The Relationship Between Experiential Marketing and Brand Image

• Main Authors: Hung,Ying-Szu, 洪穎思
• Other Authors: Peirchyi Lii
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/22913107558530728095

碩士 === 淡江大學 === 管理科學研究所 === 92 === The evolution of economic development, along with the changes of consumption pattern, has progressed from agricultural economy, industrial economy, the service economy to the time of experience economy. The essence of experience economy is to focus on consumers’ experiences and actively communicate with consumers to arouse their inner feelings and emotions. The concept of experiential marketing is to create delightful and memorable purchasing experiences on a particular brand. The popularity of experiential marketing changed the practice of generating brand image. In the past, marketing people conveyed brand image; consumers are only passive receivers. It might create a cognition gap between marketing people and the targeted consumers. As a result, consumers’ perception of brand image is very likely to be different from the one established by marketing people. The objective of this study is to find out whether consumers’ perception of brand image would be more consistent with the one established by the marketing people if experiential marketing was implemented. Furthermore, the relative importance of each construct composing the experiential marketing upon the established of brand image is also explored. The ultimate goal is for marketing people to focus their marketing program on the high importance construct in order to efficiently establish brand image. The results show that: 1. Participants to the experiential marketing activities would hold stronger brand image than non-participants. As for the relationship of each construct to the brand image, sensing, feeling, and the action appeared to be positively related to brand image. The relationship for thinking is insignificant. 2. Among sensing, feeling, and the action, feeling is the most important construct in the establishment of brand image; sensing and action come into the second and the third, respectively.