The Impact of Experiential Marketing on Brand Attitude in Children’s English Education Industry

• Main Authors: Chia-Ju Liao, 廖佳柔
• Other Authors: Sue S.E. Joe
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/wq39q2

碩士 === 臺中技術學院 === 企業管理系事業經營碩士班 === 99 === According to Common Wealth Magazine 2007 mentioned, over a hundred million people studied English in the year 2000 and about a third of the human population will learn English in the year 2010. In the future, half the world’s population will be able to communicate in English. English will become the real Esperanto. Many country governments recognize that “English ability” will determine the depth and width of information for an emerging generation. The importance of English will not only be the trend but also with urgent business in non-English speaking countries. These extensive demands make the children’s English education industry more vital in Taiwan. In the early quota market, the traditional marketing methods of Children’s English Education Industry were based on the product’s functions to recruit students. As a result of changing economic times, consumers have become more perceptual than before. Also, the present marketing strategy of Children’s English Education Industry can take advantage of experiential marketing to gain more consumer interest. The main purpose of this study is to explore the experiential marketing strategy to work on the Children’s English Education Industry in Taiwan which faces the problems of the phenomenon of low birth rates and increasing competition. This study is based on the parents of the students from two different branch campuses of the Children’s English Education Industry in Taichung. 800 questionnaires are surveyed. The response rate is 62.3%. 441 valid samples are statistically analyzed. According to the strategic experiential modules (sense, feel, think, act, relate) of Bernd H. Schmitt, 1999 to explore the effects of a consumer’s experience into customer-brand relationships and brand attitudes for this study was researched. The data analysis methods that were examined are by SPSS 12.0 version: descriptive statistics, person product-moment correlation, hierarchical regression analysis and AMOS 7.0 version: confirmatory factor analysis. The results of the research are as follows: 1. Experiential marketing has positive impacts on brand attitude. 2. Experiential marketing has positive impacts on consumer involvement. 3. Consumer involvement has positive impacts on brand attitude. 4. Experiential marketing hasn’t a moderating effect on brand attitude because of consumer involvement interferences. 5. Sense, feel, think, act, and relation of experiential marketing can strengthen the consumer determination to purchase merchandise of brand attitude through consumer involvement. 6. Consumer involvement mediates the relationship between experiential marketing and brand attitude. From the results of this research can bring the new marketing methods for the entire Children’s English Education Industry in Taiwan.