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研究生:LeThiTuyetMai
研究生(外文):LeThiTuyetMai
論文名稱:品牌經驗,品牌個性與顧客價值之研究
論文名稱(外文):Relation between Brand Experience, Brand Personality, and Customer Experiential Value
指導教授:Ching-Jui KengChing-Jui Keng引用關係
口試委員:Yao Shen, TsaiChi-Shian Chiang
口試日期:2012-06-11
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:管理國際學生碩士專班 (IMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:75
中文關鍵詞:Brand experiencebrand personalitycustomer experiential value
外文關鍵詞:Brand experiencebrand personalitycustomer experiential value
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The purpose of this study is to evaluate the relation between brand experience, brand personality and customer experiential value. This issue is important that is helpful for managers to assess the level of appeal that influences target consumer’s perception about brand personality, brand experience. By using empirical survey, is conducted on 200 samples of real consumers in Vietnam and Taiwan, is used to test the hypotheses. Data are analyzed using SPSS 18.0 regression to understand the effect of the entire model. The empirical results revealed that: Brand experience positively influenced customer value; brand personality positively affected customer experiential value; and brand experience positively affected brand personality. This study based on originalities such as: following Aaker’s finding in 1997, classified brand personality into five dimensions – sincerity, excitement, competence, sophistication, and ruggedness; brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand related stimuli (Brakas, et al 2009; and Holbrook (2005) classified customer experiential value into four dimensions – consumer return on investment, service excellence, playfulness and aesthetic appeals.

The purpose of this study is to evaluate the relation between brand experience, brand personality and customer experiential value. This issue is important that is helpful for managers to assess the level of appeal that influences target consumer’s perception about brand personality, brand experience. By using empirical survey, is conducted on 200 samples of real consumers in Vietnam and Taiwan, is used to test the hypotheses. Data are analyzed using SPSS 18.0 regression to understand the effect of the entire model. The empirical results revealed that: Brand experience positively influenced customer value; brand personality positively affected customer experiential value; and brand experience positively affected brand personality. This study based on originalities such as: following Aaker’s finding in 1997, classified brand personality into five dimensions – sincerity, excitement, competence, sophistication, and ruggedness; brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand related stimuli (Brakas, et al 2009; and Holbrook (2005) classified customer experiential value into four dimensions – consumer return on investment, service excellence, playfulness and aesthetic appeals.

ABSTRACT i
ACKNOWLEDGEMENT ii
List of Table v
List of Figure vi
Chapter 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Research Object 4
1.3 Research Process 5
Chapter 2 LITERATURE REVIEW 6
2.1 Brand personality 6
2.1.1. Summary 12
2.2 Brand experience 13
2.2.1. Summary 18
2.3 Customer experiential value 19
2.3.1. Extrinsic versus Intrinsic Value 20
2.3.2. Active versus Reactive Value 20
2.2.4 Summary 27
Chapter 3 RESEARCH MODEL and HYPOTHESES 28
3.1. Integrated Research Model 28
3.2. Research Hypotheses 30
3.2.1. Brand experience and customer experiential value 30
3.2.2. Brand personality and customer experiential value 31
3.2.3. Brand experience and brand personality 32
3.3. Research Design and Measure Variable 33
3.3.1. Subject 33
3.3.2. Measure Development 33
3.3.3. Independent Variable 35
3.3.4 Dependent Variable 37
3.3.5 SPSS Regression 39
Chapter 4 RESULT 40
4.1. Measurement Assessment 48
4.1.1. Internal Consistency Reliability 48
Chapter 5 CONCLUSIONS and SUGGESTION 52
5.1 Analysis of research model and hypotheses 52
5.2 Implication 53
5.2.1 Academic Implication 53
5.2.2 Managerial Implication 53
5. 3 Limitation and Further research 54
REFERENCE 56

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