Back Issues 11-20

RESEARCH ON THE IMPACT OF CULTURAL AND CREATIVE INDUSTRY EXPERIENTIAL MARKETING ON BRAND TRUST AND CUSTOMER LOYALTY

Chuan-Chin Chen

Graduate Institute of Cultural and Creative Design, Tung-Fang Design University, Kaohsiung, Taiwan

Ping-Ren Su

Graduate Institute of Cultural and Creative Design, Tung-Fang Design University, Kaohsiung, Taiwan

Jiann-Sheng Jiang

Graduate Institute of Cultural and Creative Design, Tung-Fang Design University, Kaohsiung, Taiwan

Ming-Hung Lin*

Department of Electrical Engineering, Cheng Shiu University, Kaohsiung, Taiwan

*Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

The development of cultural and creative industries has become the economic policy positively promoted in the world in past years, and cultural and creative parks become a new spatial economic policy. In the fiercely competitive market, consumers do not simply consider about product function and utility, but the consumer experience in the consumption process. In the experience economy time, top enterprises find out experience as an important part in future competition.

Aiming at consumers of cultural and creative industries in Kaohsiung City, total 500 copies of questionnaire are distributed. After deducting invalid and incomplete copies, 363 valid copies are retrieved, with the retrieval rate 73%. The research results show significantly positive correlations between 1.experiential marketing and brand trust, 2.brand trust and customer loyalty, as well as 3.experiential marketing and customer loyalty. According to the results to proposed suggestions, it is expected to provide reference for cultural and creative industries enhancing the customer loyalty.

Keywords: Cultural and Creative Industries, Experiential Marketing, Brand Trust, Customer Loyalty

Attachments:

1232 Final.pdf

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231 kB