| Summary: | 碩士 === 東吳大學 === 心理學系 === 94 === Abstract
This research refers to relevant theories of attitude and emotion in social psychology, in Starbucks this case, to discuss that experiential marketing how to advance the brand equity. The hypothesis of this research is: When a consumer is high involvement, experiential marketing can convey the think-net-value and emotion to further influence brand equity and, besides, emotion has positive relation with think-net-value. In contrast to a consumer who is low involvement, experiential marketing can influence brand equity through emotion.
From this study, there is no significant relation amongst think-net-value, experiential marketing and brand equity. The researcher ascribes it to the characteristic of Starbucks, which makes consumers unwilling to think ‘hard’ and deeply.
According to this research, it also shows that emotion is an intermediary variable between experiential marketing and brand equity for a consumer who is high involvement. Therefore, experiential marketing also has direct effect on brand equity. Meanwhile, for a consumer who is low involvement, experiential marketing has a direct effect on brand equity as emotion is an intermediary variable
The researcher tests the variable, and then makes another hypothesis. Involvement can influence experiential marketing, also, the brand equity. On the other side, experiential marketing also bring an influence to brand equity through emotion. Lastly, the previous hypothesis is supported by path analysis in structure equation modeling, which means, accordingly, the result of experiential marketing may depend on the amount of involvement.
This research different from past studies is the discovery in which the amount of involvement will determine the perception of single time experience. It also has explained partly the reason entering into the same field, and different consumers have different experiences perception. In addition, this research regards emotion as an intermediary variable and tries to explain why experiential marketing have positive influence to brand equity.
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