Browse > Article
http://dx.doi.org/10.5850/JKSCT.2010.34.2.242

A Study on the Experiential Marketing Effect on Brand Equity - Focus on Brand Ambassador for Public Relations -  

Shin, Sang-Moo (Dept. of Organic Materials.Fiber Engineering, Soongsil University)
Kim, Do-H. (Dept. of Organic Materials.Fiber Engineering, Soongsil University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.34, no.2, 2010 , pp. 242-251 More about this Journal
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
Experiential marketing; Brand equity; Brand awareness; Perceived quality; Brand loyalty;
Citations & Related Records
연도 인용수 순위
  • Reference
1 김영찬, 차재성. (2003). 고객 만족도 측정방법론과 전략적 활용, 마케팅연구, 18(1), 113-132.
2 신한은행 제12기 대학생 홍보대사 모집. (2009, 12. 13). 연합뉴스. 자료검색일 2009, 9. 1, 자료출처 http://app.yonhapnews.co.kr
3 여운승, 오명열. (2004). 브랜드 자산과 그 구성요소들 간의 관계에 대한 연구. 마케팅연구, 19(4), 155-184.
4 허무원. (2000). 경험마케팅. LG 주간경제, p. 38.
5 Chaudhuri, A. (1999). Does brand loyalty mediate brand equity outcomes- Journal of Marketing Theory & Practice, 7(2), 136-147.
6 Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference and purchase intent. Journal of Advertising, 24(3), 25-40.   DOI   ScienceOn
7 Jones, J. P. (1990). Advertising: Strong force or weak force- Two views an ocean apart. International Journal of Advertising, 9(3), 233-246.
8 Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57(Jan), 1-22.
9 Zeithaml, V. A. (1988). Consumer perception of price quality and value: A mean-end model and synthesis of evidence. Journal of Marketing, 52(6), 2-22.   DOI   ScienceOn
10 국동, '나프나프' 모델 선발대회. (2004, 11. 16). 패션마케팅 뉴스, p. 5.
11 Keller, K. L. (2001). Building customer-based brand equity. Marketing Management, 10(7/8), 14-21.
12 Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1(9), 24-33.
13 원구현. (2003). 브랜드 자산 형성과정의 재정립. 한국마케팅저널, 5(3), 80-102.
14 김희. (2002). 소비자 체험의 유형을 이용한 기업의 브랜드 전략에 관한 연구. 이화여자대학교 디자인대학원 석사학위 논문.
15 Aaker, D. A. (1996). Measuring brand equity across products and market. California Management Review, 28(spring), 102-120.
16 권소영. (2006). 의류점포의 고객 체험에 관한 질적 연구. 부경대학교 대학원 석사학위 논문.
17 김이석. (2003). 체험마케팅을 통한 디자인 요소 개발에 관한 연구-스타벅스 커피 코리아 사례를 중심으로. 연세대학교 대학원 석사학위 논문.
18 '영보이스 마케팅' 뜬다. (2007, 3. 15). 한국일보. 자료검색일 2009, 9. 1, 자료출처 http://news.hankooki.com
19 Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.
20 Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management. New York: John Wiley and sons.
21 Lassar, W., Mittal, B., & Sharma, A. (1996). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19.
22 Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6-21.   DOI   ScienceOn
23 뉴발란스, NB 리포터 3기 모집. (2007, 2. 26). 연합뉴스. 자료검색일 2009, 9. 1, 자료출처 http://app.yonhapnews.co.kr
24 Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66.   DOI   ScienceOn
25 Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: McGraw Hill.
26 슈미트, 번트. (1999). 체험마케팅. 박성연, 윤성준, 홍성태 옮김 (2002). 서울: 세종서적.
27 Keller, K. L. (2002). Strategic brand management: Building, measuring and managing brand equity. NJ: Prentice Hall.
28 Kirmani, A., & Zeithaml, V. (1993). Advertising perceived quality & brand image. NJ: Lawrence Erlbaum Associates, Inc.
29 Yoo, B., & Donthu, N. (2001). Developing and valid a thing a multidimensional consumer-based brand equity scale. Journal of Business Research, 52, 1-14.   DOI   ScienceOn