Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/100592


Title: 品牌特展中品牌體驗與品牌關係之關聯性探討
Study of Relationship between Brand Experience and Brand Relationship in the Brand Exhibitions
Authors: 徐詩惠
Hsu, Shih Hui
Contributors: 張卿卿
Chang, Ching Ching
徐詩惠
Hsu, Shih Hui
Keywords: 品牌特展
品牌體驗
品牌關係
Brand Exhibitions
Brand Experience
Brand Relationship
Date: 2016
Issue Date: 2016-08-22 13:45:06 (UTC+8)
Abstract: 近年來臺灣有越來越多商業品牌開始嘗試舉辦「品牌特展」,希望透過展覽的形式來和消費者進行實際地接觸、溝通,進而達到品牌行銷之目的,從2009年起,品牌特展的數量即隨著整體展覽市場的擴大、展覽場地的增加而逐年遞增,直至今日,在臺灣平均一至兩個月就會有一場新的品牌特展推出,由此可見,在眾多的品牌行銷方式當中,品牌特展目前仍受到相當多品牌青睞。

然而這股展覽風潮雖已延續多年,但針對品牌特展的相關研究目前卻仍相當缺乏,因此本研究從「品牌體驗」和「品牌關係」的角度切入,深入探討「品牌特展」之行銷效果,瞭解在品牌特展的環境下,消費者在展覽中的品牌體驗是否會顯著影響觀展前、後之品牌關係變化;此外,也同時將消費者組成型態及參觀展覽之相關因素(包含性別、年齡、參觀時間長度、同行者、參觀目的、實際參觀區域、社群媒體分享行為等)列為變項,探討其對品牌體驗或品牌關係之影響。

本研究共回收107份問卷,先以驗證性因素分析與信度分析確認量表具有良好之信、效度後,再利用描述性統計、階層迴歸分析,針對品牌體驗與品牌關係變化進行深入探討,所得結果如下:

一、消費者在展覽中的「感官體驗」可以顯著預測觀展前、後品牌關係「功能性利益」、「承諾」和「夥伴品質」三個構面的變化
二、消費者在展覽中的「情感體驗」可以顯著預測觀展前、後品牌關係「自我概念連結」構面的變化
三、消費者在展覽中的「行為體驗」可以顯著預測觀展前、後品牌關係「功能性利益」構面的變化
Reference: 一、中文書目
王玉琢(1996)。《展覽中心競爭力指標的建立暨台灣成為亞太展覽中心的策略性探討》。中興大學企業管理學系碩士論文。
王福闓(2011)。《整合行銷傳播策略與企劃》。台北:宇河文化。
何雍慶, 蘇子炘, & 張永富(2004)〈消費者體驗與訊息處理路徑對品牌延伸購買態度之影響〉,《行銷評論》,1(1),1-20。
吳真瑋(1998)。《品牌個性與品牌關係關聯性之研究》。臺灣大學商學研究所碩士論文。
吳淑瑛(1991)。《商品展示會功能與績效之研究》。中國文化大學企業管理研究所碩士論文。
吳興蘭 (2002)。《國際展覽行銷策略分析-以交易成本架構》。政治大學國際貿易學系碩士論文。
周武(2003)。《國際事件行銷規劃與實務研究—鴻禧球場舉辦約翰走路高球賽競爭優勢探討》。台北大學企業管理學系碩士論文。
林茂廷。〈會展產業推動暨發展策略〉,《2005 服務業總覽》,22-24。
林寧(1999)。《展覽知識與實務》。北京:經濟科學。
姚晤毅(2007)。《展覽行銷聖經》。台北:中國生產力。
姚晤毅(2011)。《展覽行銷與管理實務》。台北:鼎茂圖書。
胡政源(2002)。《品牌關係與品牌權益》。台北:新文京開發。
郁麗君(2004)。《個人人格特質與人際網絡對創業亦願的影響—以台灣展覽業為例》。中山大學人力資源管理研究所碩士論文。
徐秀鈺(2004)。《事件行銷規劃因素之研究》。台北大學企業管理學系碩士論文。
張永誠(1991)。《事件行銷 100》。台北:遠流。
莊紹翔(2010)。《品牌體驗如何影響手機消費者行為》。中正大學企業管理學系碩士論文。
黃性禮、黃淑芬(2006)。《國際會議籌組暨展覽管理》。台北:台科大圖書股份有限公司。
黃俊英(2001)。《行銷管理_策略性的觀點》。台北:華泰文化。
黃俊英(2001)。《行銷學的世界》。台北:天下遠見。
黃振家(2010)。《會展產業概論》。台北:經濟部。
溫月(1996)。《如何辦理展覽》。台北:中華民國對外貿易發展協會。
劉光雄(2002)。《新EVENT:全效溝通掌握行銷脈動》。台北:聯經。
謝佳宏(2003)。《商展廠商績效及其影響因素之研究》。政治大學國際貿易研究所博士論文。
鍾筠箏(2007)。《商展廠商市場導向、資源投入與商展績效關係之實證研究》。元智大學企業管理研究所碩士論文。
羅惠真(1990)。《影響商展績效因素之探討》。政治大學企業管理研究所碩士論文。
蘇嘉偉 (2003)。《國際商展的參展動機、行動與績效》。銘傳大學國際企業學系碩士班碩士論文。


二、英文書目
Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership: The next level of the brand revolution. New York: Free press.
Aaker, J., & Fournier, S. (1995). A brand as a character, a partner and a person: three perspectives on the question of brand personality. Advances in consumer research, 22, 391-391.
Aggarwal, P. & McGill, A. (2001). Brand Relationship: The Influence of Relationship Type on Consumer Decision Making Strategies. Advances in Consumer Research, 28, 42.
Alreck, P. L., & Settle, R. B. (1999). Strategies for building consumer brand preference. Journal of product & brand management, 8(2), 130-144.
Bagozzi, R. P. (1995). Reflections on relationship marketing in consumer markets. Journal of the Academy of Marketing Science, 23(4), 272-277.
Blackston, M. (1992). Observations: building brand equity by managing the brand’s relationships. Journal of advertising research, 32(3), 79-83.
Bonoma, T. V. (1983). Get more out of your trade shows. Harvard Business Review, 61(1), 75-83.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68.
Chang, P. L., & Chieng, M. H. (2006). Building consumer–brand relationship: A cross‐cultural experiential view. Psychology & Marketing, 23(11), 927-959.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
Cliffe, S. J., & Motion, J. (2005). Building contemporary brands: a sponsorship-based strategy. Journal of Business Research, 58(8), 1068-1077.
Creating an Interactive Experience (2001, August). Chain Store Age, 18-20.

Drengner, J., Gaus, H., & Jahn, S. (2008). Does flow influence the brand image in event marketing?. Journal of Advertising Research, 48(1), 138-147.
Duncan, T. R., & Moriarty, S. E. (1997). Driving brand value: Using integrated marketing to manage profitable stakeholder relationships. New York: McGraw-Hill.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-353.
Franzen, G. (1999). Brands & advertising: How advertising effectiveness influences brand equity. UK: NTC Publications.
Gardner, M. P., & Shuman, P. J. (1987). Sponsorship: An important component of the promotions mix. Journal of Advertising, 16(1), 11-17.
Getz, D. (1997). Event management & event tourism. New York: Cognizant Communication Corporation.
Gobe, M. (2001). Emotional branding: The New Paradigm for Connecting Brands to People. New York: Allworth Press.
Goldblatt, J. J. (2002). Special events: twenty-first century global event management. New York: Wiley.
Haeckel, S. H. (2003). How to Lead the Customer Experience. Marketing management, 12,18-23.
Hoch, S. J. (2002). Product Experience Is Seductive. Journal of Consumer Research, 29(3), 448-454.
Hoch, S. J., & Ha, Y. W. (1986). Consumer learning: Advertising and the ambiguity of product experience. Journal of consumer research, 221-233.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 132-140.
Hui, M. K., & Bateson, J. E. (1991). Perceived control and the effects of crowding and consumer choice on the service experience. Journal of Consumer Research, 174-184.

Jackson, R. (1997). Marketing Special Event Fit in the 21th Century. Champaign: IL Sagamore Publication.
Keller, K (1998), Strategic brand management: building, measuring and managing brand equity. New Jersey: Prentice Hall.
Kempf, D. S., & Smith, R. E. (1998). Consumer processing of product trial and the influence of prior advertising: A structural modeling approach. Journal of Marketing Research, 325-338.
Kerin, R. A., Jain, A., & Howard, D. J. (1992). Store Shopping Experience and Consumer Price-Quality-Value Perceptions. Journal of Retailing, 68(4), 376.
Kleine, S. S., & Baker, S. M. (2004). An integrative review of material possession attachment. Academy of marketing science review, 2004, 1, 1-35.
Kristensen, T. (2004). The physical context of creativity. Creativity and innovation management, 13(2), 89-96.
LaTour, M. S., & Roberts, S. D. (1992). Cultural Anchoring in the Service Sector. Journal of Services Marketing, 6(4), 29-34.
Lawson, F. (2000). Congress, convention and exhibition facilities: Planning, design and management. Oxford: Architectural Press.
Lebergott, S. (1993). Pursuing Happiness: American Consumers in the Twentieth Century. Princeton. New Jersey, NJ: Princeton University Press.
Martensen, A., Grønholdt, L., Bendtsen, L., & Jensen, M. J. (2007). Application of a model for the effectiveness of event marketing. Journal of advertising research, 47(3), 283-301.
Martin, C. L. (1998). Relationship marketing: a high-involvement product attribute approach. Journal of product & brand management, 7(1), 6-26.
Mascitelli, R. (2000). From Experience: Harnessing Tacit Knowledge to Achieve Breakthrough Innovation. Journal of Product Innovation Management, 17(3), 179-193.
Milmo, S. (1999). Marseilles Forum Hightlights New Idea and Trends. Chemical Market Reporter, 255(24), 8-9.

Mitchell, M. A., & Orwig, R. A. (2002). Consumer experience tourism and brand bonding. Journal of Product & Brand Management, 11(1), 30-41.
Peppers, D., & Rogers, M. (1995). A new marketing paradigm: share of customer, not market share. Managing Service Quality: An International Journal, 5(3), 48-51.
Pine II, J. B. & Gilmore, J. H. (1998). The Experience Economy: Work Is Theatre and Every Business a Stage. Boston: Harvard Business School Press.
Pullig, C. P. (2000). The effect of negative events and firm responses on brand associations, organizational associations, and brand evaluations. Unpublished doctoral dissertation, University of the Louisiana State.
Schau, H. J. (2000). Consumer Imagination, Identity and Self-expression. Advances in Consumer Research, 27(1), 50-56.
Schmitt, B. H. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67.
Schmitt, B. H. (2000). Experiential marketing: How to get customers to sense, feel, think, act, relate. New York: Simon and Schuster.
Schmitt, B. H. (2009). The concept of brand experience. Journal of brand management, 16(7), 417-419.
Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1994). The new marketing paradigm: Integrated marketing communications. New York: McGraw-Hill.
Schultz, D.E. & Barnes, B.E. (1999). Strategic brand communication campaigns. Lincolnwood, IL: NTC Business Books.
Shimp, T. A. (1993). Promotion management and marketing communications. Philadelphia: Harcourt Brace.
Sneath, J. Z., Finney, R. Z., & Close, A. G. (2005). An IMC approach to event marketing: The effects of sponsorship and experience on customer attitudes. Journal of Advertising Research, 45(04), 373-381.
Susan, F. (1994). A consumer-Brand relationship framework for strategic brand management. Unpublished doctoral dissertation, University of Florida. Gainesville, FL.
Underwood, R. L. (2003). The communicative power of product packaging: creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice, 11(1), 62-76.
Van Bakel, H. J., & Riksen‐Walraven, J. M. (2002). Quality of infant–parent attachment as reflected in infant interactive behaviour during instructional tasks. Journal of Child Psychology and Psychiatry, 43(3), 387-394.
Waters, H. S., Rodrigues, L. M., & Ridgeway, D. (1998). Cognitive underpinnings of narrative attachment assessment. Journal of Experimental Child Psychology, 71(3), 211-234.
Zarantonello, L., Schmitt, B. H., & Brakus, J. J. (2007). Development of the brand experience scale. Advances in Consumer Research, 34, 580.
Description: 碩士
國立政治大學
傳播學院傳播碩士學位學程
103464036
Source URI: http://thesis.lib.nccu.edu.tw/record/#G0103464036
Data Type: thesis
Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

Files in This Item:

File SizeFormat
403601.pdf1835KbAdobe PDF36View/Open


All items in 學術集成 are protected by copyright, with all rights reserved.


社群 sharing