The Study of Customers’ Motivation and Benefit Gained Toward Brand Experience—Take NIKE as an Example

• Main Authors: Chiang, Lan Yin, 姜藍茵
• Other Authors: 白佩玉
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/n2tn8k

碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 104 === This study use NIKE’s brand experience activities as contextual research topic. The goal of the research is to explore the motivation and benefit gained toward brand experience by using semi-structured interviews with interviewees who have attended NIKE’s brand experience activities. With abundant interview result, this study aims to give suggestion for future design of brand experience activities. The results of this study showed that customer attend brand experience because it not only provides a goal for customer to set and to strive for, but also provide a channel for customer to gain social benefit and to show self-congruity with the brand. The study also showed that customer could gain self-efficacy, sense of subjective wellbeing and have positive influence toward brand attitude and brand image. In conclusion, when brand experience satisfies customers’ motivation; customer will be positively influenced on both self and brand-related concept. On top of this, this study conclude a research model for future studies. Suggestion for future brand experience planning is provides by this study: First, a brand could offer a goal for customer to strive for and give customer sufficient help. Second, a brand could provide social benefit via brand experience. Third, a brand could show its personality through brand experience activities. By utilize these principles on brand experience activities design; customer will have positive influence toward brand image and brand attitude. Key words: Brand Experience, Goal Setting and Goal Striving, Self Efficacy, Brand Attitude