Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on the Experiential Marketing Effect on Brand Equity - Focus on Brand Ambassador for Public Relations -

체험마케팅이 브랜드 자산에 미치는 영향에 관한 연구 - 브랜드 홍보대사를 중심으로 -

  • Shin, Sang-Moo (Dept. of Organic Materials.Fiber Engineering, Soongsil University) ;
  • Kim, Do-H. (Dept. of Organic Materials.Fiber Engineering, Soongsil University)
  • 신상무 (숭실대학교 유기신소재.파이버 공학과) ;
  • 김도훈 (숭실대학교 유기신소재.파이버 공학과)
  • Published : 2010.02.28
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Abstract

Experiential marketing focuses on the experience of customers to connect a company and a brand with the lifestyle of customers that influences buying behavior. This study investigates how the persons who experienced brand ambassadors for public relations as experiential marketing recognized brand equity, how personal satisfaction accomplished as a brand ambassador influenced brand equity, and how the effects are different based upon demographic information. The research methodology was a questionnaire distributed to individuals who experienced work as a public relations brand ambassador. A total of 104 returned questionnaires were analyzed by internal validity, t-test, and regression analysis with SPSS 12.0. The results of this study are as follows: Experiential marketing through a public relations brand ambassador positively influenced brand equity. The satisfaction at the company while working as brand ambassador positively influenced brand equity. Experiential marketing influenced more men than women regarding perceived quality and brand loyalty among brand equity. There is no significant differences regarding career (bank or apparel) among brand awareness, brand image, perceived quality, and brand loyalty.

Keywords

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