A Study of the Relationship among CIS, Experiential Marketing, and Brand Image- A Case Study of Starbucks

• Main Authors: Kang Fang-Tsung, 康芳琮
• Other Authors: Tyson Jung
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/47246840963425557003

碩士 === 輔仁大學 === 管理學研究所 === 94 === Nowadays, products are continuously developed by intensification, diversification and specialization. The competition in market is increasingly intense and the consuming types of people are changing with the process of material culture. Moreover, consumers nowadays always judge and evaluate corporations by their impressions of them. When buying a product and facing the same product of many brands, if we can’t judge what brand is better, our buying standards often base on the brand’s indigenous image. In modern merchandise market, the functions and qualities of many similar products are the same or not different much. Therefore, what can decide the choices of people is always an important psychological factor-the differences of people’s impressions for different corporation. The goal of this research are the following statements, first is to investigate every variable of CIS influence the brand image and second is to investigate every variable influence the brand image. This research takes starbucks for example, and investigates whether CIS and experiential marketing strategy will positively and apparently influence the brand image of starbucks. This research uses convenient sampling and internet questionnaire. The total sample amounts to 212. The methodology of this research adopts reliability, validity analysis and SEMs as main analytical tools and SPSS 10.0 and AMOS 5.0 as analytical soft wares. The real findings of the research are 1. mission identity positively but insignificantly influence brand image. 2. behavior identity positively but insignificantly influence brand image. 3. visual identity positively but insignificantly influence brand image. 4. sense experience positively but insignificantly influence brand image. 5. feel experience positively but insignificantly influence brand image. 6. think experience positively but insignificantly influence brand image. 7. act experience positively but insignificantly influence brand image. 8. relate experience positively and significantly influence brand image. According to the results of this research, I have eight practical managerial suggestions for starbucks: 1. to place importance on educational training of employees. 2. to develop diversification products. 3. to emphasize the symbol of brand. 4. to intensify the atmosphere of the store. 5. to pay attention on the feelings of consumers. 6. to integrate the popular products. 7. to improve the system of VIP. 8. to hold the experiential camp of coffee and reading.