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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87556

    Title: Olfactory tells everything : exclusive odor of corporate brand
    Other Titles: 企業品牌氣味 : 獨特的嗅覺行銷路徑
    Authors: 陳暐岳;Chen, Wei-Yeh
    Contributors: 淡江大學企業管理學系碩士班
    張瑋倫;Chang, Wei-Lun
    Keywords: 品牌氣味;品牌印象;購買意願;系統動力學;Brand odor;Brand Image;Purchase Intention;System Dynamics
    Date: 2012
    Issue Date: 2013-04-13 11:26:08 (UTC+8)
    Abstract: 今天,我們生活在一個品牌的時代,姓名、數字和符號都可以被賦予意義;我們也生活在一個體驗經濟的時代,透過與生俱來的感官接觸並瞭解品牌。Schmitt(1999)指出,現在的消費者不再只是單純購買產品,而是追求情感連結和個人識別,進而激發出強烈的認同觀感。

    Today, we live in an era of brands and a corporation provides a name and its customers identify meaning. It is also the era of the experiential economy, and the shortcut to branding is to bring the product closer to customers. Schmitt (1999) revealed that customers nowadays pursue emotional consumption and personal flavor rather than simply purchasing products, Customers are more likely to purchase products of brands whose “personalities” stimulate strong feelings.
    A brand odor is not only a marketing tool, it is also a symbol. This research establishes an exclusive linkage between brand and customer; as the brand occupies a unique identifiable position in the customer’s mind. In addition, we aim to discuss odors are assumed to engage with their brands. Next, we attempt to examine if a customer is willing to purchase the products that are associated with brand of special smell. Finally, we want to discover an exclusive odor that helps customers distinguish a brand from others and keep loyalty.
    This research utilizes information processing model and elaboration likelihood model (ELM) as the basis theories to build our model for system dynamics. System dynamics can provide insights into the dynamic changes in interactive behavior that are associated with normal human activities and help develop an awareness of complex events in the real world.
    In the stimulation, we select three variables to be major observed factors, which are Brand odor, Brand image, and Purchase intention. We also manipulate strong and weak brand image to affect other two factors, and realize how odor could be an intermediary factor between odors and brand effectively. Experiments reveal that the trend demonstrates even if the use of a brand odor novel, intentions to purchase are cultivated over time, Significantly, brand image plays a critical role in customer mind to judge a brand. Moreover, this study discovered that experiential marketing is effective to capture the interest of customers but not easy to help maintain profits.
    Finally, this research provides certain contributions. This research is connected by elucidating the relationship between brand and odor. We also prove the exclusiveness of brand odor by using a long-term simulation method of system dynamics.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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