The Effect of Experiential Marketing on Brand Equity: The Moderating Role of Product Involvement

體驗行銷對品牌權益之影響：產品涉入的干擾效果

吳長生(Paul C. S. Wu) ； 連佳儀(Wenny J. Y. Lian)

《創新與管理》 8卷1期 (2011/02) Pp. 1-23

https://doi.org/10.30118/JIM.201102.0001

摘要

體驗行銷是讓顧客從生活與情境當中體驗產品或服務，提供消費者一個能夠觸動其情感、刺激其心思的解決方案，讓消費者從生活與情境的體驗當中，感受到全面性的品牌認同，進而影響消費者的購買決策。其次，消費者雖會因體驗產生情緒，直接影響品牌權益，但這之間影響消費者資訊處理途徑的主要因素之一乃是產品涉入。據此，本研究旨在探討體驗行銷對品牌權益之影響，以及涉入對體驗行銷各構面與品牌權益間關係之干擾影響。本研究的研究樣本是取自大台北地區Nokia（手機）和Sony（數位相機）旗艦店的消費者，以問卷調查法蒐集資料，受訪樣本共計600份，共蒐集到有效樣本568份。經由分析發現：(1)體驗行銷對品牌權益有正向影響；(2)涉入對體驗行銷與品牌權益間之關係具有干擾效果。

關鍵字

體驗行銷 ； 品牌權益 ； 產品涉入 ； 策略體驗模組

並列摘要

According to the literature review, experiential marketing provides the consumers with touched solution under fantastic points of purchase settings, enhances their brand cognition, and then affects their purchase decision. However, this ”experiential marketing-brand equity” relationship might be affected by the degree of product involvement. With these findings, this study intends to investigate the influences of experiential marketing on brand equity and the moderating effects of product involvement on this relationship. The subjects who shopped in Nokia and Sony flagship stores were asked to participate in the study. We collected 600 samples, and 568 of them were effective. The major findings are as followings: (1) Experiential marketing has positive influences on brand equity. (2) Product involvement has moderating effects on the relationship between experiential marketing and brand equity.

並列關鍵字

Experiential Marketing ； Brand Equity ； Product Involvement ； Strategic Experiential Modules