Earticle

초록

영어

The purpose of this study was to examine the impact of experiential marketing presented in the exhibit booth on the brand attitude of attendees. A number of factors related to the experiential marketing were examined including sensory, emotional, perceptional, and behavioral experience. The relationship between the factors related to experiential marketing and brand attitudes of attendees are hypothesized. Total 292 data were collected for those who participated in experiential marketing program in exhibit booths to examine the hypotheses. Among the factors related to experiential marketing, only sensory, emotional, and perceptional experience are likely to influence positively on the brand attitude of attendees. The results of this study may apply to those who are designing or operating exhibit booths in many ways. For example, it is recommendable to design the exhibit booths visually attractive to influence sensory experience of attendees.

목차

Abstract
 Ⅰ. 서론
 Ⅱ. 이론적 배경 및 가설설정
  1. 체험마케팅에 관한 연구
  2. 체험마케팅과 브랜드태도의 관계에 대한 연구
 Ⅲ. 연구모형 및 조사설계
  1. 연구모형설정
  2. 변수의 조작적 정의 및 측정항목의 정리
  3. 조사대상특성 및 자료수집방법
 Ⅳ. 분석결과
  1. 측정항목의 신뢰성과 타당성 분석
  2. 연구가설의 검증
 Ⅴ. 결론 및 시사점
 참고문헌

키워드

저자

• 윤세남 [ Yoon, Se-Nam | 대구가톨릭대학교 호텔경영학과 교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  무역전시연구 [International Journal of Trade Fairs and Exhibition Studies]

• 간기

  계간

• pISSN

  2287-173X

• eISSN

  2733-4848

• 수록기간

  2011~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 380