A Study of Relationship between Experiential Marketing and Brand Attachment of the Food and Beverage: Moderating Effects of Product Involvement

• Main Authors: ZHENG YU, 鄭禹
• Other Authors: Chien-Heng Chou
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/382gdx

碩士 === 中國文化大學 === 國際企業管理學系 === 105 === Consumers’ attachment degrees to a brand can determine their purchase be-haviors for products of this brand, so how to cultivate brand attachment is one of im-portant abilities or one of important means in the formation of competitiveness of enter-prises. In the past, only few scholars discussed the relationship between experiential marketing and brand attachment. However, in today's consumptions, consumers pay more and more attentions to the experience and emotion in purchase process, so experi-ential marketing is a very important trend in the field of marketing. In this study, from a perspective of experiential marketing, an exploration was made on whether the experi-ential marketing will increase the attachment degree of consumers to the brand. There-fore, in essence, this study was focusing on analysis on the relationship between experi-ential marketing and brand attachment, and whether such relationship will be moderated by product involvement. In this study, the catering industry was selected as the context, the study sub-jects were young consumers, and the data were collected via the structured question-naires. In a total of 300 questionnaires distributed, 208 were valid. The results showed that, under the control of the influence of corporate social responsibility, there is a sig-nificant positive correlation between experiential marketing and brand attachment, and there is a significant positive moderating effect of product involvement on the relation-ship between experiential marketing and brand attachment, so all of the hypothesis were supported by this empirical research. According to the research results, this study con-cluded its meaning for management and put forward recommendations for future re-searches.