The Effects of Brand Experience on Brand Relationships

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...

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Main Authors: Li-Pin Chang, 張立品
Other Authors: Pao-Long Chang
Format: Others
Language:zh-TW
Published: 2003
Online Access:http://ndltd.ncl.edu.tw/handle/j3jt24
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spelling ndltd-TW-091FCU051210112019-05-15T20:22:42Z http://ndltd.ncl.edu.tw/handle/j3jt24 The Effects of Brand Experience on Brand Relationships 品牌體驗對品牌關係影響之研究 Li-Pin Chang 張立品 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. Pao-Long Chang 張保隆 2003 學位論文 ; thesis 107 zh-TW
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description 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.
author2 Pao-Long Chang
author_facet Pao-Long Chang
Li-Pin Chang
張立品
author Li-Pin Chang
張立品
spellingShingle Li-Pin Chang
張立品
The Effects of Brand Experience on Brand Relationships
author_sort Li-Pin Chang
title The Effects of Brand Experience on Brand Relationships
title_short The Effects of Brand Experience on Brand Relationships
title_full The Effects of Brand Experience on Brand Relationships
title_fullStr The Effects of Brand Experience on Brand Relationships
title_full_unstemmed The Effects of Brand Experience on Brand Relationships
title_sort effects of brand experience on brand relationships
publishDate 2003
url http://ndltd.ncl.edu.tw/handle/j3jt24
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