| Summary: | 碩士 === 東海大學 === 高階經營管理碩士在職專班 === 103 === Recently, due to the change of family structure, huge out-eaters bring about the vigorous development of food and beverage industry. In order to seize the huge business opportunity, main players gradually adopt multibrand strategy to dominate the market. However, the brand portfolio is challenged from the high competition. If the restaurant can find out the important factors which influence customer behaviors, they will be able to make effective marketing strategies to drive customers to increase the purchase frequency and crossing buying.The purpose of this thesis is to study how the perceived value, experiential marketing, brand identity, brand equity, brand relationship impacts customer behavior. As such, the customers of Wowprime were taken to be the object of this thesis. There were 304 valid questionnaires from a total of 310 questionnaires collected. Research results indicate that perceived value and experiential marketing have positive effects on brand identity. Brand identity has positive effects on brand equity and brand relationship. Meanwhile, brand equity and brand relationship have positive effects on customer behavior .
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