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頁籤選單縮合
題名 | Attribute Design and Marketing Strategy of Branding Experience Museums=品牌體驗館之屬性設計與行銷策略 |
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作者姓名(中文) | 施翠倚; | 書刊名 | International Journal of Electronic Business Management |
卷期 | 13 2015.12[民104.12] |
頁次 | 頁85-96 |
分類號 | 496.5 |
關鍵詞 | 體驗行銷; 體驗價值; 購買意願; Experiential marketing; Experience value; Loyalty intention; |
語文 | 英文(English) |
英文摘要 | Firms are now trying to contact customers using various marketing communication methods. An increasing number of manufacturers have established branding experience museums which provide marketing, education, and trade functions to increase brand loyalty and business performance. This research outlines a literature review of experiential marketing and experience values, and other influential factors. The research conducts a survey to perform the comparative analysis of the consumer perceptions on experiential marketing, experience values and attribute design toward three targeted branding experience museums in Taiwan. The results proved that action experiential marketing, consumer return on investment, service excellence and location convenience of branding experience museums are helpful for consumer loyalty intention. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。