-

Pine and Gilmore1998

:
(commodities) (goods)
(services) (experiences)

Pine and
Gilmore, 1998
Schmitt 1999

(Dionysian )
(Schmitt, 1999)

(Schmitt, 1999)

Schmitt(1999) SEMs(strategic
experiential moduls) (experiential marketing)
(sense) (feel) (think) (act)
(relate)

Urde(1994)
Aaker(1991)

(Schmitt, 1999)

(brand equity) 1980

(Barwise, 1993) 1980
Baldinger(1990)

Aaker(1991)

Aaker
(loyalty)(awareness)
(perceived quality)(associations)
(market behavior)(Aaker, 1991)
Doyle(1990)

Doyle(1990)
Martin and Brown(1990)

Jena-Noel(1992)


Keller(1993)

Kamakura and Russell(1993)

()(
)Swait, Erden, Louviere and Dubelaar(1993)
Kamakura and Russell

(equalization price)
Park and Srinivasan(1994)

Lassar, Mittal and Sharma(1995)

Boonghee and Naveen(2001) Aaker Keller

MBE(Multi-dimensional Brand Equity Scale)

(Barwise, 1993)
Schmitt(1999)

Tumer(2001)
4

Halbrook(2000)

(Abbott,1955)

Schmitt(1999) Jaguar
Intel Starbucks

Narris(1941)

Alderson(1957) Marketing Behavior and Executive

Action
Toffler(1970) Futrue Shock
Hirchman and Holbrook(1982)

(fantasies)(feeling)(fun)
Swinyard(1993)
Yoo et al. (1998)

Grnat(1999)

Mehrabian and Russell(1974) PAD(pleasure arousal

dominance)
Plutchik(1980)
Havlena and Holbrook(1986) Mehrabian and Russell
Plutchik Mehbrian and
Russell
Richins(1997)
CES(consumption emotion sets)

(2002) Schmitt

(2003)

(brand equity)


(Manning Selvage & Lee)

(Jack Morton Survey)

(perceived
marketing mix)(2001 20012002)
(2002)(2001
2003)
(1996)(1996) Ajay(1998),Bello(1995),
Cobb-Walgren, Ruble,& Donthu(1995), Jedidi(1999), Kalra and
Goodstein, (1998), Kirmani & Zeithaml(1993), Krishnan &
Chakravarti(1993), Mela, Gupta, & Lehmann(1997), Michael &
Karl(1997), Wansink & Ray(1993)
:
(Hines, 1997Javalgi, Traylor, Gross and Lampman 1994)
(Aaker,1991)(Boulding and Kirmani,1993)
Schmitt(1999)
7

Schmitt(1999)
SEM(strategic experiential model) :

1-1
10



(brand):
(American Marketing Association)

Jena-Noel (1992)

Doyle (1990)

11

Kotler(1994)
()(attribute)
()(benefit)

()(value)

()(culture)
()(personality)

()(user)

Chernatony and McWilliam(1989)

()

12

()

()

()

()
Bonner and Nelsen(1985)
Brasco(1988)

Brasco(1988)
Stobert(1989)

Simon and Sullivan(1993)

13

Mullen and Mainz(1989)

()
Doyle(1990)

Aaker(1991)

Blackston(1992)

Rangaswamy, Burke, and Oliva(1993)

Keller(1993)

14


Lassar, Walfried, Bauwari, and Arun (1995) Keller(1993)

()
(The Marketing Science Institute)

Blackston(2000)

15

Aaker(1991)

()
Aaker(1991)

1. (brand royalty)

2. (brand awareness)

16

3. (perceived quality)

4. (brand association)

5. (market behavior)

17

 2-1

1.

2003

2.

2001

1.

- - 2.

1.

2000

2.

18

 2-1 ()

1.

1999

2.

1.

1998

2.

19

 2-1 ()

3.

4.

5.

6.

1.

1998

2.
)

3.

20

 2-1 ()

1.

1997

2.

3.

Blackston Max

Observations:Building

2000

Brand Equity by

Managing the Brands

1.

Relationship.

2.

21

 2-1()

Aaker

Managing Brand

1996

Equity across

Products and

1. -

Markets

2.
-
/
3.
-/
/

4. -

5. /

Cobb-Walgren,

Brand Equity, Brand 1.

Buble, and Donthu

Preference, and

1995

Purchase Intent

2.

22

:
experience experientia
emperia

emperia
1993

Schmitt1999stimulus

:
Schmitt1999

:
Schmitt(1999)(strategic experiential modules,
SEMs)(experiential providers, ExPros)
(experiential grid)

Schmitt

sensefeel
23

thinkactrelate
()(sense)

()(feel)

()(think)

()(act)

()(relate)

(
)(
24

(communications)
(verbal identity and signage)(product
presence)(co-branding)(spatial
environment)(electronic media)(people)

2-2

(:
)

: B. H. Schmitt(1999). Experiential marketing. Journal of

Marketing Management, 15(1), 53-67.

25


(
2-1)

2-3

():

?
():

?
?

26

():

?
():

Schmitt(1999)

(2003)

27

(2000)

Pine and Gilmore1999

(starbucks)

1971 (pike market place)

1998
3 28

Starbucks
28

(starbucks)(Schultz and Yang 1999)

(Siren)

(Schultz and Yang 1999)

(
2001)

Howard Schultz :

29

3-1

3-1

30

Schmitt(1999)

()(sense)

()(feel)

()(think)

()(act)

()(relate)

31


Aaker(1991)

()

()

()

()

()

32

(perceived
marketing mix)(2001 20012002
2002)(2002)(
2001 2003)
(1996)(1996)(Ajay,1998Bello,
1995Cobb-Walgren, Ruble,and Donthu 1995Jedidi,1999Kalra and
Goodstein,1998Kirmani and Zeithaml 1993Krishnan and
Chakravarti 1993Mela, Gupta, and Lehmann 1997Michael and
Karl,1997Wansink and Ray 1993)

:(Hines, 1997Javalgi, Traylor, Gross,and Lampman

1994)(Aaker, 1991)(Boulding and
Kirmani, 1993)

33

(2003)

35
(2000)

(2003)

H1

H1-1:
H1-2:
H1-3:
H1-4:
H1-5:

Cobb-Walgren, Buble and Donthu(1995)

(2003)

H2

:
34

H2-1:
H2-2:
H2-3:
H2-4:
H2-5:

(2001) Cobb-Walgrem, Buble

and Donthu(1995)
(2000)

H3 :
H3-1:
H3-2:
H3-3:
H3-4:
H3-5:
35

(2001)

H4 :
H4-1:
H4-2:
H4-3:
H4-4:
H4-5:
H5 :

Schmitt 1999
Aaker1991
(2000)(2003)

36

 3-1 (Assessment Tools for Experiential Marketing)

The (ExPro) tries to engage my senses. (+)
()
SENSE
The (ExPro) is perceptually interesting. (-)
()
The (ExPro) lacks sensory appeal for me. (-)
()
The (ExPro) tries to put me in a certain mood. (+)

()
FEEL
The (ExPro) makes me respond in an emotional manner. (+)
()
The (ExPro) does not try to appeal to feelings. (-)
()
The (ExPro) tries to intrigue me. (+)

()
THINK
The (ExPro) stimulates my curiosity. (+)
()
The (ExPro) does not try to appeal to my creative thinking. (-)
()
The (Expro) tries to make me think about my lifestyle. (+)

()
ACT
The (ExPro) reminds me of activities I can do. (+)
()
The (Expro) does not try to make me think about actions and behaviors. (-)
()
The (Expro) tries to get me to think about relationships. (+)

()
RELATE
I can relate to other people through this (ExPro). (+)
()
The (ExPro) does not try to remind me of social rules and arrangements. (-)
()
Schmitt, B. H. (1999). Experiential marketing. New York: The Free Press.231

37

 3-2 Aaker (1991)

1.//

BRAND ROYALITY
2.
3./
/

4.

5.
6.
BRAND AWARENESS
7.
8.

9.
//
PERCEIVED QUALITY
10.
///

11./

12.
//
13.

14.

15.

16.
17.
BRAND ASSOCIATION
18.
19.
20.
David A. Aaker (1991), Managing Brand Equity. New Yourk: Free Press.

Schmitt 1999
38

15145
6710111415181920212225Schmitt(1999)
2389121316172324
(2000)

3-3

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.

39

Aaker1991

15

3-4

1. (Starbucks)

2. (Starbucks)

3. (Starbucks)
4. (Starbucks)

5. (Starbucks)
6. (Starbucks)
7. (Starbucks)
8. (Starbucks)
9. (Starbucks)

10.(Starbucks)
11.(Starbucks)
12.(Starbucks)
13.(Starbucks)
14.(Starbucks)
15.(Starbucks)

16.(Starbucks)

17.(Starbucks)
18.(Starbucks)
19.(Starbucks)
20.(Starbucks)

40

(convenience sampling)

41


(12
)

()
Comrey(19881999)40
150200150

()
42818
41096

(
20021999Davis, 2000)
L.J. CronbachCronbachs
3-3Cronbach
0.75780.70330.8100
42