基於消費者行為的事件營銷與客戶資產的關係研究

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基於消費者行為的事件營銷與客戶資產的關係研究

 

Author: 周毅
Zhou, Yi
Title: 基於消費者行為的事件營銷與客戶資產的關係研究
Ji yu xiao fei zhe xing wei de shi jian ying xiao yu ke hu zi chan de guan xi yan jiu
A study of the impacts of event marketing on customer equity at the individual level
Degree: D.Mgt.
Year: 2010
Subject: Hong Kong Polytechnic University -- Dissertations
Customer equity
Special events -- Marketing
Department: Graduate School of Business
Pages: xi, 108 leaves ; 30 cm.
InnoPac Record: http://library.polyu.edu.hk/record=b2355495
URI: http://theses.lib.polyu.edu.hk/handle/200/5724
Abstract: Customer equity-the lifecycle value of customers to a company-is considered as one of the most valuable strategic assets. Managers endeavor to maximize customer equity through various marketing strategies. Toward this end, event marketing, an umbrella term for a set of emerging marketing communication strategies. offers a new approach to improving customer equity by infusing brand and product/service information into mass communication about critical events like the Olympic Games. While research on event marketing is growing rapidly. the theoretical understanding remains limited with regard to the impact of event marketing on customer equity. Most extant studies focus predominantly on financial sponsorship as the sole event marketing strategy and only examine midway effects of event marketing. e.g., brand recognition or brand recall, as the dependent variables. Moreover, the psychological process underlying consumer reactions to event marketing has been mainly framed as the fit between the corporate/brand image and the nature of the event. More academic effort is needed to advance our understanding regarding the effect of event marketing on customer equity so as to answer the following questions: (1) How to classify the emerging event marketing strategies so that we can achieve a more comprehensive understanding about their impacts? (2) What are the underlying mechanisms through which event marketing strategies can help attract new customers, maintain a loyal customer base, and create new add-on selling opportunities, thereby improving total customer equity? Given this backdrop, this study integrates research on customer equity, event marketing, and strategic brand management and presents a research model to explain how various event marketing strategies affect customer equity. Specifically, we identify three types of event marketing strategies, namely, financial sponsorship, partnership, and event-related products/services. We also identify three corporate image associations (i.e., corporate social responsibility, credibility, and innovativeness) that will be influenced respectively by the three aforementioned event marketing strategies. We further theorize at the individual consumer level that event marketing strategies will influence customer equity through the following four-stage causal chain: a customers' knowledge about each of the three event marketing strategies will affect the corresponding corporate image associations, which will then affect the overall brand attitude that ultimately determines consumer behaviors associated with customer equity.
To test the research model and associated hypotheses, we chose China Mobile's event marketing initiative during the 2008 Beijing Olympic Games as the site of investigation. We collected data at multiple time points from both China Mobile's existing customers and potential customers in 12 major cities in China. We measured consumers' knowledge about China Mobile's event marketing strategies before the Olympic event, corpomte image associations and brand attitude during the event, and the consequential behaviors after the event. The statistical results provide general support to the research model and hypotheses. The results confirm the differential impacts of the three types of event marketing strategies on customer equity and the roles of corporate image associations and brand attitude in channeling these impacts. Finally, the results of the ad hoc comparative analysis suggest that the mediation mechanisms are different between China Mobile's exiting customers and potential customers. This study has important contributions and implications for both research and practice. For researchers, this study is among the first that provides a comprehensive taxonomy of event marketing strategies. This study also establishes a four-stage causal model that explains the underlying mechanisms through which the three event marketing strategies affect customer equity. The results further identify the distinctive mediating mechanisms for existing and potential customers. For practitioners, the findings suggest that customer equity can be used as a customer-centered approach to evaluate returns on organizational investment in event marketing campaigns. To better manage the process of event marketing, firms can monitor corporate image and brand attitude longitudinally in order to better understand the effectiveness of their initiatives along the timeline of the events. Finally, companies can combine different event marketing strategies according to their specific market positions, goals, and resources so as to maximize the benefits of their overall event marketing campaigns.

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