基於顧客情感反應的品牌娛樂行銷效果實證研究

Abstract

Nowadays consumers’ pursuit of consumption has shifted from the utility of products and price to the sensory experience of consumption and the psychological identification with the brand. Confronting this change, an increasing number of companies try to make favorable impression on consumers as well as promoting consumption through entertaining consumers by a variety of interactive activities. Consumers play more and more active in the entertainment activities and more opportunities are provided by companies. After reviewing the relevant literature, we find there is little empirical evidence to clarify how interaction in entertainment marketing influence consumers and the mechanism underlying it remains to be studied. The current article tries to fill this gap and contribute to the theory.
Firstly this article research into a series of cases in entertainment marketing and find out the key elements in the marketing. Then this current research organized two field studies (concerts hosted by a brand) to test the effect of entertainment marketing. We collected data about consumers’ attitude towards the host brand before and after the concerts, and the analysis of these data shows that the consumers who have engaged in the interaction of concert did show more favorable attitude towards the brand, expressing higher recommend intention and higher purchase intention, compared with consumers who only participated the concert as audience but didn’t join in any interactions of the concert. Besides, consumers’ evaluations of the concert is significantly positively related to consumers’ attitude towards the brand. Apart from that, we conducted a lab experiment to investigate the mechanism of how interaction impact on brand attitude. We designed an online game with product placement and invited some college students to play the game. We then measured their experience through the game and their attitude towards brand after the game. The results of lab experiment show that generally interaction in the game can enhance the positive impression of participants towards the brand. We distinguished two situations, when a celebrity appears in the game and when no celebrity but an average looking person. We found that in the condition of celebrity, interaction increase participants’ positive brand attitude by activing their positive emotion to high extent. However, in the condition of common man, interaction has no significant impact on subjects’ brand attitude.
Combining the findings from field studies and lab study, the current research enhance our understanding of role of interaction in entertainment marketing. We provide empirical evidence for the substantial effect of entertainment marketing on consumer psychology and our research clarifies the mechanism of entertainment marketing empirically.

Date of Award	21 Aug 2015
Original language	Chinese (Traditional)
Awarding Institution	City University of Hong Kong
Supervisor	Wenyu DOU (Supervisor)