本研究目的爲研究體驗行銷對品牌形象之影響，調查對象以學生、上班族爲主，一共發出500份問卷，回收493份，有效回收445份，以層級迴歸分析檢定研究假設。實證結果得知體驗程度愈高，對品牌形象的影響愈高，研究結果對管理實務與未來研究提供建議，期望可提供企業行銷主管參考。
The purpose of this study is to investigate the relationship between experiential marketing and brand image. Four hundred and forty-five responses were analyzed to test the research hypotheses. The research results indicated that experiential marketing was positively related to brand image. Discussion and suggestions for future research were provided.
