An Investigation of Experiential Marketing in Taiwan's Luxury Industry
Date Issued
2010
Date
2010
Author(s)
Krushnisky, Samuel
Abstract
This study established the linkages between experiential marketing theories and real world practices in Taiwan’s luxury industry. The aim of this study was to help luxury marketers identify which strategic experiential modules (SEMs) are most effective for different customer segments. The methodology used was a qualitative exploratory multi-case study method. In-depth interviews were conducted with seven industry experts from luxury brands in Taiwan. There were four major findings from this study. First, luxury brands in Taiwan use all five SEMs in their marketing strategy. Second, this research found that the order of importance of the SEMs were: RELATE, ACT and FEEL, SENSE, and THINK. Third, this research found the SEMs used for ordinary customers were different from those used for VIP customers. Fourth, due to the cultural characteristic of collectivism and many consumers being first or second generation luxury consumers, RELATE marketing is even more critical in Taiwan than Europe. An understanding of Taiwanese luxury consumers’ preferences will help luxury brand managers market their brands more effectively in Taiwan.
Subjects
luxury industry
luxury branding
luxury marketing
Taiwan luxury
branding
marketing
experiential marketing
experiential branding
Type
thesis
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ntu-99-R97749013-1.pdf
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