Theme parks provide consumers different attribute values. Whether the brand equity determinants of theme park would be different from product brand equity, for those theme parks that provide different entertainment experience and services at the same time. The research objects are the consumers of seven theme parks in Taiwan. The purpose is to explore the essences of theme park brand equity. The results indicate that (1) “Awareness”, “Royalty”, “Service Quality”, “Entertainment‐Equipments Quality”, “Unique” five determinants have significant impact on building brand equity. (2) “Service Quality” is more important than “Entertainment‐Equipments Quality” for building brand equity (3) Each theme park has its brand equity essences. “Awareness”, “Royalty”, “Organisational Association”, “Brand Characters”, “Service Quality”, “Environment Quality”, “Entertainment‐Equipments Quality” and “Unique” have different influence levels to brand equity components.
關聯:
International Journal of Psychology 47 Suppl.1, pp.172-180
