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首页> 外文期刊>International Business Research >Discussing the Relationships between Consumer Experiential Value, Celebrity Endorsement and Brand Resonance – Case Study of the STAYREAL Brand
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Discussing the Relationships between Consumer Experiential Value, Celebrity Endorsement and Brand Resonance – Case Study of the STAYREAL Brand

机译：讨论消费者体验价值，名人认可与品牌共振之间的关系 - 对斯托利亚品牌的案例研究

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Based on the perspective of concert experience marketing, this research explores whether consumers resonate with the brand STAYREAL through celebrity endorsements while using the P-O-X theory as the research’s structure. Research subjects are audiences who have participated in the Mayday concerts. Mall-intercepts method with intentional sampling is used and questionnaires were distributed at the “Super Slippa– part 9” and “The Great Nobody” of 831 rock band in 2018 at the Taipei Arena. 422 valid questionnaires were returned from the 469 distributed. Data were analyzed using the statistical software SPSS19.0 and it was found that: 1. Experience value has a significant positive impact on celebrity endorsements; 2. Experience value has a significant positive impact on brand resonance. 3. Celebrity endorsements have a significant positive impact on brand resonance; 4. Celebrity endorsements have a partial intermediary effect between experience value and brand resonance, which proves that P-O-X is in a balanced state. In order to reach a stage of consumers’ resonance with the brand, future research can examine the utility factors such as brand attributes in price, design, fabric, comfort, color, etc. at the same time.
机译：基于音乐会经验营销的角度，本研究探讨了消费者是否通过名人认可的消费者在使用P-O-X理论作为研究的结构时与名人认可共鸣。研究主题是参加了第十日音乐会的受众。使用有意采样的Mall-Inscrects方法，并在2018年在台北竞技场分布在“超级Slippa-第9部分”和“伟大的Nobody”和“伟大的Nobody”分发。 422有效问卷从分布式的469返回。使用统计软件SPSS19.0进行分析数据，发现：1。经验价值对名人认可具有显着的积极影响; 2.体验价值对品牌共振具有显着的积极影响。 3.名人认可对品牌共振具有显着的积极影响; 4.名人认可在经验价值和品牌共振之间具有部分中间效应，证明了P-O-X处于平衡状态。为了达到消费者的共鸣与品牌的共鸣，未来的研究可以同时检查价格，设计，面料，舒适，颜色等品牌属性等营销因素。

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