Place Marketing: Based on Consumption Value and Brand Relationship Quality

• Main Authors: Ren-Zhen Liu, 劉人禎
• Other Authors: Yuan-Chuan Chuang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/9ma7a7

碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 101 === In the busy modern life, the night market has become important leisure place in the the mind of people. It is not only satisfied our appetites also to satisfy our diverse livelihood consumer goods, just like a large convenience store convenience, closely linked with our lives, is a good place for relieve pressure. Not only the night market plan may prosper the place, is also important local sightseeing property. Taking Shilin Night Market as the example, successfully shaping the overall image of international tourism night market, creating more leisure, consumption of new attractions, the surrounding businesses are more good than harm as well. The subject of this study is mainly to explore the effect of consumption value on the brand relationship quality, and to explore whether the gender factor and product involvement have moderator effects. The results show that consumption value has positive effect on the brand relationship quality. For the effect of the consumption value on the brand relationship quality, product involvement has moderator effects on functional value, emotional value and epistode value, and gender factor has a moderator effect on conditional value.