research has adopted questionnaire investigation of experiment proof study method. Five chain restaurants with famous brand names in Taichung are included in this study to discussed the effects of brand experiences on brand relationships on chain stores. The findings are as follows：
1.Except feel experience, the influences of sense, think, act, and relate experience on brand relationships are significant.
2.The interaction effect between the feel experiences * act experiences on brand emotional relationships is significant. The interaction effect between the feel experiences * relate experiences on brand commitment relationships is significant. Both the interaction effects between the sense experiences * feel experiences, and the sense experiences * think experiences on brand attachment relationships are significant.
3.The proprietors of chain restaurants must devote to provide different kinds of experiences to promote brand relationships more than a single experience.
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