Perceived Value, Experiential Marketing and Customer Behavior:Prospect of Brand Identity, Brand Equity and Brand Relationship
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. Howe...
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ndltd-TW-103THU010260122019-05-15T21:59:54Z http://ndltd.ncl.edu.tw/handle/zyjsmh Perceived Value, Experiential Marketing and Customer Behavior:Prospect of Brand Identity, Brand Equity and Brand Relationship 知覺價值、體驗行銷與顧客行為:品牌認同、品牌權益、品牌關係之觀點 Chang Yung-Shun 張永舜 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 . Wu Li-Wei 吳立偉 2015 學位論文 ; thesis 52 zh-TW |
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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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author2 |
Wu Li-Wei |
author_facet |
Wu Li-Wei Chang Yung-Shun 張永舜 |
author |
Chang Yung-Shun 張永舜 |
spellingShingle |
Chang Yung-Shun 張永舜 Perceived Value, Experiential Marketing and Customer Behavior:Prospect of Brand Identity, Brand Equity and Brand Relationship |
author_sort |
Chang Yung-Shun |
title |
Perceived Value, Experiential Marketing and Customer Behavior:Prospect of Brand Identity, Brand Equity and Brand Relationship |
title_short |
Perceived Value, Experiential Marketing and Customer Behavior:Prospect of Brand Identity, Brand Equity and Brand Relationship |
title_full |
Perceived Value, Experiential Marketing and Customer Behavior:Prospect of Brand Identity, Brand Equity and Brand Relationship |
title_fullStr |
Perceived Value, Experiential Marketing and Customer Behavior:Prospect of Brand Identity, Brand Equity and Brand Relationship |
title_full_unstemmed |
Perceived Value, Experiential Marketing and Customer Behavior:Prospect of Brand Identity, Brand Equity and Brand Relationship |
title_sort |
perceived value, experiential marketing and customer behavior:prospect of brand identity, brand equity and brand relationship |
publishDate |
2015 |
url |
http://ndltd.ncl.edu.tw/handle/zyjsmh |
work_keys_str_mv |
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