在現今以顧客為導向的行銷市場中,品牌體驗創造有別於以往以推式行銷手法,利用透過親身體驗而非口耳相傳的方式,來拉近與顧客之間的距離,並成為現代企業行銷發展趨勢,並在企業品牌價值傳遞上亦扮演著重要角色。本研究以問卷調查方式進行,研究對象以台灣百年企業-郭元益與非百年企業-伊莎貝爾的消費者為主,分別回收338份及336份有效樣本數,並以LISREL進行實證分析,研究結果顯示:(1)品牌體驗與品牌熟悉度對郭元益及伊莎貝爾皆呈顯著相關。(2)品牌體驗與品牌信任對郭元益及伊莎貝爾皆呈顯著相關。(3)品牌熟悉度與顧客滿意度對郭元益而言呈顯著相關,對伊莎貝爾而言假設無法獲得支持。(4)品牌信任與顧客滿意度對郭元益及伊莎貝爾皆呈顯著相關。(5)顧客滿意度與顧客忠誠度對郭元益及伊莎貝爾皆呈顯著相關。最後,本研究之結論與管理意涵做深入探討,並呈現具體之研究貢獻,亦針對管理實務及未來研究方向提出建議,以供企業界及學術界卓參。
In today’s customer-oriented marketing market, Brand Experience is different from the push marketing strategies, it use of moving our customers personal products and services to narrow the distance between customers. In the research methods we used distribute questionnaires to the companies which fit in our research topic, there is Long-Standing Stores, “Kuo-Yuan-Ye Corporation” and it isn’t long-stnading stores, “ISABELLE” in Taiwan. This paper used 338 and 336 received questionnaires to analyze it with LISREL. The conclusions are as follows: (1) Brand Experience has positive relationship through Brand Familiarity for Kuo-Yuan-Ye Corporation and ISABELLE. (2) Brand Experience has positive relationship through Brand Trust for Kuo-Yuan-Ye Corporation and ISABELLE. (3) Brand Familiarity has positive relationship through Customer Satisfaction for Kuo-Yuan-Ye Corporation. But for ISABELLE the results isn’t support the hypotheses. (4) Brand Trust has positive relationship through Customer Satisfaction for Kuo-Yuan-Ye Corporation and ISABELLE. (5) Customer Satisfaction has positive relationship through Customer Loyalty for Kuo-Yuan-Ye Corporation and ISABELLE. Finally, we also discuss the implications of all results for further researching and practicing.