Dissertations / Theses on the topic 'Experiential Event Marketing'

Perante um mercado cada vez mais competitivo e global, onde os canais de comunicação estão massificados e os consumidores partilham entre si informações sobre as marcas de forma rápida e sem qualquer tipo de controlo, os marketeers sentiram a necessidade de reinventar as suas estratégias de comunicação, centrando as suas atenções na vertente emocional do consumidor. É com o intuito de comunicar de forma diferente e ativa com os consumidores que surge o conceito de experiential marketing, do qual faz parte a estratégia de event-marketing. Através da análise de três estudos de caso, constituídos por marcas líderes de mercado e com forte presença em eventos experienciais, esta dissertação pretende realizar um estudo exploratório, cujo objetivo é o de compreender o modo como os eventos são encarados pelas marcas, analisando os principais fatores motivacionais existentes para a aposta nesta estratégia como ferramenta de comunicação. Este estudo confirmou a importância dos eventos experienciais como parte da estratégia comunicacional global das marcas estudadas. Verificou-se que, nos casos analisados, os eventos são parte de uma estratégia global de marketing experiencial adotada, na última década, pelas marcas, e representam uma parte significativa do seu budget de marketing. Estes eventos têm um carácter anual e, na maioria dos casos, já contam com inúmeras edições, o que evidenciando um investimento a longo-prazo por parte das marcas. A sua principal motivação para a aposta nesta estratégia foi o reforço do seu posicionamento. Neste caso específico, o objetivo foi, sobretudo, a aproximação do segmento jovem, criando relações emocionais com os consumidores através de memórias perduráveis. Revelou-se, também, nesta investigação, a existência de um sistema de avaliação dos eventos estudados, o que indicia a sistematização da estratégia e o seu reconhecimento como ferramenta de comunicação de marcas. A avaliação dos 4 efeitos dos eventos é realizada, nos casos analisados, por entidades externas, e evidencia-se a importância em aferir o retorno mediático e a satisfação dos consumidores. Para tal, as empresas utilizam sobretudo os questionários e ferramentas de clipping.
Facing an increasingly competitive and global market where communication channels are commoditized and consumers share information with each other about brands, marketers felt the need to reinvent their communication strategies, focusing its attention on the emotional aspect of the consumer. The concept of experiential marketing, which is part of an event-marketing strategy, arises in a response to communicate differently and active consumer that arises Through the analysis of three case studies of leading brands with a strong presence in experiential events, this dissertation intends to conduct an exploratory study, whose aim is to understand how the events are perceived by the brands, analyzing the main motivational factors for investing on this strategy as a communication tool. This study acknowledges the importance of experiential events as part of the overall communication strategy of the brands studied. According to the analyzed cases, events are part of a global experiential marketing strategy adopted in the last decade and represent a significant part of the company’s marketing budget. These are annual events and in most cases they have been running for several consecutive years, showing that a long-term investment was made by the brand. The main motivation for the brands to invest on this strategy is the reinforcement of its positioning in the market. In this particular case, the main goal was the approach of the youth segment. Through the creation of lasting memories in the head of the consumers, brands intend to build an emotional connection between the brand and the consumer. This investigation reveals the existence of an evaluation system used by the brands which gives it the recognition of being a communication tool. The evaluation of the events’ effects is in the analyzed cases made by external entities focused on measuring the media return and the consumer satisfaction. For this purpose, questionnaires and clipping tools are the most used techniques.

As the title insinuate, this essay illustrate Event Marketing as a marketing instrument, and how it can be used as a tool to facilitate brandbuilding and improve relationships. We have come to the understanding that Event Marketing is in the course of constant development. It seems like Event Marketing as a marketing tool is starting to get its well-merited position in the marketing mix throughout the world, since companies and other organisations have realized that Event Marketing is a powerful tool for differentiation. We have also seen that Event Marketing in the business world lately has come to be more important for building and maintaining relationships, as well as carrying marketing messages.

In this essay we discuss Event Marketing in three sections; brand, relationships, and customer experience. Among these topics, inter alia Integrated Marketing Communications, Sensory Marketing, and Service-dominant Logic are presented. The three sections are ultimatley supposed to establish a part of the entirety of Event Marketing.

This essay is a commission from the building company Skanska in Sweden, with the purpose of throwing a new light on their customer-oriented event Skanskadagen in the south-east district of the Swedish market. We have performed eleven qualitative interviews; nine with management and personnel within Skanska, and two with event managers from two different bureaus in Sweden. As a complement to these interviews, we have studied literature, documents, and articles – with and without a scientific basis. The conclusions and recommendations are presented in chapter 8.

 

Consumer marketing scholars keenly emphasize a proposed paradigm shift toward interactive relationships and lived brand experiences. Yet, little has been done to investigate the link between the two. Until now. This study is an attempt to measure the effects of lived brand experiences on consumers’ perceived relationship with a brand, through testing an academically established brand relationship quality model onto the concept of experiential event marketing. Susan Fournier’s (2000) brand relationship quality scale was chosen as the construct to be tested in the experiential event marketing context. It was through a theoretical argumentation hypothesized that the experiential event intervention would produce positive direct effects within the scale, but that these would decline with time. This was consequently tested through a repeated measurement study, set at an experiential food truck event hosted by the Swedish FMCG brand Santa Maria. Respondents were to rank their perceived brand relationship quality with the brand on three different occasions; directly before, directly after, and two weeks after being exposed to the experiential event. This way, not only the immediate effect, but also the effect over time, could be measured. It could be concluded that all but one constructs produced positive direct effects, but only half of them were significant. In all cases but one this effect declined significantly when being measured two weeks afterwards, and went in several cases back at approximately the same level as in the initial measurement. These findings have important implications for both academics and practitioners. Most notably, we argue that the link between lived brand experiences in form of typical FMCG experiential events and strengthened longer-term brand relationship quality can be invalidated.

L’étude prend sa source dans une préoccupation qui anime la plupart des dirigeants de fédérations et de clubs sportifs au Sénégal : leur difficulté à mobiliser un public nombreux lors des évènements sportifs qu’ils organisent. Cette situation renvoie à un questionnement sur leur capacité actuelle à répondre aux besoins et attentes des spectateurs, les fidéliser et en conquérir de nouveaux. Dans ce contexte, notre question de recherche principale est de savoir quels sont les facteurs qui influencent la décision des spectateurs d’assister à des évènements sportifs au Sénégal ; en d’autres termes, comprendre les motivations des spectateurs à fréquenter (ou à ne pas fréquenter) les lieux de ces évènements. Pour cela, nous avons analysé les cas de trois types de spectacles sportifs : (1) celui d’un sport moderne d’importation (le championnat de football professionnel) ; (2) celui d’un sport traditionnel (la lutte avec frappe) et (3) celui d’une pratique se situant entre tradition communautaire et modernité - sport moderne « tropicalisé » - (le championnat populaire navétane), afin de mettre en lumière des spécificités explicatives.Les résultats révèlent six facteurs majeurs pouvant influencer la fréquentation d’un évènement sportif au Sénégal : la proximité des lieux de compétition, l’affirmation d’une appartenance identitaire, la passion du sport, la recherche d’interactions sociales, la quête du plaisir et du divertissement, la stimulation émotionnelle. Parallèlement, ils nous ont amené à mettre en évidence quelques critères pouvant conduire à mieux segmenter l’offre de spectacle sportif : la motivation de fréquentation, la régularité, le degré de participation aux actions de supportérisme, le rapport à la violence ; soit autant de critère permettant de construire une offre adaptée aux différentes catégories de publics.D’un point de vue managérial, ce travail de recherche livre des informations utiles aux organisateurs. En effet, elles peuvent leur permettre d’avoir une meilleure visibilité de la demande : d’une part, une identification plus fine des publics sous la forme d’une typologie, d’autre part, une caractérisation actualisée de leurs besoins et attentes et de leurs comportements de consommation ; cette meilleure connaissance du marché devant logiquement les conduire à des stratégies marketing plus efficaces en matière de segmentation de leur offre et de ciblage des différentes catégories de publics
The study has its source in a concern that drives most leaders of federations and sports clubs in Senegal: their difficulty to mobilize a big audience during the sports events which they organize. This situation raises questions about their current capacity to meet the needs and expectations of spectators, to make them loyal and to try conquer new ones. In this context, the main aim of our research question is to know what are the factors which influence the decision of the spectators to attend sports events in Senegal; in other words, understand the motivations of the spectators to go (or not to go) to these events places. For that purpose, we analyzed the cases of three types of sports shows : (1) that of a modern import sport (the professional football championship); (2) that of a traditional sport (wrestling) and (3) that of a practice between communitarian tradition and modernity - "tropicalized" modern sport - (the popular Navetane championship), in order to highlight explanatory specificities.The results reveal six major factors which can influence the attendance of a sport event in Senegal: the proximity of the competition venues, the affirmation of identity, the passion for sport, the search for social interaction, the pursuit of pleasure and entertainment, emotional stimulation. At the same time, they allow us to highlight some criteria which can lead to better segment the offer of sports show: Their motivation to attend, their regularity, their degree of participation in the actions of “supporterism”, the link with violence , these are enough criteria that can help build an offer adapted to different categories of public.From a managerial point of view, this research work delivers information useful for the organizers. Indeed, they can allow them to have a better visibility of the demand (request): on the one hand a finer identification of public in the form of a typology, on the other hand, a characterization updated by their needs and expectations of their consumer behavior; this good knowledge of the market must lead them logically to more effective marketing strategies regarding segmentation of their offer and targeting of the various categories of public

Mestrado Marketing
A ativação de marca é um conceito cada vez mais presente e importante no mercado atual. Atualmente, os consumidores valorizam o contacto com a marca e o poder de experimentação. A experiência é um momento diferenciador em relação aos outros meios de comunicar e divulgar uma marca, pois permite um contacto próximo com o público-alvo, mexendo com os sentidos das pessoas que a marca quer atingir. Este estudo tem como objetivo a investigação deste conceito de "ativação de marca", os fatores que levam e influenciam uma marca a apostar nesta ferramenta, todo o processo envolvido na realização, os benefícios retirados, o impacto no target de cada marca e a relação do conceito com o marketing de eventos e o marketing experiencial. Para determinar e avaliar o impacto da ativação de marca foram realizadas entrevistas em profundidade para investigar as perceções e as experiências de profissionais da área do Marketing que trabalham essencialmente esta ferramenta de gestão da marca, relativamente às características, aos seus objetivos, às exigências que este meio necessita para ser aplicado e à forma como é avaliado o sucesso e o impacto junto do target da marca. Os resultados sugerem que a ativação de marca é um conceito cada vez mais emergente na gestão da marca, pois serve não só para comunicar, como também para diferenciar, posicionar e atribuir valor, em que o seu papel principal é aproximar os públicos das marcas.
Over the years, the brand activation concept has become more popular as its presence and importance in the market has increased. Nowadays, consumers do value the contact with the brand and the power of experimenting a certain product or service. The experience is, for sure, a differentiating moment when comparing to other ways of communicate and promote the brand, as it allows a closer contact with the target users, playing with the different senses of the people that the brand intends to reach out for. The purpose of this study is to go deeper into the concept of brand activation, understanding not only which factors lead companies to bet on this kind of tools but also the process behind its utilization. . In order to be able to evaluate and determine the real impact of the brand activation, a series of interviews were conducted. Its purpose was to investigate the perceptions and experiences of Marketers that work mostly with this brand management tool, regarding its characteristics, goals and challenges that they face when implementing it, as well as the way the impact and success is measured when implemented with success. The results suggest that the brand activation concept is an emerging in the brand management world as it allows not only to communicate but also to differentiate, position and add value as its biggest concern is to bring closer the target audience to the brands.
info:eu-repo/semantics/publishedVersion

The thesis, entitled "Analysis of supply adventure tourism in the South Bohemian Region" is to describe and analyze the options and instruments of tourism in selected destination. Work processes typology adventure tourism and also defines key terms related to this topic. It then focuses on identifying different types of adventure tourism, cooperation in the design of an appropriate design and implementation of a new product in the field of adventure tourism.

碩士
國立雲林科技大學
工業工程與管理系
104
This study explored Yunlin road race and the relevance of experiential marketing aimed at understanding Yunlin road race and experiential marketing, experience the value of the correlation coefficient and the willingness to revisit. Yunlin to have been involved in road race player for the study, of 322 valid questionnaires, via descriptive statistics, independent samples t-test, correlation analysis, statistical methods, the number of single factor analysis of variance, the sample data were analyzed. The results found that one-way analysis of variance showed that there are different educational and vocational significant differences in experiential marketing. There are significant differences in different occupations average monthly income and place of residence in the value of the experience. Different Maximum stay there significant differences in the willingness to revisit. The experiential marketing has a positive significant effect on the value of experience, experiential marketing has a positive significant effect on the willingness to revisit and experience the value has a positive significant effect on the willingness to revisit. Based on analysis results show Roadrunner help Yunlin place of experiential marketing, it is worth continuing to be driven by the end of this study for the promotion of Yunlin road race and further research suggestions for reference.

碩士
亞洲大學
國際企業學系碩士班
95
In recent years, various traditional cultural activities were advocated by both government and private enterprises in order to attract visitors and thus help prosper for domestic economy. The concept of experiential marketing that allows visitors to fully participate and appreciate festival activities con be coupled with strategies of market segmentation, which is of great benefit to industrial and cultural activities. In this study, we used factor analysis method to understand the perception factor of visitors participating the Sweet Taiwan Year Festival in Tainan. And segmented festival market by cluster analysis based on delineated experiential perception factors. We also explored the potential importance of experiential perception clusters and the visitor type as factors which influence their experiential value, relation quality and relation outcome. Finally, we used On-site Poisson model to discuss the cultural factors which affect the festival activities. The results of this study indicate that: (1)Cultural attraction provides the greatest proportion of total explanatory variance and is concerned the most by visitors, revealing that culture is the core factor of a festival; (2)The cluster analysis identified three segments among which multi-purpose experiential visitor is found to be the most important segment, and experiential visitor has higher level of experiential value, relation quality and relation outcome than any other segments; (3)Experiential perception clusters and the visitor type have become the most important factors in influencing the experiential value, the relation quality and the relation outcome; (4)Multi-purpose experiential visitors attended the Sweet Taiwan Year Festival more visitors often than other clusters; (5)Visitors who attended the Sweet Taiwan Year Festival has a price elasticity of -42.30%, a substitution elasticity of 71.30% and an income elasticity of 18.25%.

碩士
朝陽科技大學
應用外語研究所
100
Meeting, Incentive, Convention and Event (MICE) is blooming and regarded as an important industry in the world. 2010 Taipei International Flora Exposition was the first international scale event held in Taiwan. The exposition was the landmark of event history in Taiwan; therefore, it is worthwhile discussing in many facets on the exposition. In this study, investigating on consumers position and discovering consumer mood, experiential value and behavior intention interrelationship in consumers experience are valuable. Consumer mood as a key element influences experiential value and behavior intention and few researches discussed in event field. The research distributed over 500 questionnaires at Taipei International Flora Expositon Yuanshan Gate. And through statistical procedure of statistical package for the social science (SPSS), version 17.0. And the data went through descriptive statistic analysis to understand respondents’ background by adopting t-test and one-way ANOVA. And go through reliability analysis. Meanwhile, the researcher adopted factor analysis to extract the factors, and adopted path analysis to realize the interrelationship between the factors and demonstrate the results of positive relationship among them.

The purpose of this thesis is to get a consumer perspective regarding event marketing in music festivals. Event marketing is a tool used by marketers that evolved out of philanthropy and commercial sponsorship. Brands are more and more using music or other entertainment moments to create a strong relationship with their clients, and the target group at these events, the millennial generation. Brands use sponsoring and therefore event marketing for several reasons as: increase brand awareness; create brand image; re-position the brand/product in the minds of consumers; increase profit over a short period; and, achieve larger market share. Nonetheless, we wonder how is this tool seen by consumers? To understand this, a preliminary research with nine interviews was conducted to obtain basic ideas about event marketing. Afterwards the main research was developed, also using interviews, to get deeper insights. With this thesis, it is possible to conclude that some brands are able to create brand awareness on attendees through brand sponsorship. Moreover, entertainment activities in festivals are well seen by consumers, they like it and are able to describe it well, even though it is more about the activity itself than the brand promoting it. Furthermore, it was possible to understand that experiential marketing in a festival might have a positive effect on consumers as it might create a link between the event and the brand. Finally, we recommend some actions, for brands to develop in future music festivals.

As tendências do Marketing têm evoluído para novas perspectivas, nas quais os conceitos de características e benefícios começam a ficar desactualizados. O conceito de Marketing Experiencial é uma das corrente que emergiram na ultima década, apresentando novas dimensões à forma como o marketing olha para o consumidor. De forma a compreendermos todas as motivações que levam um consumidor a comprar, devemos ir além do simples processo de criar modelos de decisão de compra, já que o seu alcance não é completamente descritivo da complexidade humana. Para atingir uma percepção completa, devemos levar o marketing para um outro nível, compreendendo as dimensões do “Sense, Feel, Think, Act e Relate” no comportamento do consumidor. O marketing de eventos identifica-se profundamente com os conceitos presentes na aura do marketing experiencial. A Race of Champions, como evento desportivo, é uma ilustração de diversas dimensões discutidas nos novos conceitos do marketing. Num mundo onde o “ruído” (leia-se excesso de informação) absorve o consumidor todos os dias, torna-se difícil comunicar por canais limpos. Daí nasce a importância dos eventos como apresentado uma nova possibilidade de alcançar os consumidores como actores numa interacção sem ruído onde temos a atenção total destes. Deverá neste contexto uma empresa apenas considerar como target os seus consumidores potenciais ou deverá ir para além disso e tentar chegar aqueles que nunca serão seus consumidores. Na procura de criar relações e gerar experiencia de “sense, feel, think, act e relate”, não mais devemos considerar tal limitação, permitindo um conceito mais lato no que respeita aos indivíduos sobre os quais o nosso marketing deve actuar. Tendo em conta que os nossos potenciais consumidores interagem com outros “actores”, estes “jamais consumidores” poderão ter um papel importante nas experiencias que influenciam a vida dos nossos consumidores. Nesta tese pretendemos demonstrar os paralelismos entre o conceito de marketing experiencial e o marketing de eventos, utilizando o exemplo da Race of Champions como um conceito de evento em constante evolução, pretendendo criar experiencias holísticas cada vez mais satisfatórias de edição para edição.

As tendências do Marketing têm evoluído para novas perspectivas, nas quais os conceitos de características e benefícios começam a ficar desactualizados. O conceito de Marketing Experiencial é uma das corrente que emergiram na ultima década, apresentando novas dimensões à forma como o marketing olha para o consumidor. De forma a compreendermos todas as motivações que levam um consumidor a comprar, devemos ir além do simples processo de criar modelos de decisão de compra, já que o seu alcance não é completamente descritivo da complexidade humana. Para atingir uma percepção completa, devemos levar o marketing para um outro nível, compreendendo as dimensões do “Sense, Feel, Think, Act e Relate” no comportamento do consumidor. O marketing de eventos identifica-se profundamente com os conceitos presentes na aura do marketing experiencial. A Race of Champions, como evento desportivo, é uma ilustração de diversas dimensões discutidas nos novos conceitos do marketing. Num mundo onde o “ruído” (leia-se excesso de informação) absorve o consumidor todos os dias, torna-se difícil comunicar por canais limpos. Daí nasce a importância dos eventos como apresentado uma nova possibilidade de alcançar os consumidores como actores numa interacção sem ruído onde temos a atenção total destes. Deverá neste contexto uma empresa apenas considerar como target os seus consumidores potenciais ou deverá ir para além disso e tentar chegar aqueles que nunca serão seus consumidores. Na procura de criar relações e gerar experiencia de “sense, feel, think, act e relate”, não mais devemos considerar tal limitação, permitindo um conceito mais lato no que respeita aos indivíduos sobre os quais o nosso marketing deve actuar. Tendo em conta que os nossos potenciais consumidores interagem com outros “actores”, estes “jamais consumidores” poderão ter um papel importante nas experiencias que influenciam a vida dos nossos consumidores. Nesta tese pretendemos demonstrar os paralelismos entre o conceito de marketing experiencial e o marketing de eventos, utilizando o exemplo da Race of Champions como um conceito de evento em constante evolução, pretendendo criar experiencias holísticas cada vez mais satisfatórias de edição para edição.

碩士
實踐大學
企業管理學系碩士班
101
In modern society, the quality of life has become more significant to people than before. This inevitably led to a phenomenon where consumers seem to have developed a higher standard for the quality of the beer they are willing to spend money on. For these consumers, beers play a unique and irreplaceable role in many different types of socializing occasions in life. For them, their choice in beer conveys more than just the taste they have in beers, but also act as a symbol that is reflective of their inner attitude of life. In the recent years, experiential marketing has evolved into an influential and popular marketing strategy embraced by many companies around the globe, regardless of the industry they are in. As a result, lots of liquor brand decided to jump on the bandwagon and designed a variety of events in the attempt to attract consumers’ attention. A decent example of this would be the Heineken, through either sponsoring or hosting top-tier and celebrated musical parties; they successfully established a positive connection between their product and the consumers’ experience in these parties. “Sensation, The Ocean of white “is one of those celebrated music party sponsored by Heineken that ended in September in Taiwan. The result of this campaign was promising. It has achieved a reasonable amount of media exposure, and has augmented consumers’ awareness about Heineken. Past researches in the liquor industry tend to focus on the brand’s sponsorships spokesman, and their marketing strategies. Topics about brand awareness, brand image, and consumer loyalty were rarely discussed in depth. Therefore the core purpose of this study is to examine the effectives of Heineken’s experiential marketing and its effect on the brand and consumers. 1. Heineken’s experiential marketing attempt through sponsoring and hosting celebrated musical events had a positive impact on the brand’s image. 2. Heineken’s brand image has a positive relationship with consumer loyalty. 3. Heineken’s experiential marketing attempt through sponsoring and hosting celebrated musical events had a positive impact on the consumer loyalty. 4. Sensation’s music party has a mediating effect between experimental marketing and consumer loyalty.

碩士
世新大學
資訊傳播學研究所(含碩專班)
104
Running in recent years not only become a mass movement among women also play a vital role, which NIKE Women's road race in 2011 began to organize the most well known sporting events in the National road race explosion, famous last spike events must have extend the registration status, the women's road race for special events or spike can maintain registration, whether because of corporate brand marketing experience, thereby affecting consumer behavior decision, the organizers need to let consumers experience the value of life and situations from which, consumption processGet experience and emotional stimuli, and then seek spiritual enjoyment. The purpose is to study women have been involved in the road race as the research object, intended to be female runners Involvement of intermediary factors discussed participation road race community, participate in the experience marketing courses or not their relationship. And scholars of marketing experience, happiness, leisure sports as a theoretical basis for research to explore marketing experience, leisure activities, happiness and corporate title causal relationship between concepts different from each other, this research network disbursed a total payment of 352 questionnaires210 Version data analysis. Based on the results obtained the following conclusions: The last road race in the women population in different backgrounds have different degrees of impact, in the women road race running longer based on the conclusions of age to participate in running the higher the degree of association, for the more experiential marketing significant differences.

碩士
亞洲大學
經營管理學系碩士在職專班
99
In particular, the cultural and creative industry was one of the six key emerging industries in recent years. All local governments tried to hold various activities with local characteristics of the festival and with the new packaging "cultural industry, industrial culture" to increase tourism consumption. This study, targeting at Harvest Festival of Fatt’an Amis from Hualian County, explored the suitability of experiential marketing factors and later applied it with Kano two-dimensional quality analysis to know the availability of the two-dimensional characteristics. Furthermore, a Harvest Festival of Fatt’an Amis experiential marketing strategy was developed. It is found that most of the participants in Harvest Festival of Fatt’an Amis had the concept of two-dimensional quality. Therefore, two-dimensional form instead of one-dimensional form should be considered in the quality factors planning. From the result of Kano two-dimensional quality model analysis in Harvest Festival of Fatt’an Amis, the attractive quality are most for the related experience, the increase of the coefficient in the highest satisfaction dimensions is the sense experience. It would be recommended that the business owner should pay special intentions to the planning of this factor.

碩士
大葉大學
企業管理學系碩士班
102
ABSTRACT This research is studied on exploring the relationships among experiential marketing, perceived value and behavior intention. The research subject is focused on visitors’ experience of cultural and creative exhibition in the Songshan Cultural and Creative Park. The research was conducted by questionnaire survey method and received 300 respondents. The research results show that (1) Let academic researcher and practice understand the cultural and creative exhibition visitors’ characteristics and experience of experiential marketing, perceived value and behavior intention. (2) The cultural and creative exhibition visitors’ perception of experiential marketing positively influenced on perceived value and behavior intention. And the visitors’ perception of perceived value positively influenced on behavior intention. Key words: experiential marketing, perceived value, behavior intention, cultural and creative exhibition

碩士
東海大學
餐旅管理學系
105
This study investigates how brand experience affects perceived value and purchase intention in the context of luxury goods consumption. The underlying analysis is based on the experience marketing perspective. This study was conducted using questionnaires and in-depth interviews. A total of 274 questionnaires were collected. The analysis employs factor loading, T-Value, reliabilities and extracting average variance and discriminant validity. PLS analysis was adopted to test the proposed hypotheses. This study examines the role of perceived value in the link between consumer experience of product launch events and purchase intention. The findings of this study suggest implications for theory and practice, as well as directions for future research on luxury goods consumption.