The Influences of Experiential Marketing on Brand Equity:The Moderating Effects of Involvement and Product Attributes

• Main Authors: Jia-Yi Lian, 連佳儀
• Other Authors: Paul C. S. Wu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/23413184090072427092

碩士 === 真理大學 === 管理科學研究所 === 96 === According to the literature review, experiential marketing provides the consumers with touched solution under fantastic points of purchase settings, enhances their brand cognition, and then affects their purchase decision. However, this experiential marketing-brand equity relationship might be affected by the degree of product involvement. Moreover, product attributes also might have moderating roles on this relationship. With these findings, this study intends to investigate the influences of experiential marketing on brand equity and the moderating effects of involvement and product attributes on the relationship between experiential marketing and brand equity. The subjects who shopped in Nokia and Sony stores were asked to participate in the study. We collected 600 samples, and 568 of them were effective. The major findings are as followings: (1) Experiential marketing has positive influences on brand equity. (2) Involvement has moderating effects on the relationship between experiential marketing and brand equity. (3) Product attributes have moderating effects on the relationship between experiential marketing and brand equity.