| Summary: | 碩士 === 明道管理學院 === 管理研究所 === 94 === 【Abstract】
Department stores have been playing an important role in retailing
industry in Taiwan. In facing fierce competition, more and more
practitioners have recognized and tried to build up the power of brand image
of stores. At the same time, the concept of experiential marketing has also
become more popular than ever in business world. In formulating
competitive strategies based on experiential marketing, however, it is
equally important for managers to investigate and understand the perceived
values of customers.
This research was to explore the relationships among experiential
marketing, perceived values, and brand equity by choosing IDEE
Department Store as the subject of study. Questionnaires were developed
through literature review, and surveys were through stratified sampling. Data
collected were analyzed by adopting statistical procedures, and hypotheses
proposed were tested by using LISREL.
The results showed that:
1. Experiential marketing is significantly related to brand equity.
2. Experiential Marketing is also significantly related to perceived values.
3. Perceived values are significantly related to brand equity.
4. Perceived values play a role of mediator in evaluating the effects
experiential marketing might have on brand equity.
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