| Summary: | 碩士 === 臺北市立大學 === 休閒運動管理學系碩士班 === 103 === There’s a significant growth in popularity of road running in Taiwan, and many companies are holding or sponsoring road running events. The North Face (hereafter, TNF), a world famous outdoor sports brand, extends the scope of running beyond road running by introducing cross-country running to the Taiwanese runners. TNF not only organizes cross-country races but also holds designated training events – an application of experiential marketing to cultivate strong relationship with its potential consumers. As the number of sport participants increases, the need for sporting products and the value of sports industry grow simultaneously. Aiming to effectively communicate with consumers, sports brands adopt various marketing strategies, one of which is experiential marketing. Through experiential marketing, the brand offers unique and profound experiences to its customers and creates strong differentiation from its competitors, eventually allowing the brand to enjoy pricing and competitive advantage.
This study intend to investigate whether TNF’s experiential marketing program influences participants’ brand attitude, perceived brand image and perceived brand equity of TNF. Questionnaires were distributed to the consumers of the ―TNF Go Out Club‖. 116 questionnaires were distributed and 101 questionnaires were recovered with a response rate of 87%. Data was analyzed by descriptive statistics, canonical analysis and path analysis. The key findings are as follows: (a) perception of experiential marketing, brand attitude, perceived brand image and perceived brand equity positively correlate with each other; (b) perception of experiential marketing increases perceived brand equity through enhanced brand attitude; (c) perception of experiential marketing also alters perceived brand image through strengthened brand attitude. The results suggest that TNF experiential marketing programs should focus on developing a holistic experience for the consumers. Such pleasant experiences could develop stronger brand preference and purchase intention. Furthermore, consumers who go through an enjoyable experiential marketing program also show higher willingness to buy afterwards.
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