| Summary: | 碩士 === 國立臺南大學 === 經營與管理學系科技管理碩士班 === 101 === Facing consumer trends of customers constantly by living environment, economic environment and personal factors, companies have recognized that the traditional way of doing business has been unable to meet consumer demand. Product standardization is no longer a trend, experiential marketing, experiential value, brand equity, has become more important recently. It is important to give special experience for consumers to repeat purchase. That will include sensory experience, emotional experience, thinking experience, mobile experience and relate experience, etc.
This study aims to focus on experience and brand equity and takes multi-function office chair as an example. The deep interview had been conducted to understand the relation between experience value and brand equity. The results have contributions to the practical to build up new business model.
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