Explore the relations among experiential marketing, brand image and consumer loyalty through Heineken large music events

• Main Authors: Wang, Haofu, 王豪甫
• Other Authors: 陳素娟
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/89542000423162030960

碩士 === 實踐大學 === 企業管理學系碩士班 === 101 === In modern society, the quality of life has become more significant to people than before. This inevitably led to a phenomenon where consumers seem to have developed a higher standard for the quality of the beer they are willing to spend money on. For these consumers, beers play a unique and irreplaceable role in many different types of socializing occasions in life. For them, their choice in beer conveys more than just the taste they have in beers, but also act as a symbol that is reflective of their inner attitude of life. In the recent years, experiential marketing has evolved into an influential and popular marketing strategy embraced by many companies around the globe, regardless of the industry they are in. As a result, lots of liquor brand decided to jump on the bandwagon and designed a variety of events in the attempt to attract consumers’ attention. A decent example of this would be the Heineken, through either sponsoring or hosting top-tier and celebrated musical parties; they successfully established a positive connection between their product and the consumers’ experience in these parties. “Sensation, The Ocean of white “is one of those celebrated music party sponsored by Heineken that ended in September in Taiwan. The result of this campaign was promising. It has achieved a reasonable amount of media exposure, and has augmented consumers’ awareness about Heineken. Past researches in the liquor industry tend to focus on the brand’s sponsorships spokesman, and their marketing strategies. Topics about brand awareness, brand image, and consumer loyalty were rarely discussed in depth. Therefore the core purpose of this study is to examine the effectives of Heineken’s experiential marketing and its effect on the brand and consumers. 1. Heineken’s experiential marketing attempt through sponsoring and hosting celebrated musical events had a positive impact on the brand’s image. 2. Heineken’s brand image has a positive relationship with consumer loyalty. 3. Heineken’s experiential marketing attempt through sponsoring and hosting celebrated musical events had a positive impact on the consumer loyalty. 4. Sensation’s music party has a mediating effect between experimental marketing and consumer loyalty.