文化大學機構典藏 CCUR:Item 987654321/22760
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    Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/22760


    Title: 體驗行銷對品牌形象影響之研究
    Authors: 許瑞娟
    Contributors: 商學院
    Keywords: 體驗行銷
    品牌形象
    品牌認同
    Date: 2010-06
    Issue Date: 2012-08-06 10:29:33 (UTC+8)
    Abstract: 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.
    Relation: 文大商管學報 (15卷1期) ：p81 -98
    Appears in Collections:[College of Business Administration] Business Review

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