A study on the Relationships Among Experiential Marketing, Perceived Values and Brand Equity

• Main Authors: Shin-chauw Huang, 黃信超
• Other Authors: Fred S. Chang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/05025581567986866612

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.