The Study of the Effect of Experiential Marketing, Brand Image, and Product Involvement on Customers’ Loyalty

• Main Authors: Yen, Lin, 顏琳
• Other Authors: Hung, Shih-Hsiung
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/18317174780918474934

碩士 === 中國文化大學 === 國際企業管理學系 === 100 === Today's society the consumption environment, increasingly focus on the feelings of consumers. As a result, more carefully and consumers to communicate in order to properly meet the consumer, enterprise very dedicated to observe the needs of con-sumers. Modern marketing techniques emerging, how to seize the hearts of customers is a major issue facing enterprises. Direct famous Apple store (Apple store), for exam-ple, they are to observe, touch a variety of Apple's own goods, so that consumers can actually experience the various functions of the goods, even into the store experience consumer after the purchase of Apple products, is also deeply attracted to Apple prod-ucts, which have been unlike the other PC store only the concept of selling things. This successful marketing practice in recent years, the proposed "experiential marketing" is no longer just pay attention to the goods, but consumers are beginning to pay attention to products, services and overall experience. In this study, the questionnaires of 350 analysis results showed that: (1) Experien-tial Marketing satisfaction and customer loyalty positively related to; (2) Brand image and customer loyalty positively related; (3) Product involvement has a moderating ef-fect of experiential marketing satisfaction and customer loyalty; (4) Interfere with the effect of product involvement on the relationship between brand image and customer loyalty.