A Study on brand extension, sale promotion, experiential marketing, customer satisfaction degree and brand equity – An Empirical Investigation of the Clothing Retail Industry

• Main Authors: Chung-Han Chuang, 莊忠翰
• Other Authors: 胡同來
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/w5k8c8

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 99 === Because of recession, personal disposable income is becoming lower and lower. Therefore, consumers start to take economical element account to choose product. Taking clothing retailer industry for example, there are many famous value clothing retailers cutting down cost of channel to provide more attractive and reasonable price. As above mention, they create their own competitive advantage at the same time. Furthermore, in order to touch customers and let customers know more about brand, more and more famous clothing brand start to build flagship stores to make customers feel happy and satisfied while they are shopping. This research integrated with academic books and with related references has developed a theory framework. The data collected from questionnaire investigation method in Taipei City, probe into the value clothing retail industry this brand extension, sale promotion and experiential marketing, is it close of connecting with customer satisfaction degree and brand equity by way of structural equation modeling. The most significant finding : There is a significant, positive correlation between brand extension and customer satisfaction degree.There is a significant, positive correlation between sale promotion and customer satisfaction degree.There is a significant, positive correlation between experiential marketing and customer satisfaction degree.There is a significant, positive correlation between customer satisfaction degree and brand equity. The survey takes consumer of the value clothing retail industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy.