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Johnson, Annie, Julia Carlsson, and Rebecca Larsson. "The Pop(up)ular Brand Experience." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49075.
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It seems that online retail is erasing the presence of physical stores, referred to as the retail apocalypse. Consumers’ desire to experience brands is increasing whilst sensory experiences in the online retail environment are limited. It is increasingly important for brands to be attainable through physical interaction for consumers to stay loyal, a fundament for the experience economy. Therefore, the pop up phenomenon could be considered an approach to blur the line between physical and online stores. The aim of this research is to create an understanding of how the pop up phenomenon is experienced by phygital companies in Sweden, exploring their use of multisensory marketing through pop ups and the effect it has on the brand. A qualitative and exploratory approach with semi-structured and asynchronous interviews including nine managers from the pop up industry was conducted. The data collected was analysed through a thematic approach and compared to existing literature. From the findings, two pop up purposes were identified: (1) pop ups with a long-term marketing purpose to enhance the brand, and (2) pop ups with a short-term selling purpose. Further, the empirical findings of this study suggest that the usage of multisensory experiences was recurrently found to be done unintentionally by the firms, indicating a lack of knowledge of its impact on customer behaviour in the long-term. From combining literature and findings a model was created explaining how firms can use the pop up phenomenon to successfully enhance the company’s brand. This research provides insights of managers’ personal experiences of the phenomenon and explores how pop ups can be a useful tool for a company's brand.
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Oreski, Mario, and Adrian Dilaveri. "Good vibes? The effect Brand Experience has on Attitudinal Brand Loyalty through Social Media. : A Quantitative Study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65110.
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Authors: Adrian Dilaver and Mario Oreski Tutor: Urban Ljungquist Examiner: Anders Pehrsson Purpose: The purpose of this study the relationship between brand experience, brand trust and brand loyalty. Research questions: What type of relationship does brand experience have with brand loyalty? How does brand trust affect the relationship between brand experience and brand loyalty? Methodology: A descriptive research design with a quantitative approach was conducted, utilizing an online questionnaire with a total of 113 respondents. Conclusion: The findings of this research partially supports that sensory-, intellectual- and behavioral experience have a positive- and direct relationship with brand loyalty. Affective experience did not have a positive relationship with brand loyalty, not even when tested separately. The mediating variable in this study (brand trust), also partially mediated the relationship between sensory-, intellectual- and behavioral experience and brand loyalty. However, brand trust did not mediate the relationship between affective experience and brand loyalty.Acnkowledgments
This study could not have been conducted without the help of several people. Firstly, we would like to thank Urban Ljungquist for his guidance and assistance throughout this process. We would also like to thank Anders Pehrsson for giving us valuable feedback and input during the seminars. Further, we want to thank all of the respondents who participated in our survey and made it possible for us to conduct our research. Lastly, the researchers would like to thank each other for supporting and encouraging one another during this process.
Linnaeus University
Växjö 26th of May 2017
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Ewing, Douglas R. "When Does Brand Matter? An Empirical Examination of the Roles of Attachment, Experience, and Identity within Consumer-Brand Relationships." University of Cincinnati / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1275917499.
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Lacalendola, Chiara, and Daniella Sinanagic. "The Power of the Five Senses : A Multisensory Brand Experience in Sport stores." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-97075.
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DellaBruna, Sylvie, and Beata Edlund. "Directing Customer Social Identity Through Influencer Marketing and Brand Co-creationActivities : A NA-KD Case Study." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49010.
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Background: Today, for firms to engage with customers, it takes more than traditional advertisements, enticing prices and celebrity endorsements. Customers now rely on and expect to become an active rather than passive participant in the firm’s branding and marketing activities. Due to this change in the marketing environment firms have moved towards utilizing social media influencers and brand co-creation activities to drive the level to which customers connect their self-concepts with the brand. Purpose: The purpose of this thesis is to explore the unique ways in which NA-KD uses their influencer marketing strategy and brand co-creation activities to drive the social identities of their customers and to create a model that visualizes this process. Method: An exploratory study has been conducted by the authors to investigate the influencer marketing and brand co-creation activities of the firm as to address the purpose of this paper. A single case study was performed where NA-KD was the primary subject of research. Semi-structured interviews with key employees working within marketing, collaborations and content creation was the primary source of data collection. Conclusion: The empirical findings demonstrated the processes which employees at NA-KD created to develop their influencer marketing and brand co-creation strategies. The findings showed that the social identities of customers in an influencer-born firm are able to be directed through the activities within influencer marketing and brand co-creation. From these findings a conceptual model representing the process and management of social identity direction and producer-consumer relationship formation. This process includes influencer marketing, brand co-creation and brand experience, managed by methods of CRM and circle mapping to allow for self-brand connections and continued firm growth to occur.
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Elowsson, Erik, and Jessica Johansson. "Keep On Running : progressing customer experience through digital platforms: a case study of Nike+." Thesis, Stockholms universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-113690.
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Digital platforms have established new ways within marketing for consumers and brands to interact. This has called for a paradigm shift denoting a phenomenon of shifting consumer and company roles, creating opportunities for interaction and value creation. Nike – the worlds biggest sports apparel company – has succeeded in embracing these new conditions with their digital service application Nike+ and the related brand community. This case study of Nike+ sets out to investigate how these new structural conditions of digital platforms have affected the interactions between consumer and firm at the level of the brand. Ten semi- structured interviews with users of the Nike+ application were conducted together with a netnography of the Nike Running forum on Facebook. The data revealed how firms with the use of digital platforms, independent of locational boundaries, can form a synergy that allows for interaction and value creation for both brand and consumer. Consumers are given flexibility in the creation of brand experience, through the resources facilitated by the brand, hence having the opportunity to create and co-create useful value. From the process of this synergy brands are given a “second life” in the digitized sphere. A “second life” where consumer and brand process cooperate in order to influence each other’s processes as well as being a way to claim a central place in the everyday life of the consumer.
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Bergström, Axel, and Johan Malmsten. "Låt oss underhålla kunderna tillsammans! : Hur företag kan utnyttja partnership i sitt arbete medexperience marketing." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-16479.
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Titel: Låt oss underhålla kunderna tillsammans! – Hur företag kan utnyttja partnerships i sittarbete med experience marketing Författare: Axel Bergström och Johan Malmsten Handledare: Christine Tidåsen Nivå: Kandidatuppsats, Marknadsföring 15 hp. VT 2011 Nyckelord: Experience marketing, partnership, upplevelsemarknadsföring, brand advocate Problemformulering: Hur kan företag utnyttja partnership för att få ut mer av sitt arbete medexperience marketing? Syfte: Syftet med uppsatsen var att förtydliga hur partnership kan utnyttjas i företags arbetemed experience marketing. Analysen kom fram till hur experience marketing kan utnyttjas påett mer fördelaktigt sätt med hjälp av partnership. Vi belyste vad som krävs för att lyckas medexperience marketing och vilka krav som ställs för att skapa ett framgångsrikt partnership. Metod: En kvalitativ forskningsansats med ett deduktivt tillvägagångssätt användes. Sexintervjuer gjordes med personer med erfarenhet ifrån arbete inom experience marketing ochpartnership. Teoretiskt perspektiv: Tidigare forskning inom experience marketing och partnershippresenterades. Efter detta redogjordes det sedan för hur de här två ämnena samverkar. Empiriskt perspektiv: Den insamlade primärdatan ifrån de sex intervjupersonernapresterades. Slutsats: Studien visade att ett företag med hjälp av partnership kan förstärka sitt arbete inomexperience marketing. Genom tydliga emotionella kopplingar till sina kunder i samverkanmed skapandet av unika kunderbjudanden blir kunderna mer än bara konsumenter, de blirbrand advocates. Oberoende av bransch eller storlek kan företag förbättra sitt arbete medexperience marketing genom att tillämpa partnerships.
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Sheri, Sindi, and Byron Traoudas. "Video Brand Storytelling, The Rise of Content Marketing : A qualitative study exploring the antecedents of brand perceptions." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-69395.
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Purpose: The purpose of this study is to explore video brand storytelling’s affect on the antecedents of brand perceptions. Design/Methodology/Approach: This study has a qualitative and an exploratory nature. The data collection method is in-depth semi-structured interviews. The authors conducted a pre-study in order to gain more knowledge about the topic , and enhance the operationalization for the main data collection method. Findings: The study concludes that video brand storytelling and its elements affect all the brand perceptions’ antecedents. Video brand storytelling is proved to be a powerful tool in content marketing since it can positively affect, even when consumers' perceptions towards the story are negative. A new antecedent of brand perceptions is proposed. Furthermore, a new element of video brand storytelling is also created. This study goes even deeper by connecting each of the elements of brand storytelling to the brand perceptions’ antecedents. Managerial and Theoretical contribution: This paper can be of great value to marketers and practitioners, since they will get suggestions about video brand storytelling’s use, in order to affect consumers as intended. The theoretical contributions of this study are also of great value since videos, brand storytelling and brand perceptions were never researched in the same context. New concepts and a new model are created, which can be a basis for future research. Quality: To add quality and validity to this study the authors include detailed processes through all the paper and provide thick descriptions and explanations.
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Sammour, Ammar Abdellatif Taha. "Corporate heritage brand identity, customer experience and satisfaction : the case study of John Lewis Partnership." Thesis, Brunel University, 2017. http://bura.brunel.ac.uk/handle/2438/16324.
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Purpose: This research studies the relationship between corporate heritage brand identity and customer satisfaction of John Lewis Partnership (JLP) which is one of the most successful British retail heritage brands internationally. It conceptualizes and addresses the key factors of corporate heritage brand identity including brand price, quality, design, and symbol. It examines the corporate heritage brand experience of JLP customers through which corporate heritage brand identity influences customer satisfaction. It also establishes the moderating role of brand innovation, word of mouth and multiple time dimensions on these relationships. Design/methodology/approach: A conceptual framework of corporate heritage brand identity is developed from the literature review. To improve the validity of this study, semi-structured interviews were carried out with JLP managers, senior partners and their loyal customers recommended by JLP. These interviews have verified and advanced the hypotheses informed from the reviewed literature. This study mainly adopts the quantitative survey research method approach to test the conceptual framework. An online questionnaire was sent to JLP customers through social media channels such as Facebook, Twitter, and LinkedIn. Off-line paper-based survey questionnaires were collected from customers in JLP stores located in five cities in the UK (London, Manchester, Liverpool, Leicester and Southampton). In total, a sample of 596 clean questionnaire responses were collected and used for this study to test the developed hypotheses. Findings: Data analysis results have confirmed the dynamic and essential role of heritage brand identity on attaining and sustaining customers' satisfaction of a corporate heritage brand from the retailing industry in the UK. The results revealed that corporate heritage brand identity dimensions (price, quality, design and symbol) are effective in representing the strength of corporate heritage brand identity. The confirmed that the dimensions of the corporate heritage brand identities of this study are indicating positive impacts on corporate heritage brand experience according to the data analysis results. The findings also suggest that these brand experience dimensions (sensory, affective, behavioural and intellectual) have a positive influence on improving customer satisfaction. Additionally, brand innovation and the time stream in this study strengthens the relation between corporate heritage brand identity and corporate heritage brand experience. Furthermore, word of mouth and the prospect future of a corporate heritage brand are of significance to improve customers' satisfaction through positive heritage brand experience. Originality/value: This is one of the few attempts to develop a conceptual framework of corporate heritage brand identity. The conceptual framework has confirmed the multiple dimensions of corporate heritage brand identity (including brand price, quality, design and symbol) and their impact on customers' experience and satisfaction. This study also identified the moderating role of brand innovation, word of mouth and multiple time dimensions on the relationships between corporate heritage brand identity and customers' experience and satisfaction. This is one of the first attempts to study corporate heritage branding management in the retailing industry sector. Managerial implications: The corporate heritage brand identity dimensions identified from this study have the potential to help brand managers develop and augment their corporate heritage brand management strategy, especially for the retailing industry as revealed in this study. Marketers and brand managers need to be aware of their corporate heritage brand treats such as price, quality, design and symbol to satisfy and sustain their customers. The findings reflect the importance of sustaining the traits of corporate heritage brand and being responsive and innovative to the market on time. Additionally, the fundamental function of Word of Mouth (WOM) in extending the communication channels between a brand and customers. The findings confirmed that Time Streams have a central role in demonstrating the identity and sustainability of a corporate heritage brand.
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Eriksson, Elin, and Niklas Larsson. "A Multi-Sensory Brand-Experience : Sensorial interplay and its impact on consumers' touch behaviour." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12153.
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The purpose of this thesis is to explore to what extent different styling elements can be used within a retail store and how sensorial cues can affect customers buying behaviour by creating a multi-sensory brand-experience. Further, this project aims at contributing to the development of new knowledge regarding a multi-sensory brand-experience through the performance of an experiment. A quantitative research method with a deductive research approach has been used for this study, where theoretical concepts have been described and from which a number of hypotheses have derived as means to test the theoretical framework. In order to test our hypotheses, a research strategy in the form of experiments has been performed in the computer department at Media Markt, Kalmar. General assumptions have then been drawn from the analysis of the results in order to provide sound recommendations for marketers regarding sensory marketing in general and foremost the multi-sensory brand-experience. The result of our study shows that it is beneficial for marketers to use styling elements and sensorial cues as means to connect with customers and enhance their emotional response. The study also shows that a combination of the sensorial cues of sight and sound together contributes to an experience that is positive and memorable for the customers. Additionally, the results of this study shows that a combination of these sensory cues leads to a change in customers behaviour and create approach behaviour through awareness of products that otherwise could be missed.
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Variawa, Ebrahim. "Buying behaviour and decision-making criteria of Base of the Pyramid consumers : the influence of packaging on fast moving consumer goods customers’ brand experience." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/26572.
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Marketers increasingly face challenges in trying to understand the decision-making processes and behaviours of those consumers located at the Bottom of the Pyramid (BOP). It has been proven that 73% of fast-moving consumer goods (FMCG) purchases are made at the point-of sale, and product packaging has been found to play a strategic role in seven of the ten in-store purchase decision criteria. Packaging is, therefore, an important basis through which companies can differentiate products from the plethora of competing brands. On average, big retailers carry 50 000 items and the typical shopper passes 300 items per minute. The packaging must, therefore, perform many of the sales tasks, making an overall favourable brand impression and experience. The research has attempted to understand the constructs of packaging and brand experience as purchasing decision criteria for FMCG products. The researcher administered 250 surveys with low-income consumers in the Star Hyper supermarket in the mining town of Carltonville. The findings demonstrated how low-income consumers have an appreciation of all product packaging as they often re-use it once the product is consumed. Furthermore, lower income consumers enjoy a greater brand experience with 'premium' product brands when compared to their brand experience levels with what they perceive to be 'cheaper' brand products. Even though a statistical weak relationship between product packaging and brand experience was found, the qualitative findings support the notion of a strong relationship as lower income consumers gain more value/greater brand experience not just out of consuming 'premium' brand products, but also from the use of the packaging for other needs afterwards. CopyrightDissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
unrestricted
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Tuominen, Pasi Petteri. "Integrated marketing communications and brand tribalism in a postmodern hospitality reputation management process." Thesis, University of Hertfordshire, 2013. http://hdl.handle.net/2299/10060.
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Internet and Social Networking Services have made accessing information as easy as lifting a finger and consumer can easily ‘Google’ the cheapest airlines, find reviews and opinions online or look up the restaurant whose name was on the tip of their tongue (Sparrow et al., 2011). Organisations must focus on developing methods of reaching and servicing customers that appeal to a new generation and utilise the advantages of new media (Moutinho et al., 2011). Social networking services, (mobile) websites, location-based services, and group bargaining are among the most recent forms of brand building and reputation management used by organisations to appeal to their stakeholders. Considering reputation management as a strategic necessity of building and sustaining competitive advantage, this thesis applies the discourse of the postmodern branding, Integrated Marketing Communications and Brand Tribalism within the context of online tourism and hospitality. No previous study has covered and combined the fractured knowledge of reputation management, brand tribes and integrated marketing communications within the hospitality industry, and therefore this work is an original and systematic study of the possibilities and pitfalls of the research area. Combining non-participant netnographic method and semi-structured management interviews, 164 hotels and 43 restaurants from seven countries were studied with the aim to find evidence on four different problem settings; (a) the general challenges found in the hospitality SNS presence and activities; (b) the formation of an online tribe within the hospitality context; (c) the effect of peer reviews, tribal activism, and entertainment provision in SNS, and (d) the means and effects of managing SNS’s interactions and implementation of IMC into the reputation management process. The findings of this study suggest that the management of the hospitality reputation is continual, and requires resources and well-articulated integration to overall strategy and vision of managing strategic relationships. The study concludes that by adapting the recommended Ambient Reputation Management framework it is possible to expand the exposure, and enhance the general feelings towards the company and its products and services. Furthermore, the study postulates that providing entertainment and non-factual conversation topics, besides responding to customer needs, are the most effective stimuli in the brand-related engagement enhancement process. These findings enable management to define the service brand’s promise in terms of how the practical and emotional tenets should be blended to grow brand personality in the minds of potential stakeholders. Finally this study accentuates the generation of brand awareness through the growing rapport between the brand and the consumers towards the formation of a brand tribe, and materialisation of an active tribal loop; and that taking advantage of the web analytics from the actions to measure the resultant brand awareness is a key element of Ambient Reputation Management.
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Trudeau, Hamidi Sabrina. "The journey from brand's social currency to superior customer-brand relationships : the intermediary roles of experiential and transformational benefits." Mémoire, Université de Sherbrooke, 2015. http://hdl.handle.net/11143/6773.
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The rise in the popularity of digital communication and social media platforms has increased the speed of information exchange among customers, and enabled them to instantaneously voice their thoughts and opinions about brands. This trend however has created certain challenges for marketers since they could no longer exert the sole control over the identities of their brands. Past research has confirmed that social interaction plays a key role in development of strong relationships among individuals (e.g. Nahapiet and Ghosal, 1998; Lobschat et al., 2013). In branding context, social interactions and the benefits derived from them establish a brand’s social value, and contribute to the formation of solid customer-brand relationships.
As an attempt to better capture a brands’ social value, Lobschat et al. (2013) recently introduced the concept of social currency. Their findings reveal the importance of social currency as a key antecedent to several components of brand equity such as perceived quality, brand loyalty, and brand trust. Due to the newness of the social currency construct, however, its relationship with many other key variables of consumer behavior has not been much verified yet. In particular, there has been very little investigation of the potential links between social currency and the two emerging paradigms of experiential and transformational branding.
Accordingly, the current study explores the role of brand’s social currency in providing experiential and transformational benefits in the context of cosmetics consumption. It further investigates the roles of brand experience and customer transformation in shaping greater customer attachment towards the brand. To test these relationships, the Structural Equation Modeling (SEM) method is applied. In total, 373 participants took part in this study. Self-administered questionnaires were distributed, and participants were invited to report on their consumption of their favorite cosmetic brands. Findings confirm that the various dimensions of social currency lead to experiential and transformational benefits in different ways. Results further suggest that both experiential and transformational benefits contribute to the enhancement of customer-brand relationships. Theoretical and managerial contributions are discussed.
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Bogicevic, Vanja Bogicevic. "Service Preview Using Virtual Reality: Enhancing Hotel Pre-Experience." The Ohio State University, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=osu1525358474437145.
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Ueacharoenkit, Supawan. "Experiential marketing : a consumption of fantasies, feelings and fun : an investigation of the relationship between brand experience and loyalty within the context of the luxury cosmetics sector in Thailand." Thesis, Brunel University, 2013. http://bura.brunel.ac.uk/handle/2438/7535.
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The concept of ‘brand experience’ has evolved as an essential area of study within the brand management and marketing discipline. Despite the importance of (and the attention paid to) this concept in recent years, the theory of brand experience has remained unclear and there is a less of theoretical support. In addition to this, several scholars content that there is a connection between brand experience and loyalty. This study aims to address the gap in the literature and provide a better understanding of the concept of ‘brand experience’ together with its consequences, with particular regard to consumer loyalty. The objective of this study is to investigate the relationship between brand experience and consumer loyalty in the luxury cosmetic brand industry (Thailand). This empirical study proceeds with a systematic review of the existing literature, leading to the development of a theoretical framework. The research adopts a mixed method (quantitative and qualitative) approach, use of a quantitative survey to collect data, validated and enhanced qualitatively by personal interviews. The questionnaires were completed by Thai customers who frequent the luxury cosmetic brand counters in three particular stores in Bangkok. The data analysis uses descriptive statistics, exploratory factor analysis, confirmatory factor analysis and linear/multiple regression analysis for hypotheses testing. The personal interviews use a purposive sampling technique. The results of this study demonstrate that sensory experience, affective experience, behavioural experience, intellectual experience and social experience form the dimensions of luxury cosmetic brand experience. In addition to this, there is a positive direct relationship between luxury cosmetic brand experience and consumer loyalty. In addition, luxury cosmetic brand experience has a positive indirect relationship with consumer loyalty through brand personality, brand trust and consumer satisfaction; albeit, brand trust is the most significant of these. A key contribution of the present study is the conceptual model the study offers that explains the phenomenon of luxury cosmetic brand experience and its consequences. This study contributes further knowledge to the marketing literature, brand management literature and, also, consumer behaviour literature (particularly in the luxury cosmetic brand sectors in Thailand and other Asian countries) and suggests directions for future research. Finally, the present study will facilitate luxury cosmetic brand managers’ endeavours to identify both the experiential needs of their customers and the marketing strategy necessary to achieve consumer loyalty.
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Hallgren, Caroline, and Paula Mamusha. "How can B2B companies improve their customer experience- : By using sensory marketing in a digital context." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105781.
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Sensory marketing is a broad concept that can be used as a marketing tool. The sensory marketing can be used in different ways and in different environments. The most common use for sensory marketing in a B2C environment where the customer can interact with their senses more.But how do B2B companies comprehend sensory marketing in a digital environment. The use of sensory marketing is a hard marketing tool to use when applying it to the digital environment. Therefore, the purpose of this thesis has been to examine how B2B companies can implicate sensory marketing in digital marketing and how it can affect their brand image. The research questions were to be answered by using qualitative case study where eight different industries within the B2B companies participated in semi-structured interviews. Using the qualitative method to get a more in-depth understanding of how different industries within the B2B companies use sensory marketing is the right choice for collecting correct data. Later in the thesis the collected data is going to be analyzed and discussed with the theory for the purpose to see similarities and differences. The conclusion of this explains to those B2B companies that were interviewed for this thesis, that the use of sensory marketing is not a conscious decision. The companies use vision and hearing as a subconscious method of spreading awareness about the companies. Although the B2B companies feel it's hard to imply for the business the choice of using the other sense is not aucurrent for their business.
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Grant, Philip. "Exploring Branded Flash Mobs : A study of the impact of branded flash mobs on consumer behavior and consumer experience." Doctoral thesis, KTH, Industriell marknadsföring, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-145132.
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The desire of every marketer is to develop and maintain strong customer relationships. One way this can be accomplished is through effective advertising. Marketers have recently begun to brand flash mobs as a way to effectuate strong brand relationships. Even so, it is unclear whether or not the branding of flash mobs supports or frustrates this pursuit. Therefore, the goal of this thesis is to help marketers understand the potential impact that branded flash mobs may have on consumer behaviour and brand relationships. Since these interactions are complex we need to observe the convoluted whole from untangled vantage points. Marketing scholars and researchers must then attempt to understand the latent opportunities and unsuspecting dangers when branding a flash mob. Toward answering this end, four distinct research studies were used to examine the phenomenon from four different perspectives. The aim of the first paper is twofold. First, it deductively seeks to understand how to categorize branded flash mobs within the marketing literature through an historical and cultural analysis of the phenomenon. Exploratory in nature, this study then employs a mixed methods approach to understand how marketers are currently using flash mobs, and more importantly, if branded flash mobs are an effective tool of communication and persuasion. In the second paper, a field experiment was conducted to assess the impact of a branded flash mob on consumers’ emotions, consumer experience and connectedness in a public market. Qualitative interviews were used to capture the data. Shifting perspectives, the third paper seeks to understand why some branded flash mobs fail to ‘go viral’. Using of a number of focus groups, participants were asked to watch several branded flash mob videos and discuss their willingness to share them online (e.g., email, Facebook, or Twitter). Toward a better understanding of the impact of branded flash mobs on brand equity, the final paper evaluates viewers’ attitude toward the ad. Using netnographic techniques (Kozinets, 2002) 2,882 YouTube comments from three virally successful branded flash mobs ads were examined to understand how branded flash mobs affect brand equity. Responses grouped into one of four archetypical attitudes, each of which has a distinct impact on brand equity. Motivated by the potential for widespread exposure at a relatively low cost, marketers continue to produce branded flash mobs. Sometimes they are fresh and creative, while at others they are out of tune with the spirit of the phenomenon. This thesis uncovers the impact of these efforts on consumer behaviour and brand equity, and concludes with a guide for managers to consider when planning their next branded flash mob. An acknowledgement of the limitations and an outline for directions of future research are also presented.QC 20140521
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Angner, Sophie, and Cajsa Winnberg. "A Fashionable Occasion : Hur event kan påverka modeföretags varumärkesbyggande." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-30765.
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Denna studie syftar till att ge en överblick och förståelse kring hur modeföretag arbetar med varumärkesbyggande via event. Studien syftar också till att undersöka och tillföra en djupare förståelse om varumärken och event som fenomen. Varumärken används ofta av människor för att visa en tillhörighet och ekonomisk status, inte minst inom modebranschen. Den påverkan event har på varumärken har tidigare studerats i förhållande till sportevent, medan forskningen kring modebranschen är begränsad. Detta trots att event ofta förekommer inom modebranschen. Därmed skrivs denna uppsats för att tillföra mer kunskap inom denna forskningslucka. En studie genomfördes baserat på intervjuer med flera modeföretag och varumärkesexperter i Sverige och USA. Svaren från intervjuerna analyserades sedan i förhållande till de valda teorierna som rör både event och varumärken. Teorierna som använts är eventmarknadsföring, varumärkesupplevelse, organisationsidentitet, konsumentbaserat varumärkesvärde och översättningsteori. De resultat som framkom av studien presenteras i en modell med de nyckelfaktorer som framkommit vara viktiga för ett lyckat event. För att besvara frågeställningen är slutsatsen som presenteras att event kan påverka varumärkesbyggande, men vilket sätt det förstärks på är svårt och resurskrävande att mäta. Vid slutet av denna uppsats kommer läsaren att ha en starkare kunskap och förståelse om varumärken och event, samt en övergripande bild kring hur dessa två fenomen är anslutna.This study aims to give an overview and understanding of how the fashion companies are working with brand building through events. The study also aims to examine and provide a deeper understanding of brands and events as phenomenon. Brands are often used by people to show belonging and economic status, not least in the fashion industry. The impact event has on brands has previously been studied in relation to sporting events, while research in the fashion industry is limited. This despite the fact that the events often occur in the fashion industry. Thereby this paper is written to provide more knowledge in this research gap. A study was conducted based on interviews with several fashion companies and brand experts in Sweden and the USA. The responses from the interviews were later analysed in relation to the chosen theories concerning both the events and brands. The theories that have been used are event marketing, brand value, organizational identity, consumer based brand equity and translation theory. The findings from the study are presented in a model with the key factors emerged as important for a successful event. To answer this paper’s question, the conclusion is presented that events can affect brand building, but how it is strengthen is difficult and resource-demanding to measure. By the end of this paper, the reader will have a greater knowledge and understanding of brands and events, as well as an overview of how these two phenomena are connected.
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Mantellina, Nicola, and Navarro Rosendo Solvas. "Branding and consumers in the kitchen appliances industry context : An exploratory study with a focus on customer experience." Thesis, Uppsala universitet, Industriell teknik, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-393583.
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Researchers have shown that strategies focused on building long-term competitive advantage tend to be more profitable for businesses. Further, companies have traditionally put their focus on strategies and on marketing tangible attributes of products and services such as quality, price and so on to differentiate from the competitors (Mascarenhas et al, 2006). Nonetheless, researchers have studied that consumers do not put any more emphasis in those characteristics when purchasing product or services underlining the needs to put the consumer as central aspect of a firm’s strategy (Morrison & Crane, 2007). In addition, it has been found that focusing on customer experience and use of correct brand management techniques and marketing initiative nowadays drives the company to have a competitive advantage and long-term economic sustainability. All being said it is true both generically speaking and in the specific context of kitchen appliances. In fact, market research suggests that in the kitchen appliances industry companies have begun to compete along new dimensions, whereby putting the consumers and their experiences as a central aspect of the business has become increasingly important for actors who wish to stay and be competitive in the business. However, in the existing literature, there is not accordance on how to define customer experience and scholars identified that it depends on the context, which makes it difficult and confusing when marketing experts and firms want to identify the key aspects to improve the experience of their customers. On top, it has been found that brand identities are more or less relevant depending on the context, country culture and such, where the brand market its product and services. In according to what said, the purpose of this study is to explore and identify the most important dimensions and touchpoints in the specific kitchen appliances context that has more impact on the customer experience, with the aim to better define customer experience in the kitchen appliances context that could give indication to companies operating in the market how to address to some extent those problematics. The research adopted an exploratory qualitative study design. Interviews were used to gather primary empirical data that together with secondary empirical data and insight from the literature review had allowed the researchers to explore and address the research questions and state conclusions that however cannot be considered conclusive according to the nature of the study. In addition, the research reveals that consumer experience is a broad topic that accounts for and depends of many different aspects all interconnected one to another. In addition, it has been found that the aspects around brands, consumer experience and its touchpoints vary not only in relation to the context in study, but as well according to different stakeholders that deal with them. In addition, in the consumer journey, critical aspects reside in both tangible attributes of products and services and intangible attributes that together become critical and in the specific context shape how people think about the brand, and consequently their experiences. Finally, a possible definition of customer experience according to what found was given
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Nordgren, Isabelle, and Julia Johansson. "Don’t Wait, Let’s Integrate! : A study on how small Swedish fashion brands handles omnichannel sales and marketing." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12727.
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During the last decades, fashion brands and retailers in Sweden have experienced the effects of technological advancement and changes in customer behaviour, which have opened up new ways of doing business. Customers expect online and offline marketing and sales channels to be integrated through instant interaction, which have made the concept of omnichannel retailing, gain momentum. This thesis explores this concept in relation to four small Swedish fashion brands based in Gothenburg, Sweden. Using a qualitative method, in-depth interviews have been made with the companies in order to understand what these companies are focused on and in what way omnichannel strategies are encouraged in their business. A solid theoretical framework was collected in the early stage of the process and has worked as a foundation for relating previous studies to current developments. This research presents a literature review that is based on topics such as brand identity, omnichannel marketing and customer experience in order to investigate this topic further. The findings in this research shows that these small fashion brands are integrating channels through working with a few media channels and do not put significant attention on data analyses. Their focus has proved to be on finding a few, right channels and enforce the brand values in all activates, which creates a connection between channels, rather than on creating technologically advanced solutions between online and offline channels.
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Eriksson, Anna, and Caroline Nilsson. "Att skapa en multisensorisk sinnesupplevelse : En marknadsföringsstrategi för detaljhandelsföretag." Thesis, University of Kalmar, Baltic Business School, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hik:diva-2462.
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Uppsatsens syfte är att analysera och diskutera varför och på vilka sätt ett detaljhandelsföretag bör erbjuda kunden en multisensorisk varumärkesupplevelse. Uppsatsen kommer att ge företag ökad förståelse för Sinnesmarknadsföring och vad det får för konsekvenser vid utformandet av servicelandskapet.
Vi har använt oss av både en kvantitativ och en kvalitativ metod. Den kvantitativa metoden innebar ett experiment där vi undersökte doft- och ljudets påverkan på kundbeteendet. Experimentet utfördes på en utvald yta på EM Kalmar Severins i samband med den specifika produktgruppen soffa. Den kvalitativa undersökningen genomfördes med observationer, 15 kundintervjuer samt en intervju med varuhuschefen.
This paper aims to analyze and discuss why and how a retail company should create a multisensory brand experience. The paper will give a greater understanding regarding sensory marketing and which the consequences may be considering the design of the servicescape.
We have used both a quantitative and a qualitative approach. The quantitative research consists of an examination of the olfactory and the auditory influence on customer behavior. The experiment was performed in a selected area at EM Kalmar Severins focusing on the specific product group sofas. The qualitative survey consists of observations, 15 customer interviews and an interview with the store manager.
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Brits, Corné. "The influence of designer paper shopping bags on consumer interest and their shopping experience." Thesis, [Bloemfontein?] : Central University of Technology, Free State, 2010. http://hdl.handle.net/11462/178.
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Thesis (M. Tech. (Graphic Design)) -- Central University of Technology, free State, 2010Good package design entails employing appropriate yet attractive graphic attributes such as colour, typography and images with which the consumer can engage. Even the name of a colour plays a considerable part in the success of a new product or brand. Consumers use graphic attributes to associate different products with different income groups, to infer the weight of products and even use it as an indicator of the perceived change in temperature resulting from the use of certain products. Consumers develop colour preferences based on associations they have formed through experience which are influenced by factors such as age, gender, culture and demographics. Colour may also affect consumers’ respond to a product and may even have an effect on their emotional state. In order for consumers to involve themselves with store brands more readily, packaging has to be updated constantly to keep packaging fresh and exciting. A shopping bag, transformed with graphic attributes into a designer shopping bag, can, just as good packaging often does, contribute to the art and science of selling a product or promoting a brand. Consumers prefer designer paper shopping bags with attractive appearances and showed a willingness to even pay for the paper bags. This study determined if consumers will actually purchase a designer paper shopping bag as opposed to just indicate a willingness to do so. Semistructured interviews with 100 subjects provived insight into consumers’ perception of the designer paper shopping bag sold at a store selling higher priced items. Designer paper shopping bags were offered to consumers for sale. Two retail stores in Bloemfontein, South Africa, participated in the study. Consumers could choose whether to buy a designer paper shopping bag or to make use of the plastic bags provided by each of the stores. Consumers prefered to rather purchase a designer paper shopping bag sold at a well-known store, selling branded, higher priced items than purchase one from a store that sells lower priced items of which the brand names are unknown to them. Consumers are more likely to pay for a designer paper shopping bag when the amount spent by them in store is relatively high. It is recommended to introduce new packaging items via marketing strategies such as “buy one get one free” and to not test a new packaging item during a recession as consumers then tend to spend less than usual. Interviewees agree that the colour scheme of the designer paper shopping bag used in the study associate well with the clothes and accessories sold in the store. Subjects suggested a few general ideas, but agree that the illustrations used on the paper shopping bag are appropriate. The majority of the interviewees state that they can read all the typography easily and that they will feel confident when carrying the designer paper shopping bag.
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Jurkutė, Virginija. "Prekių ženklo kūrimas ir stiprinimas elektroninės rinkodaros priemonėmis." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130205_091231-79249.
Full textAbstract:
Prekių ženklas yra vienas iš svarbiausių įmonių aktyvų. Tačiau jo reikšmė elektroninėje erdvėje vertinama nevienareikšmiškai. Nors yra daug mokslinių darbų apie prekių ženklo svarbą elektroninėje erdvėje, tačiau pasigendama literatūros apie jo kūrimą ir stiprinimą, taip pat ir rinkodaros srities žinovų apie galimybes, būdus ir priemones šiam procesui įgyvendinti. Šią spragą stengiasi padengti atskirų rinkodaros priemonių efektyvumo vertinimo, prekių ženklo vertės kūrimo moksliniai tyrimai. Magistro darbo tikslas – įvertinti elektroninės rinkodaros priemonių, taikomų prekių ženklo kūrimo ir stiprinimo procese, svarbą prekių ženklo patirčiai ir konversijai į pardavimus Lietuvos elektroninio verslo įmonių atveju.Brand is one of most important business intangible assets. But its meaning in cyberspace in ambiguous. Although there are many studies on the importance of brand in cyberspace, but there is a lack of literature on its building and enhancement, as well as expertise in the area of marketing opportunities, ways, means and tools to implement this process. Master theses aim is to evaluate electronic marketing tools used in brand building and enhancement importance for the brand experience and conversion in case of Lithuanian electronic business.
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Sandström, Amanda, and Sandra Tagesson. "Att ha sinne för mikroföretag : En kvalitativ studie om användningen av sinnesmarknadsföring i mikroföretag." Thesis, Högskolan Dalarna, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:du-27884.
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Vetskapen om att människans fem sinnen, syn, ljud, känsel, lukt och smak, kan påverkas genom att stimuleras på olika sätt har tagits i beaktning vid utformningen av marknadsföringsverktyget kallat sinnesmarknadsföring. Sinnesmarknadsföring beskrivs som ett framväxande paradigm inom marknadsföringsområdet. Stimulering av sinnena kan bidra till skapandet av helt nya sinnesupplevelser för kunden i den fysiska butiksmiljön. En butiksatmosfärs utformning som har sin utgångspunkt i människans fem sinnen kan påverka kundens beteende och skapa konkurrensfördelar. En stor mängd av den forskning och de studier som genomförts inom ämnet sinnesmarknadsföring undersöker hur kunden blir påverkad av olika sinnesstimuli och hur sinnesstimuli kan användas. En kunskapslucka gällande hur sinnesmarknadsföring faktiskt används i fysiska butiksmiljöer inom detaljhandelsbranschen identifierades. Syftet med den här uppsatsen är att skapa förståelse för hur mikroföretag använder sinnesmarknadsföring i den fysiska butiksmiljön. Vid insamlingen av empiriska data användes en kvalitativ metod och fem intervjuer genomfördes med butiksägare eller anställda som ansvarar för utformningen av en butiksmiljö inom detaljhandelsbranschen. Resultaten visar att flexibilitet är ett nyckelord när det kommer till mikroföretagens utformning av sinnesupplevelser i butiksmiljön. Det har även framgått att vid utformandet av butiksmiljön prioriteras i huvudsak strategier gällande tre av de fyra sinnena som undersökts i denna studie; syn, ljud och känsel. Den styrande faktorn som påverkar arbetet med sinnesupplevelserna i butiksmiljön är visionen för hur butiksatmosfären ska vara och upplevas av företagets kunder. Slutsatsen är att mikroföretag trots sin ringa storlek kan skapa och anpassa sinnesupplevelser utifrån de egna förutsättningarna och sin vision för butiksatmosfären för att differentiera sig.The knowledge that the five human senses; sight, hearing, touch, smell, and taste, are affected in different ways by stimulation has been taken into account in the making of the marketing tool called sensory marketing. Within the marketing area, sensory marketing is described as an emerging paradigm. Stimulating the senses can lead to the creation of entirely new sensory experiences for the customer in a physical store environment. A store atmosphere based on the five human senses can affect the customer’s behavior and create competitive advantages. A large amount of the former research and studies made on sensory marketing focuses on how the customer may be affected by different sensory cues and how sensory cues can be used. A gap in knowledge has been identified regarding how sensory marketing is actually used in a physical retail store environment. The purpose of this thesis is to create a deeper level of understanding in regard to how micro-enterprises apply sensory marketing in their physical store environment. The empirical data has been collected adopting a qualitative method and five interviews have been conducted with business-owners or employees that are in charge of the environment in a retail store. Results show that flexibility is a keyword in regards to how the micro-enterprises creates the sensory experiences in the store environment. It also showed that when the store environment is created, three of the four senses studied in this thesis are prioritized; sight, hearing and touch. The determining factor that affects the creation of the sensory experiences in the store environment is the vision that states how the store atmosphere should be and be perceived by customers of the company. The conclusion is that although the micro-enterprises may be small in size they can create and adapt their sensory experiences based on their own conditions and their visions for the store atmosphere in order to differentiate themselves.
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Axelsson, Hanna, and Therese Olsén. "Sinnesstimulering : En deskriptiv och explorativ studie om hur stimulans av de mänskliga sinnena kan användas för att påverka och skapa en upplevelse för kunden." Thesis, Södertörn University College, School of Business Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-3729.
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Marknadsföring utgör inte någon särskiljande effekt idag och konsumenter blir visuellt överstimulerade av alla olika reklambudskap. På grund av detta måste företag numera skapa en djupare och personligare kontakt för att nå ut till sina kunder. Genom att använda sig av emotionella inslag i en produkt gör det att kunden uppfattar produkten mer som en upplevelse istället för enbart dess funktion. Skapandet av en upplevelse sker genom att sätta människans fem sinnen i centrum. Genom att använda sig av flera sinnen kan även ett mervärde skapas, vilket gör att företag inte längre enbart kan koncentrera sig på kärnprodukten. Den tidigare forskningen inom detta ämne är relativt liten, därför fann författarna det intressant att undersöka detta fenomen mer.
Syftet med denna uppsats ämnar att utifrån ett sändarperspektiv deskriptivt och explorativt undersöka och beskriva hur ett antal valda aktörer arbetar strategiskt och taktiskt med stimulans genom de fem mänskliga sinnena i miljöer och produkter.
Uppsatsen består av en kombination av en kvalitativ och kvantitativ ansats. Främst har en kvalitativ metod använts genom sex intervjuer med informanter från två museum, två butiker och två produkter. Författarna fann det intressant att koppla ihop en upplevelse av att gå på museum med butiker och produkter där det inte lika uppenbart faller sig naturligt att stimulera sinnena. Den tidigare forskning och litteratur som har varit tillgänglig inom området har samlats in och varit ett underlag för att kunna tolka och analysera resultaten utav den insamlade empirin.
Slutsatsen av studien visar på att genom involvering av sinnena skapas en upplevelse för kunden som även leder till ett mervärde. De undersökta aktörerna har lyckats stimulera flera sinnen och genom det har deras budskap blivit starkare.
Marketing gives no distinctive effect today and consumers become visually over-stimulated by all the different advertising messages. Due to this, companies must create a deeper and more personal connection to reach their customers. By making use of the emotional elements of a product it makes the customer perceive the product more as an experience instead of just its functioning. Putting the five human senses in focus makes the creation of an experience. By using more than one sense an added value can be created, which means that companies cannot only focus on the core product. The previous research on this subject is rather thin; therefore the authors found it interesting to investigate this phenomenon.
The purpose of this study, which is based on a sender perspective, is to in a descriptive and exploratory study investigate how a number of selected participants are working strategically and tactically with stimulation through the five human senses in environments and products.
The study consists of a combination of a qualitative and a quantitative approach. Foremost a qualitative method has been used, six personal interviews with informants from two museums, two stores and two products has been conducted. The authors found it interesting to combine the experience of visiting a museum with stores and products, where it is less obvious to naturally stimulate the senses. Previous research has been collected as a basis for interpreting and analyzing the results out of the collected empirical data.
The conclusion of this study is that by involving the senses an experience is created for the customer, which leads to an added value. The participants in this study have managed to stimulate several senses and through that their message has become stronger.
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Curo, Varillas Bruno Francisco. "El Social Media Marketing, la Co-creation of Value y el Customer Brand Engagement en relación al Customer Satisfaction en las marcas deportivas." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/655636.
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El presente estudio se centra en analizar las variables Social Media Marketing, Co-creation of Value y Customer Brand Engagement en relación al Customer Satisfaction en marcas deportivas. En primer lugar, existen marcas deportivas que ya han implementado la Co-creación como estrategia en sus redes sociales con el objetivo de generar valor para la marca a través de la participación de sus consumidores. Con lo cual, la mencionada variable fortalece la relación entre la marca y el cliente, dado que el público esté dispuesto a asumir el rol como co-creadores de productos de las marcas deportivas, lo cual, la participación activa de los consumidores se relacionaría con la satisfacción y lealtad hacia la marca. Por último, este estudio se enfocarán en hombres y mujeres entre 25 y 35 años que son activas en redes sociales y frecuentemente cocrean con las marcas deportivas que siguen y compran. A dicho público objetivo se le aplicará encuestas donde se aplicará el muestreo no probabilística con un cálculo poblacional infinito, lo cual se va a medir de acuerdo a una escala de likert.This study focuses on analyzing the variables Social Media Marketing, Co-creation of Value and Customer Brand Engagement in relation to Customer Satisfaction in sports brands. In the first place, there are sports brands that have already implemented Co-creation as a strategy in their social networks with the aim of generating value for the brand through the participation of their consumers. With which, the aforementioned variable strengthens the relationship between the brand and the client, given that the public is willing to assume the role as co-creators of sports brand products, which, the active participation of consumers would be related to satisfaction and loyalty to the brand. Finally, this study will focus on men and women between the ages of 25 and 35 who are active on social media and usually co-create with the sports brands they follow and buy. Surveys will be applied to said target audience where non-probability sampling will be applied with an infinite population calculation, which will be measured according to a Likert scale.
Trabajo de investigación
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Djedovic, Sandra. "Sinnesmarknadsföring : En undersökning av dagligvarubranschens användning av sinnesmarknadsföring." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-28021.
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Syfte: Uppsatsen syftar till att undersöka utvecklingen av sinnesmarknadsföring genom att ta reda på hur det används av företag inom dagligvarubranschen. Metod: Studien har en kvalitativ forskningsstrategi. Fem intervjuer och tio observationer utfördes som metod i undersökningen. Intervjuerna utfördes på fem anställda på olika dagligvarubutiker i Solna, och samma butiker observerades under två tillfällen. Urvalet valdes utifrån ett bekvämlighetsurval. Slutsatser: Sinnesmarknadsföring är ett relativt okänt begrepp. Synen är människans största sinne och därför riktas marknadsföringen främst mot visuella uttryck. I den här undersökningen har det visat sig att lukten är ett lika viktigt sinne, eftersom att dofter har förmågan att väcka minnen och även stimulera de övriga sinnena. ICA Maxi var den enda butik av samtliga undersökta, som skapade en multisensorisk varumärkesupplevelse där alla sinnen samarbetade.Purpose: The purpose of this study is to examine Sensory marketing by finding out how it is used by companies in the retail industry. Method: The study has a qualitative research strategy. Five interviews and ten observations were carried out as method for the research. The interviews were conducted with five employee at various grocery stores in Solna, the stores were also observed during two occasions. They were selected based on a convenience sample. Conclusion: Sensory marketing is a relatively unknown term. The sight is our biggest sense, therefore are marketers primarily targeting visual expressions. This study has shown that the smell is an important sense, because its ability to evoke memories and stimulate the other senses as well. ICA Maxi was the only store of all investigated who had created a multisensory brand experience where all senses cooperated.
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Lai, Wei-Hsun, and 賴韋勳. "The relationships among brand experience, brand resonance and brand loyalty in event marketing." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/05083973025714558731.
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碩士國立交通大學
管理科學系所
102
Experiential marketing has become the stream of companies marketing strategy in Taiwan. The change from the traditional marketing to experiential marketing is attributed to the rise of Taiwanese income, and then customers demand more than shopping product or service, shopping experience instead. However, Taiwanese corporations always take the low-price competition or bundle discount to attract consumers’ attention. The shopping experience is fragmented while these kind of marketing only deliver price information. As for successful marketing, corporations should offer customers favored product or service with “experience”, called “Experiential Marketing”. During the last few years, the Marketing researchers have demonstrated the importance of the influence of shopping experience on consumer behavior. Unfortunately, most studies have not explained how the potential factors of event marketing affect the brand relationships with customers. Analyzing the role Schmitt’s (1999) strategic experiential modules play in brand building, the study applied the SEM model to experiential marketing of brand building. Besides, the study conducted a thorough investigation of the definition of experiential marketing to identify these dimensions’ relation between brand experiences in event marketing. Furthermore, the researcher examined how brand experience affects customers to reach brand resonance and brand loyalty. The results indicate that the five strategic experiences modules dimensions are positively related to the brand experience; the relationships among brand experience, brand resonance, and brand loyalty as well. This could be a contribution for marketing practitioners to improve their knowledge about the importance of event marketing and understand the relationship between their brand and customers more accurately.
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Lin, Yin-Hua, and 林吟樺. "Aesthetic Marketing，Aesthetic Experience and Brand Attitude." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/27036198705570990363.
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碩士中國文化大學
企業實務管理數位學習碩士在職專班
100
This study is to explore the relationship between the aesthetic marketing, aesthetic experience and brand attitude, by reference to the literature and logical reasoning that has considerable influence in each other. In this study, through the facilitating questionnaires, let the consumers of home accessories retailer of IKEA, HOLA, MUJI and Working House to help replying it. Is-sued a total of 450 questionnaires, a total of 423 valid questionnaires through hierarchi-cal regression analyze. In this study I found that under the controlled variables such as age, disposable income, the aesthetics of style, sensibility, innovative marketing and brand attitude positively correlated；Formally, expression, symbolic aesthetic experience, aesthetic marketing and brand attitude were positively correlated. Also it had a partial mediating effect. Therefore, to create consumer a positive brand attitude and aesthetic of the con-sumed experience, it can provide appropriate marketing strategies for different products and services, to create the wonderful experience, and stimulate the performance of the industries. In addition to explain the results also put the forward practical managerial meaning and future researches, and hope that this study will provides a reference for the industry as a marketing strategy and management.
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Reik, Paola. "The Influence of Packaging Sustainability on Brand Experience and Brand Attitude." Master's thesis, 2021. http://hdl.handle.net/10400.26/37223.
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In the past years, consumers have unarguably become more environmentally conscious. With the packaging industry being the main generator of plastic waste globally, companies must seek ways to respond to the current trends and make packaging more sustainable. Thus, it is crucial for companies to know how the use of sustainable packaging affects their brand, being able to implement sustainable packaging in a way that creates value for brands and consumers. Therefore, the objective of this study is to analyze is how packaging sustainability can influence consumer’s perceptions and evaluations of a brand. More specifically, this study intends to understand if the use of sustainable packaging leads to the perception of a more experiential brand and to a more favorable brand attitude when compared to conventional packaging. Furthermore, the possible mediating role of sensory perception of the packaging is analyzed, suggesting a strategic use of sensory marketing and sustainable packaging to convey perceptions about the brand. The study is conducted with two different product categories, to determine if results differ for product categories considered more hedonic or more utilitarian. In the present investigation the quantitative methodology is used, namely the experimental method, with the elaboration of online questionnaires as an instrument of data collection. The results show that sustainable packaging leads to higher brand experience and more favorable brand attitude than conventional packaging and that those relationships are mediated by the sensory perception of the packaging. The moderation effect of product category was shown to be not significant. The theoretical and practical implications of this research as well as suggestions for future research are discussed.
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Ferreira, Joana Sofia Aroso. "Destination brand experience : the influence of destination brand experience in the intentions to revisit and recommend a destination." Master's thesis, 2018. http://hdl.handle.net/10400.14/29393.
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The present study is based on previous research done by Barnes, Mattsson and Sorensen (2014) and by Hosany and Gilbert (2010), adapted to a different city brand: Porto (Portugal). We also included a new variable in this study: tourist personality traits.
This research aims to understand the influence of destination brand experience in the intentions to revisit and recommend a destination. Tourist personality traits were considered in this study, as moderators between destination brand experience and destination brand emotion.
In order to study this topic, and following the recommendation of Barnes et al. (2014) to test the destination brand experience scale in different cities and countries, we chose to analyse a Portuguese city, considered twice (2014 and 2017) as “European best destination” – Porto. This research examines a total of 187 answers from national and foreign tourists.
Results were analysed using a structural equation modelling (SEM) and we were able to prove all the hypotheses stated, except for one which was only partially confirmed.
Therefore, results provide interesting insights for the development of a marketing strategy based on experiences for city brands. This strategy should allow city brands to provide all the experiential stimuli needed to create a holistic destination brand experience and, consequently, increase tourist intentions to revisit and recommend the city.
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Fernandes, Diana Maria Machado. "Happiness brand experience : a importância na gestão da marca." Master's thesis, 2020. http://hdl.handle.net/11067/5982.
Full textAbstract:
Mestrado em MarketingExame Público realizado em 06 de Abril de 2021
O objetivo deste estudo foi, essencialmente, perceber a felicidade que é causada nos consumidores quando estes usufruem de novas experiências, em particular, experiências de luxo. Para além da análise descritiva que foi realizada aos consumidores como a idade, o género, o rendimento, a escolaridade, o tipo de experiências que valoriza, a frequência com que as concretiza, como toma conhecimento das mesmas e como as adquire, foi também recolhida informação sobre as características das experiências que os levam a avançar para comprar. Para explicar a felicidade, foram selecionadas um conjunto de variáveis onde predominam aspetos abstratos, que permitem definir o sentimento de felicidade do consumidor. Os dados foram recolhidos através de um questionário, tendo sido aplicada uma metodologia quantitativa. Os resultados indicam que usufruir de experiências ou realizar consumos de luxo, influencia positivamente a felicidade do consumidor. Este trabalho conclui que o construto PSU é o que mais influencia positivamente a felicidade hedónica e a felicidade eudemónica, de todas as variáveis explicativas em análise.
The objetive of this work was, essentially, understand the happiness caused in consumers when they have new experiences, particularly, luxury experiences. Beyond the descriptive analysis that was done to consumers, regarding their age, their incomes, which experiences they enjoy, the frequency which they fulfilled them, how they take notice of them and how they purchase them, it was also picked information about the characteristics of the experiences that lead them to buy it. To explain happiness, there were picked some variables which have abstract aspects that dominate them and allow to define the felling of the consumer’s happiness. The data was picked through a online quiz, applied a quantitative methodology in it. The results show that normal experiences or even luxury experiences, have a positive influence on the consumer’s happiness. This work concludes that the PSU is the aspect that have the most positive influence on the hedonic happiness and on the eudaimonic hapiness of all the variables that were taken into account.
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CHEN, SHIH-CHIEH, and 陳世頡. "Study on relationship between experience marketing, brand trust and brand value in French-style cafés." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/t8rkr8.
Full textAbstract:
碩士南開科技大學
休閒事業管理研究所
107
The purpose of this research is to explore the relationship between experience marketing, brand trust and brand value in French-style cafés. The questionnaire is adopted as the research method and the French-style cafés are research objected. “The Questionnaire About Experience Marketing, Brand Trust, and Brand Value” is used as the research tool and there are 350 effective questionnaires collected. Statistical methods such as descriptive statistical analysis, reliability analysis, and structural equation models are used for analytical purposes. The research results show that in the context of different background variables, opinions on experience marketing, brand trust, and brand value vary greatly and exert obvious influences.
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Tu, Chia-Chen, and 凃嘉真. "Build dictionary of brand experience marketing scale for sentiment analysis." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/00307069297237368279.
Full textAbstract:
碩士國立中興大學
行銷學系所
105
Experiencing has attracted more and more scholars and enterprises since 1998. In the past, enterprises created value through the functions of products and services. Now, the key competitive advantage of enterprises will come from how to create unique customer experiences, therefore the experience has become an important trend in brand management. Brakus (2009) divides the brand experience into four dimensions: sensory, affective, behavioral, and intellectual measured by the Likert 7-point scale of 12 item. In this era of Big Data, how to analyzing the data into information and in a more convenient and accurate way to understand is paramount to customer brand experience. This study chose to experience marketing practitioners - Starbucks as a research object by studying the Starbucks Facebook fan page and scrutinizing the text from comments through text mining and sentiment analysis. We also conduct the traditional questionnaire distribution and analysis. Ultimately, the last two results of paired sample t test did not show any significant differences, which means that the sentiment analysis can provide enterprises a new way to survey brand experience.
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"Engagement Across the Customer Experience Landscape: The Drivers of Brand Performance." Doctoral diss., 2011. http://hdl.handle.net/2286/R.I.8936.
Full textAbstract:
abstract: Understanding the customer experience, which requires a thorough knowledge of all touchpoints that can result from the way that a product is marketed, sold, and used has recently been identified as a research priority by the Marketing Science Institute. Although recent research has examined some aspects of the customer experience, research has yet to examine the way in which the full spectrum of touchpoint experiences may drive particular marketing performance metrics. Significant challenges to this line of research are the complex network of relationships that competing firms have forged with channel partners, the relationships that focal customers have with other customers in social networks and user communities, and the relationships that customers have with the brand and with channel partners. To address these challenges, this paper examined the customer experience and its effects on loyalty and commitment through three research projects conducted in the consumer aviation market. The first and second studies examined these touchpoint experiences using archival data supplied by an avionics manufacturer. Results from these studies showed the importance of the customer experience in accounting for customer loyalty. The final study examined the role of identity in shaping the customer experience among aircraft owners through a series of depth interviews. Results from these interviews illustrated the importance of identity in shaping the customer experience, and provided insights into how individuals attempt to use their consumption experiences to reinforce a sense of identityDissertation/Thesis
Ph.D. Business Administration 2011
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TANG, Yu-Hsuan, and 唐宇萱. "A Study On the Relationship among Brand Awareness, Brand Image, Brand Experience and the Willing to Visit of Museum Visitor: with Shihsanhang Museum of Archaeology as Sample." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/952y69.
Full textAbstract:
碩士輔仁大學
博物館學研究所碩士班
100
Nowadays, the functions and roles of museums have dramatically altered with this changing society and the requirement to meet many demands. Traditional museums focused on research of specific objects, preservation and collection; while, today the focal point of museums is visitor-oriented operation. In addition, aiming at audience education, leisure and entertainment has meant a new look for museums. It means that the museum must strive for an audience in order to operate in the era of cultural tourism and survive in the changing social environment. This study will discuss whether the concept of brand management in business management has equally effective results in a museum, which is a non-profit cultural institution. A museum hopes to create an enjoyable visitor experience which can not only increase audience identities for the museum, but also enhance the brand awareness and brand image. Museums need to use experiential marketing to strengthen the brand value and no longer focusing solely on products (collections); it should also lay more emphasis on the experience of the audience (the visitor experience). The purposes of this study was not only to understand the effect of (museum) brand on the relationship between museum and audience, but also to explore brand awareness, brand image and brand experience, and its relevance to the museum and the audience’s desire to visit. Then we will discuss the relationship of study variables and the different types of audiences. This study aims at using the Shihsanhang Museum of Archaeology as the study case and the questionnaire survey method will be utilized. A total of 587 questionnaires were distributed, of which 536 valid responses were received, representing an effective response rate of 91%. The research and analysis in this study used the SPSS18.0 software. This study is an empirical analysis using statistical methods which included reliability analysis, factors analysis, T-test, ANOVA (analysis), correlation analysis and the regression analysis. The following are the conclusions of the study: 1.Brand experience has a positive and significant impact on brand awareness and brand image. 2.Brand awareness, brand image and brand experience has a positive and significant influence on the audience’s willingness to visit museums. 3.Age, educational level, occupation, the number of visits and the motivation for the audience to visit museums lead to significant differences between brand awareness of museums, brand image, brand experience and the audience’s willingness to visit.
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Sousa, Marcela Elisa Vieira de. "O incentivo ao engagement na brand experience: aplicação Cuckuu." Master's thesis, 2018. http://hdl.handle.net/10400.26/25871.
Full textAbstract:
Observa-se cada vez mais o crescimento da consciência da importância de envolver clientes na busca e obtenção de uma maior vantagem competitiva. A brand experience, uma vertente do branding é uma tendência entre as empresas que veem um novo consumidor não apenas racional, mas também emocional e relacional. Podemos entender como uma estratégia para promover interação entre a marca, seus consumidores e parceiros. Através de experiências integrativas, ela gera valor e percepção emocional positiva, sendo uma das formas de relacionamento da marca com os seus públicos. Com a crescente popularidade do marketing baseado em experiências em vários campos, tornou-se possivel observar tambem a utilização de apps como uma das formas de interação para as experiências. Após a análise de estudos quantitativos relacionados ao tema, tornou-se possivel notar certa deficiência de estudos qualitativos no campo, e percebeu-se então uma oportunidade de aprofundamento no tema do engagement e apps em uma perspectiva diferente da comumente abordada. O presente estudo tem então como objetivo utilizar como base de estudo a aplicação Cuckuu para analisar e compreender através da análise de entrevistas narrativa com dez utilizadores da aplicação se é possivel observar através das analise das interações motivadas pela
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aplicação um incentivo ao engagement e interação com a marca na brand experience com a libertação de conteúdo em momentos programados e qual seu impacto nas sensações e mensagens transmitidas pelas diferentes combinações de elementos, na experiência da marca e nos seus públicos. A metodologia utilizada é a pesquisa qualitativa exploratória e os instrumentos metodológicos são: pesquisa bibliográfica e entrevistas narrativas. Após a análise das entrevistas e reações dos participantes ao ambiente e as interações com a aplicação. O presente estudo sugere que a utilização da aplicação em questão demonstra funcionar como catalizador das experiências incentivando o engagement do público.There is an increasing awareness of the importance of involving customers in the search for and obtaining a greater competitive advantage. The brand experience, a branding strand is a trend among companies that see a new consumer not only rational, but also emotional and relational. We can understand how a strategy to promote interaction between the brand, its consumers and partners. Through integrative experiences, it generates value and positive emotional perception, being one of the forms of relationship of the brand with its public. With the growing popularity of marketing based on experiences in various fields, it has become possible to also observe the use of apps as one of the forms of interaction for the experiments. After the analysis of quantitative studies related to the theme, it became possible to note a certain deficiency of qualitative studies in the field, and it was then perceived an opportunity to deepen the theme of engagement and apps in a perspective different from the one commonly addressed. The purpose of the present study is to use the cuckuu app to analyze and understand through analysis of narrative interviews with ten users of the aplication, if it is possible to observe through the analysis of the interactions motivated by the application an incentive to the engagement and interaction with the brand in the brand experience with the liberation of content in scheduled moments and what its impact in the 11 sensations and messages transmitted by the different combinations of elements, in the experience of the brand and its audiences. The methodology used is exploratory qualitative research and the methodological tools are: bibliographic research and narrative interviews. After analyzing the interviews and reactions of the participants the study presented suggest that the use of the app in question proves to act as a catalyst for the experiences encouraging the engagement of the public.
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Jing, Yuan. "How college students in China view brand experience, brand personality and brand love: Moderate effect of product involvement." Master's thesis, 2019. http://hdl.handle.net/10071/19171.
Full textAbstract:
In recent years, with the improvement of residents' consumption level and the development of the Internet era, the needs of consumers have begun to change. Technology has greatly changed the consumption habits of young consumers. People begin to pursue higher-level needs. When consumers buy products, they not only pay attention to the quality of the products, but also to the wonderful consumption experience brought by the products or brands. Brand experience has become an important variable affecting consumer decision-making.
Existing research show that customer experience has importance impact on brand love and purchase behavior. However, there is little attention paid to the antecedents of the brand experience and there are few scholars studying on the connection between brand personality, brand experience and brand love.
Consequently, the purpose of this study is to explore the connection between brand personality, brand experience, brand love. The relationship model between the three is constructed based on the previous research. Then we supposed corresponding hypotheses and designed questionnaire, we analyzed the collected data by spss24.0 and draw conclusions : brand personality had a significant positive correlation with college students' brand love and five dimensions of brand experience (affective experience, social identity experience, creative cognitive experience, morality experience, sensory experience) ; These five dimensions of brand experience could positively impact on brand love and could mediate the influence of brand personality on brand love. Product involvement was a regulatory effect in the connection between brand personality and brand love, brand experience and brand love.Nos últimos anos, com a melhoria do nível de consumo dos moradores e o desenvolvimento da era da Internet, as necessidades dos consumidores começaram a mudar. A tecnologia mudou bastante os hábitos de consumo dos jovens consumidores. As pessoas começam a buscar necessidades de nível superior. Quando os consumidores compram produtos, eles não apenas prestam atenção à qualidade dos produtos, mas também à maravilhosa experiência de consumo trazida pelos produtos ou marcas. A experiência da marca tornou-se uma variável importante que afeta a tomada de decisão do consumidor. Pesquisas existentes mostram que a experiência do cliente tem um impacto importante no amor à marca e no comportamento de compra. No entanto, há pouca atenção aos antecedentes da experiência da marca e há poucos estudiosos estudando a relação entre personalidade da marca, experiência da marca e amor à marca. Consequentemente, o objetivo deste estudo é explorar a relação entre a personalidade da marca, a experiência da marca e o amor à marca. O modelo de relacionamento entre os três é construído com base nas pesquisas anteriores. Em seguida, supusemos hipóteses correspondentes e elaboramos um questionário, e depois analisamos os dados coletados por spss24.0. Por fim, tiramos conclusões: a personalidade da marca teve um impacto positivo significativo no amor à marca dos estudantes universitários e cinco dimensões da experiência da marca (experiência afetiva, experiência de identidade social, experiência cognitiva criativa, experiência de moralidade, experiência sensorial); Essas cinco dimensões da experiência da marca podem impactar positivamente o amor à marca e mediar a influência da personalidade da marca no amor à marca. O envolvimento do produto foi um efeito regulatório na relação entre a personalidade da marca e o amor à marca, a experiência e o amor à marca.
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Lin, Yu-wen, and 林俞妏. "The Luxury British Brand of BURBERRY Experience Marketing and Relationship Value." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/67691320884447550899.
Full textAbstract:
碩士逢甲大學
經營管理碩士在職專班
100
Even when facing to the global economy recessions, the value of some luxury brand is not reduced. Success brands are having their own brand culture. And these brands are relying on it’s own brand value and culture. When get into the 21st century: ● Burberry Experience provides brand experiencing and personalised service. The relationship between the brand and customer has built up through this experience marketing and customer relationship management. ● Burberry has made the new image of top luxury brand by digitalising, which connected to the trend of world. ● Bring the Enterprise Resource Planning (ERP) (SAP) to every retail store effectively combine, and integrated all the resources. ● Use key performance index management KPI How to connect to the key points above and raise up customer royalty by using “Relationship Marketing”? How to make the different and manage the potential customer, and evaluate the efficiency by using RFM model? Is it going to bring more valuable customers, up cross-selling to create productivity, and extend the life of the brand if raise up the value of the “Relationship”??
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Tu, Tsung-Yuan, and 杜宗原. "The Influence of Experience Marketing on Female Consumer Sportswear Brand Attitude." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/d8f77e.
Full textAbstract:
碩士淡江大學
國際商學碩士在職專班
95
Because business volume growing rapidly year by year, Female sport dress market was emphasized in those years. The sport brands were actively to make bigger market share of woman market. No matter how the sport brands were linked up with fashion or woman self-awareness, experience marketing was look as an important channel of communication with customer. Therefore, in woman market, how to draw up proper experience activities for making positive influence on brand attitude of enterprise become more and more important. The research integrating related theories of marketing discusses if the woman’s brand attitude can be influenced by experience activity. This experience research directing to activity of female market different from pass studies focusing on consumer environment. The hypothesis of this research is: satisfaction of activity can be influenced by experience perception and activity satisfaction has positive relation with brand attitude. According to this research, in the experience activity for female consumer ,their is no significant relation among sense experience and satisfaction of activity. Compare to sense experience, woman prefer other benefit function in the activity, such as pressure escape or providing new life style. This result is different from general impression on woman. Secondly, negative relation between “think” experience and satisfaction of activity, it reveal that those kinds of activity difficult to make female to “think” about the opinion of brand. At last, satisfaction of activity indeed has positive influence to the brand attitude, in which, motions factor was affected apparently than the other two factors of brand attitude.
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Karanja, Faith Ngina. "How to increase and attract more tourists into Kenya throught experiental marketing." Master's thesis, 2015. http://hdl.handle.net/10362/15229.
Full textAbstract:
This marketing plan project is a culmination of extensive strategies with the use of
experiential marketing to address issues confronting the Kenyan tourism industry in
order to have a sustainable tourism sector. Following the terrorist attack carried out
by Islamist militants’ belonging to al-Shabaab terrorist organization on Nairobi’s
Westgate shopping mall in September 2013, tourist forecast has gone down sharply
with an average of 20% fall in tourists’ arrivals which is likely to have an impact on
the tourism sector in Kenya. Even before the deadly attack on Westgate, the most
lethal attack by Islamist terrorists in 15 years in Kenya, the government through the
Kenya tourist board had announced that in 2013 tourist arrivals were down by 12%,
at 495,978, according to an October 2013 report by Bloomberg. Tourism revenues
were also down by 7.4%, over FY12/13 (July-June) to reach KES96.24bn, according
to a September 2013 report on the local Capital FM website.
Beyond 2013, much will depend on how quickly the Kenya tourist board can regain
control of the situation. The Kenyan government believes that the Westgate mall
attack was a 'one-off' incident, with a low probability of a similar event happening
again over the short term period. Germany, United States, United Kingdom,
Australia, Italy, France and Canada continue to be the key source market however;
the Kenya tourist board can make continued growth stronger from new emerging
markets in order to increase new arrivals into the country.
The marketing plan outlines the objectives to be implemented and provides the
implementation strategy, activity plans, monitoring and evaluation plans, financial
requirements projections and proposes a new structure of experiential marketing. A
number of regional forces are identified that will impact tourism into the country
including global, social and economic forces, emerging trends in visitor motivations
and behavior, emerging forces in experiential marketing.
A major component of the strategy identifies target markets for Kenya to
commensurate with the level of resources that will be available for marketing and
promotion, in keeping with the forces and trends identified and the nature of the
Kenya tourism environment. The agreed upon target market segments are:
generic/mass travel, experiential travel, creative travel, adventure seeking travel,
senior/extended/long stay travel, and business related travel. The strategy phases the
development of the target markets over the years of the marketing strategies in order
to yield the best opportunity for results.
A core activity in developing a marketing strategy is determining the nature of
experiences Kenya offers in tourism. The strategy’s experience development process
will continue to develop within the context of the products identified which will be
promoted regionally: culture/heritage, nature, community-based. Each county in the
country has a significant number of attractions and experiences and the challenge of
the country is to bring these together in a creative and innovative way in order to
encourage tourists to visit more than one county in Kenya.
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Huang, Chia-Ling, and 黃嘉玲. "Examining the relationships among interpretation service, brand experience, and loyalty:An example of Honey Museum." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/77380551139539052192.
Full textAbstract:
碩士國立雲林科技大學
休閒運動研究所碩士班
100
For sustainable developing, an enterprise values the customers’ satisfaction and loyalty. It would establish and manage its brand positively to deepen the customers’ impressions, so that their loyalty would increase. However, studies about the relationships among interpretation service and brand experience are relatively rare. This study thus assessed the relationship among interpretation service, brand experience (sense, affective, behavioral, and intellectual) and loyalty of customers at Honey Museum. A total of 412 valid questionnaires were collected using systematic sampling method. All the descriptive statistics were analyzed with SPSS 17.0. Structural equation modeling was employed to examine the linear relationships among interpretation service, brand experience and loyalty with LISREL 8.80 for windows. The analytical results suggest that interpretation service significantly affects the brand experience. And the brand experience significantly affects loyalty. Finally, managerial implications and future research directions are suggested.
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PAN, YUNG-CHIN, and 潘永進. "The impact of Experience Marketing on consumer experience and brand image－A case of infant car seat." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/537afe.
Full textAbstract:
碩士國立中正大學
高階主管管理碩士在職專班
107
The lack of children and technology has brought about an impact on the baby-care industry. To deal with this situation, operators must explore appropriate competitive strategies by understanding the needs of consumers. And experience marketing is the marketing strategy that physical storefronts can strengthen their own advantages. Through the experience of physical products, consumers can also eliminate doubts about products and even increase brand satisfaction. This study explores the impact of experiential marketing on consumer experience and brand image, and uses a professional car seat as an example to interview six new parents through semi-structured individual in-depth interviews. Interview results show respondents feel very comfortable and at ease with the experience of operating and testing the car seat. The sensory influence of the respondents is that they can have a deep understanding of the appearance and shape of the car seat, a deep understanding of the installation steps, understanding the comfort level of the baby's skin and venting contacts, the model of the product and the age of the infant, Height and weight, and finally the product is humanized design. Through the experience of car safety seats, the respondents are also aware of the safety of products, safety regulations at home and abroad, and the correct use of car seats can also improve the safety of infants and young children and reduce the worries of novice parents. After being satisfied with the experience of the experience, they will also recommend relatives and friends to buy at the physical storefront, add a good impression to the brand and even purchase the maternal and child products related to the product. Key words: Experience marketing, car seats, consumer experience, brand image
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Liu, Chin-Ho, and 劉錦和. "The Study over the impact of experience marketing on the cosmetics brand loyalty: an example of brand C." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/89655419688182773423.
Full text
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LEE, YIN-CHUN, and 李盈君. "Explore the Relationship between Experiential Marketing, Brand Image and Brand Loyalty ----Take the SPA Experience as an Example." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/su6986.
Full textAbstract:
碩士中臺科技大學
醫療暨健康產業管理系碩士班
105
In the past, many studies have shown that Branded image is easy for businesses to create high loyalty customers, and are less involved in experiential marketing, especially SPA.This study to SPA experience of consumers as the object, to explore the SPA salon consumer experience can convey the company's brand image? Does it affect brand loyalty? And whether it will strengthen the brand image and brand loyalty relationship? In this study, we used cross-sectional study to facilitate the sampling method, using the questionnaire as the measurement tool, using SPSS17.0 statistical software as the data analysis tool. The statistical research methods used were narrative statistics, project analysis, reliability analysis, correlation analysis and regression analysis. The results show that the marketing experience has a significant positive correlation with the brand image and brand loyalty, and the brand image has a significant positive correlation to brand loyalty. Experience marketing predicted brand image, brand loyalty and behavioral loyalty of the joint explanatory force of 44.0%, 27.0%, 9.8% of the variance, only the emotional experience and action experience were significant.Brand image prediction attitude loyalty and behavioral loyalty of the joint explanatory power were 55.1%, 13.3% of the variance, are significant.Experience marketing has no interference effect on brand image and brand loyalty.
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Chen, Meiling, and 陳眉伶. "A Study of the Relationships among Experience Marketing, Brand Association, Satisfaction and Loyalty─The Moderating Effect of Brand Personality." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/28773256873157344945.
Full textAbstract:
碩士東海大學
企業管理學系碩士班
99
The circumstance of global competition is dynamic and unpredictable. It is impossible to win or survive in the competitive market if companies just focus on product characters and quality. How to catch customers experience and emotion and create touching brand is the key to continue operating and maintain the competition advantage. Taking the smart cellular phone for example, its product life cycle is under the mature period. If the enterprises just take product functions, characters and qualities into consideration, it is out of question to compete. Besides, customers may think brand as the expression of personal image. Therefore, for smart cellular brand companies, how to make the experiential marketing, build specific brand personality to make customers associate with that brand and have the positive feeling are important, and then let customers feel satisfied and loyalty in order to achieve competition advantage. This study takes smart cellular phone as empirical study brand to discuss the relationships between experiential marketing, brand association, satisfaction and loyalty. Many scholars in the past discussed the relationship between experiential marketing and brand association or the relationship between brand personality and brand association. Few scholars explore brand personality affects the relationship between experiential marketing and brand association. Therefore, this study takes brand personality as moderator variable and discusses whether the effect on brand association by experiential marketing will change by the degree which brand personality’s vivid. The subjects are consumers who use smart cellular phone. We take Taichung City urban areas as place to provide. We receive 500 questionnaires and delete 68 ineffective questionnaires. The effective questionnaires are 432. We refer Churchill to make data analysis and examine each hypothesis in this study through path analysis. The results show that (1)The relationship between experiential marketing and brand association is positive; (2) The higher brand personality’s vivid, the stronger that experiential marketing affects brand association; (3)The relationship between brand association and satisfaction is positive;(4)The relationship between satisfaction and loyalty is positive. Through experiential marketing, making consumers have positive association and feeling is helpful to gain brand loyalty. In addition, the higher brand personality’s vivid, the stronger that experiential marketing affects brand association.
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Weng, Sin-Ya, and 翁新雅. "A Study on Marketing Strategy, Brand Experience, Customer Mindset and Brand Performance – An Empirical Investigation of the Motel Industry." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/90782283403628909064.
Full textAbstract:
碩士國立交通大學
管理科學系所
100
Hotels play an important role in the tourism industry. As the evolution of tourism continuously develops, hotels have to provide much more functions. During recent years, motels have been transformed into the fashionable and luxury resort spots. By offering the new styles and service, motels in Taiwan created a fascinating environment. With the coming of the new economy, there are more choices for consumers. Therefore, companies have to strengthen their brands to attract their customers. Keller developed several models to build a strong brand, including CBBE[Customer-Based Brand Equity] and brand value chain. By discussing these issues, this study will provide a reasonable and clear understanding toward brand. After reviewing the past academic research, this study developed a theoretical framework of marketing strategy, brand experience, customer mindset and brand performance for the motel industry, and found ways to estimate customer mindset. By running SPSS and AMOS, several hypotheses were supported; so this study appropriately provided some suggestions for marketing strategy to improve brand performance.
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Fu, Cong-Mao, and 傅琮貿. "Relationship among Experience marketing, brand imageand purchase intention- ASUS exhibition as an example." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/88311853869896969036.
Full textAbstract:
碩士國立中山大學
企業管理學系研究所
99
Marketing and brand are that recent activities by enterprises can be seen the company create value through two major tools in the future. Schmitt (1999) proposed the term experience marketing, making marketing pay more attention to the purchasing experience of consumers, especially, is to create a brand experience that the brand image of the way the customer in mind. In this study, we used computer show in 2010, ASUS exhibition as an example, try to understand whether the exhibition to move consumers through experience marketing and brand image in the mind, finally exhibition to stimulate consumers to buy goods. In this study, using a variety of analysis, we can get the following conclusion: 1. ASUS notebook can be divided into two major segments; The first is to purchase the more low-cost models based on the young population, the second was the purchase of high-level notebook. The consumption of Netbook also can be divided into groups. One is to buy more low-cost group of young students and the other purchase of a second computer for the convenience. 2. Respondents considered that the best brand image which they feel for the show: Use the ASUS computer to make me feel creatively, make yourself a credible image and audio-visual experience to meet the needs of the pursuit of customers. 3. Experience marketing helps brand image building and can be predicted it. When the respondents have more good experience in experiential marketing, the more we can build a brand image. And experience marketing, brand image and purchase intention is positively related between.
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李紀憲. "Applying Brand Experience and Relationship Marketing in Wearable Sporting Device of Sporting Industry." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/5d6f5g.
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CHANG, LI-CHUNG, and 張力中. "The Relation Ship Between Experience Marketing, Brand Image and Satisfaction, Loyalty－City Café." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/14982895408335995406.
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碩士中華大學
機械工程學系碩士班
102
This study aims at exploring the relationship between P Experiential marketing, brand image, satisfaction, loyalty. The main purpose of this study was to: (1) Investigate current situation of Experiential marketing, brand image, satisfaction, loyalty. (2) Explore the different influence effect of different variables on the Experiential marketing, brand image, satisfaction, loyalty . (3) Analyze the relationships between Experiential marketing, brand image, satisfaction, loyalty. After collecting and summarizing related literatures, To achieve the above-stated goals, surveys were conducted using purposive sampling. A total of 200 questionnaires were issued and 157 were valid. Descriptive statistics , T test , Anova, Pearson-moment correlation correlation analysis were used to analyze the data. The study results are as the following: (A) Experiential marketing, brand image, satisfaction, loyalty has a positive impact.(B) different backgrounds having differences in Experiential marketing, brand image, satisfaction, loyalty. .Finally, according to the researchers findings were suggestions for businesses, and subsequent studies, in order to be helpful for the future development. Keywork: Experiential marketing, brand image, satisfaction, loyalty