Dissertation/ Thesis
Exploring the marketing effectiveness of emerging company on university campus competition- a case study of Uplan campus campaign
| العنوان: | Exploring the marketing effectiveness of emerging company on university campus competition- a case study of Uplan campus campaign |
|---|---|
| Alternate Title: | 新興旅行社行銷策略之探討-從旅天下的校園競賽為案例 |
| المؤلفون: | HUANG, YIN-HAO, 黃銀晧 |
| Thesis Advisors: | HSIAO, CHUN-HUA, 蕭君華 |
| سنة النشر: | 2018 |
| المجموعة: | National Digital Library of Theses and Dissertations in Taiwan |
| الوصف: | 106 Tourism industry has faced a new wave of recession mainly because of the sharp drop of mainland tourists. Despite the shutdown of some travel agonies recently, the number of travel agencies in Taiwan appears an increasing trend according to the statistics of Tourism Bureau of the Ministry of Transportation and Communication. Both the environmental and industrial factors have led the tourism industry into a more competitive situation. However, an emerging travel agency focus on a niche market of free and independent travel and exerts campaign event around university campus. The author develops a research model to examine the effects of this marketing event (i.e., campus campaign) on brand equity and subsequent product purchase intention by integrating some renown marketing theories, including event marketing, brand equity, social cognition theory, and relationship marketing. A structural equation modeling (SEM) analysis will be employed to analyze questionnaire data collected from consumers. Results show that outcome expectations, not self-efficacy, positively impacts consumers’ intention to participate campaign; consumers’ perception of firms’ relationship investment and their trust toward the firm positively influence brand equity; and finally, participating intention campus campaign and brand equity influence product purchase intention. The research result is managerially important because it helps firms to understand what marketing efforts should adopt to build up a strong brand equity which can contribute to their market revenues. |
| Original Identifier: | 106KNU00318010 |
| نوع الوثيقة: | 學位論文 ; thesis |
| وصف الملف: | 56 |
| الاتاحة: | http://ndltd.ncl.edu.tw/handle/tk5zyt |
| رقم الانضمام: | edsndl.TW.106KNU00318010 |
| قاعدة البيانات: | Networked Digital Library of Theses & Dissertations |
| الوصف غير متاح. |