藝文品牌印花樂之手作體驗活動對該品牌之影響

The Influence of InBloom's Craft Classes on its Brand

何家興 ； 黃雅琳

《圖文傳播藝術學報》 2022 (2022/04) Pp. 46-55

摘要

本研究旨在探討印花樂手作體驗活動如何影響消費者的品牌忠誠度及知名度。本研究之研究對象為平常關注藝文品牌及手作體驗活動者，共回收219份問卷，有效問卷共為219份。經由統計分析得到以下結果：第一、情感行銷對品牌忠誠度具有正向影響。第二、思考行銷對品牌忠誠度具有正向影響。第三、行動行銷對品牌忠誠度並無顯著正向影響。第四、關聯行銷對品牌忠誠度具有顯著正向影響。第五、情感行銷對品牌知名度無顯著正向影響。第六、思考行銷對品牌知名度具有正向影響。第七、行動行銷對品牌知名度無顯著正向影響。第八、關聯行銷對品牌知名度具有正向影響。依據上述研究結果，最後再提出相關研究建議供未來學者參考。

關鍵字

印花樂 ； 體驗式行銷 ； 品牌忠誠度 ； 品牌知名度 ； 手作體驗活動

並列摘要

The research investigates the influence of InBloom's craft class on its brand and investigates how experiential marketing influences brand loyalty and brand reputation. The study is based on 219 people who have been interested in craft class and paid close attention to creative Industries. The overall effective samples were 219, and the response rate was 100%. Our study has the finding as below: First, Feel marketing has a positive influence on brand loyalty. Second, Think marketing has a positive influence on brand loyalty. Third, Act marketing doesn't have any influence on brand loyalty. Fourth, Relate marketing has a significant and positive influence on brand loyalty. Fifth, Feel marketing doesn't have any influence on brand reputation. Sixth, Think marketing has a positive influence on brand reputation. Seventh, Act marketing doesn't have any influence on brand reputation. Eighth, Relate marketing has a positive influence on brand reputation.

並列關鍵字

InBloom ； Experiential marketing ； Brand loyalty ； Brand reputation ； Craft class