Please use this identifier to cite or link to this item: https://ah.lib.nccu.edu.tw/handle/140.119/100592
題名: 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
作者: 徐詩惠
Hsu, Shih Hui
貢獻者: 張卿卿
Chang, Ching Ching
徐詩惠
Hsu, Shih Hui
關鍵詞: 品牌特展
品牌體驗
品牌關係
Brand Exhibitions
Brand Experience
Brand Relationship
日期: 2016
上傳時間: 22-八月-2016
摘要: 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。\n\n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。\n\n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:\n\n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\n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\n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
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描述: 碩士
國立政治大學
傳播學院傳播碩士學位學程
103464036
資料來源: http://thesis.lib.nccu.edu.tw/record/#G0103464036
資料類型: thesis
Appears in Collections:學位論文

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