A Study of the Relationships among Experience Marketing, Brand Association, Satisfaction and Loyalty─The Moderating Effect of Brand Personality.

• Main Authors: Chen, Meiling, 陳眉伶
• Other Authors: 張導釗
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/28773256873157344945

碩士 === 東海大學 === 企業管理學系碩士班 === 99 === The circumstance of global competition is dynamic and unpredictable. It is impossible to win or survive in the competitive market if companies just focus on product characters and quality. How to catch customers experience and emotion and create touching brand is the key to continue operating and maintain the competition advantage. Taking the smart cellular phone for example, its product life cycle is under the mature period. If the enterprises just take product functions, characters and qualities into consideration, it is out of question to compete. Besides, customers may think brand as the expression of personal image. Therefore, for smart cellular brand companies, how to make the experiential marketing, build specific brand personality to make customers associate with that brand and have the positive feeling are important, and then let customers feel satisfied and loyalty in order to achieve competition advantage. This study takes smart cellular phone as empirical study brand to discuss the relationships between experiential marketing, brand association, satisfaction and loyalty. Many scholars in the past discussed the relationship between experiential marketing and brand association or the relationship between brand personality and brand association. Few scholars explore brand personality affects the relationship between experiential marketing and brand association. Therefore, this study takes brand personality as moderator variable and discusses whether the effect on brand association by experiential marketing will change by the degree which brand personality’s vivid. The subjects are consumers who use smart cellular phone. We take Taichung City urban areas as place to provide. We receive 500 questionnaires and delete 68 ineffective questionnaires. The effective questionnaires are 432. We refer Churchill to make data analysis and examine each hypothesis in this study through path analysis. The results show that (1)The relationship between experiential marketing and brand association is positive; (2) The higher brand personality’s vivid, the stronger that experiential marketing affects brand association; (3)The relationship between brand association and satisfaction is positive;(4)The relationship between satisfaction and loyalty is positive. Through experiential marketing, making consumers have positive association and feeling is helpful to gain brand loyalty. In addition, the higher brand personality’s vivid, the stronger that experiential marketing affects brand association.