The Study of the Relationship among Experiential Marketing Brand Image Perceived Value and Impulse Buying – Using IKEA as Example

Abstract

The Experience Economy has been one of the major sales strategies in the twenty-first century so the overall further marketing methods will focus on consumers’ experience Brand image is also one of the elements that consumers value Impulsive buying leads consumers make an unplanned purchases while customers are experiencing such sudden spur and this action takes place in the buying behaviors Hence it is important to cooperates to consider this behavior into their marketing strategies The purpose of this study is to figure the relationship between experience marketing brand image perceived value and impulse buying and to discuss what the effects are to customers when companies use difference marketing strategies The results show that : The Experience Marketing has positive correlation with perceived value and impulse buying Brand image has positive correlation with perceived value and impulse buying Perceived value has positive correlation with impulsive buying Perceive value plays a mediating role between the Experience Marketing and impulsive buying Perceived value plays a mediating role between brand image and impulse buying Key words: Experiential Marketing Brand Image Perceived Value Impulse Buying

Date of Award	2020
Original language	English
Supervisor	Huei-Ting Tsai (Supervisor)