THE EFFECT OF EXPERIENCE MARKETING ON BRAND EQUITY OF THE WOMEN ONLY FITNESS CLUB

• Main Authors: CHAO, HSIN-JU, 趙新如
• Other Authors: HSIAO, PO-HSUN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/2437uq

碩士 === 國立臺灣體育運動大學 === 運動事業管理學系碩士班 === 105 === Although the population of women fitness in Taiwan is continually increasing, we still lack studies of women-sport application in industry. This paper aimed to make up the gap, finding out the characteristics of women sports and the features of experience marketing in this issue, this research further investigating how those features would affect brand equity construction. Most related researches didn’t consider the difference between genders, thus we added a new subfacet－「Trust」under experience marketing construction. This paper analyzed 246 questionnaires and adopted multiple regression analysis and structural equation modeling(SEM). The result shows that all facets of experience marketing have significantly positive effect on brand equity. The most noticeable one is 「Act」 facet, second is 「Trust」. This research fit the goodness-of-fit index.