| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 106 === The Cultural and Creative Industries have been highly valued by many counties in recent years, and the movie industry plays an important part not only in people’s entertainment but also in the Cultural and Creative Industries. However, people didn’t pay much attention to the cinema of Taiwan until 2008, when the movie Cape No. 7 directed by Wei Te-Shen received huge box office success and aroused consumers’ interest in Taiwanese movies. Although the life cycle of movies is relatively short, some studies have proven that the short-term brands can also bring a great number of fans to the movie stars and the movie directors.
In this study, we set the fans of KANO as the research target and applied Amos structural equation modeling to verify the relationship among perceived value of brand, brand loyalty and fan’s behavior. The result shows as follow：
1. The higher consumer perceived value of the brand is, the higher brand loyalty is.
2. The higher consumer brand loyalty is, the stronger fans behavior is.
3. The higher consumer perceived value of the brand is, the stronger fans behavior is.
The result shows that the Five Dimensions of perceived value of brand are noticeable, indicating “New Luxuries” can also bring consumers the feelings of comfort and pleasure that “Luxuries” provide.
Due to the wide spread of the Internet these years, a blockbuster usually results from various marketing and promotion strategies. Nevertheless, movie marketing is not simply to advertise on the traditional media, but rather to achieve the best effect at the lowest cost by making good use of the exposure and word-of-mouth effects on the Internet, electronic media, and the social networking sites. For this reason, many companies even have vacancies for fan page managers because this method is beneficial to filmmakers on a tight budget. In addition, these marketing strategies must be carried out on the condition that the movie appeals to audiences. Otherwise, this technique may undermine the reputation of the filmmaker, and when a new movie is released, the filmmaker will have difficulty attracting consumers’ attention, even with the best marketing strategy.
Last but not least, this study verifies that partial mediation exists in brand royalty. Therefore, if fans’ brand royalty is strengthened through marketing strategies, fans will spontaneously help to promote the movie via word of mouth and collect accessories as well as related information. When brand royalty rises, positive word of mouth will be spread widely and hence create new royal customers.
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