A Preliminary Study on the Development of Political Brand Experience Scale－A Case Study of the Councilor

• Main Authors: CHU,TSAI-LING, 朱彩鈴
• Other Authors: SHYR, YI-HWAN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/fppqtb

碩士 === 國立臺中教育大學 === 管理學院國際經營管理碩士在職專班 === 105 === This paper aims to study the impact of the councilor of brand experience on voter satisfaction and loyalty, through the development of this theme to explore the preliminary of the political brand experience scale. Collected to domestic and foreign major scholars experts, has explored the brand experience marketing and the councilor of the election strategy related to the theoretical literature, for the integration of the development and development of political brand experience scale. In Taiwan election marketing strange and diversification, almost all evolved from the marketing of goods from. In recent years, brand and experience marketing in the industry has become popular in the world of kind of commercial marketing practices, and in the domestic and foreign academic circles, seen no amount of relevant reference literature; However, for the councilor of political representatives on behalf of the political brand. But in the academic research literature, but found that very few related theories, and because the Taiwan election laws are not open, can’t verify its loyalty, only through the choose a variety of polls on the battlefield to make predictions. This study is based on this, to develop a preliminary study on the development of political brand experience scale. The research is based on the brand experience questionnaire introduced by Brakus et al. in 2009, uses strict measurement to construct the procedure, to develops totally 29 measurement items. Through the collection of information and literature, and guide the professor to discuss the development of the exploratory political brand experience scale prototype. And after a number of marketing experts and scholars to guide the review, they advice and guidance, make corrections and increase the title part of the use of the network questionnaire release, for representatives of public opinion, etc. to participate in the election related local gentry 30 Table pre-test. Then, a formal questionnaire was issued and the 302 samples were collected for verification. The empirical results show that the political brand experience can predict voter satisfaction, while the higher the voter satisfaction, that can improve voter loyalty. The CR value, correlation analysis and internal consistency test, CR value and correlation analysis must be significant. The value of α after the deletion is smaller than the total value of α. Each subject at least two statistical methods meet the standard that is to retain the subject, and then for the factors and reliability analysis, the results that the scale are in line with the preliminary development of this research standards and good reliability. And in the last chapter to make conclusions, study restrictions, management implications and future research recommendations direction, will be discussed at the end of the text.