Holistic Experiences, Brand Awareness, Brand Associations, Perceived Quality, Brand Affect, and Brand Loyalty
|關鍵字:||整體體驗;效應層級模式;認知-情感理論;情感-認知理論;品牌權益;品牌情感;策略資源安排;Holistic experiences;hierarchy-of-effect model;cognition-emotion theory;emotion-cognition theory;brand equity;brand affect;strategic resource allocation|
As the commercialization and customization of service, here comes the experience economy. Everyone has a quest for authenticity. Staging experiences is one way of offering authenticity. Therefore, management philosophies that have a focus on customer experiences have sprung up as can be seen in academic journals in 2009. We follow these research streams and try to relate experience strategies to relevant dimensions of brand where holistic experience strategies was input and brand loyalty was the final goal. Main research purposes were shown below. First, the relationship among holistic experiences, brand affect, and brand equity dimensions were examined. Second, the effectiveness of experience strategies was examined. Third, the efficiency of experience strategies was examined. The research brand was McDonald’s, an experience stager since September 2003. We physically surveyed 313 customers in 17 chain stores of McDonald’s. Purposive sampling was performed. Analytical method was SEM. Key research findings were as follows. First, unlike atmospherics context, it is deficient to explain the responses of customers under cognition-emotion or emotion-cognition intervening mechanisms alone in the experience context. More intervening mechanisms should be included such as hierarchy-of-effect model in our study. Second, strategies appealed to the brand affect directly had the larger effectiveness than those appealed to the cognitive dimensions of brand, and then brand affect. Third, to attain efficiency, relate experiences ranked first and should be assigned the most resource while sense experiences ranked the least. Core managerial implication was to urge experience managers holistically planning their experience strategies to attain the experiential goal effectively and efficiently. Conclusion, limitations, and future research directions were presented in the end.
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