Dissertation/ Thesis
The Study of Brand Equity, Story Marketing and Purchase Intention - The Case of MaMa Peach
| العنوان: | The Study of Brand Equity, Story Marketing and Purchase Intention - The Case of MaMa Peach |
|---|---|
| Alternate Title: | 品牌權益、故事行銷與購買意願之研究 -以「媽媽桃」為例 |
| المؤلفون: | Wang, Chih-Hui, 王智慧 |
| Thesis Advisors: | Chuang, Che-Jen, 莊哲仁 |
| سنة النشر: | 2017 |
| المجموعة: | National Digital Library of Theses and Dissertations in Taiwan |
| الوصف: | 105 Taiwan was founded on agriculture and renowned as “Fruit Kingdom” with remarkable agricultural technologies to produce various fruits in whole year. Unfortunately, still stay in the traditional way to do marketing on agricultural products and stay focus only on the quality improvement and product packing. It was lacked for deeper cultural implication that is storytelling ability. Moreover, the brand is a very important part of the agricultural product marketing. It can not only establish the product features and market position to strengthen the loyal relationship from the customers but to increase the marketing performance. This study will start from the "MaMa Peach" story in Lala Mountain and consumer’s brand equity to understand the consumer’s purchasing intention. This study will pick up samples randomly to do the surveys through by the consumers living in the northern region. This questionnaire contains storytelling marketing, brand awareness, brand loyalty, brand association, perceived quality, purchasing intention and personal background information to do the statistic analysis. The results of the study found that, compared to middle age, married and women to convey the meaning of the brand story, to feel more profound, more emotional experience and evaluation. Second, a good brand story and brand equity can improve the willingness of consumers to buy, and further discover the brand equity is the impact of the story of marketing in the intermediary variables; Finally, according to the research results, put forward the research conclusions and future research suggestions and restrictions. |
| Original Identifier: | 105VNU01457020 |
| نوع الوثيقة: | 學位論文 ; thesis |
| وصف الملف: | 97 |
| الاتاحة: | http://ndltd.ncl.edu.tw/handle/56155184713578317427 |
| رقم الانضمام: | edsndl.TW.105VNU01457020 |
| قاعدة البيانات: | Networked Digital Library of Theses & Dissertations |
| الوصف غير متاح. |