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Abstract
This study used a successful example of cultural and creative industry, Pili Puppet Show, to explore the effect of brand equity, customer satisfaction, and brand resonance on repurchase intention. The results of this study are as follows: 1) the two dimensions of brand equity and customer satisfaction can both enhance consumer brand resonance for the product, and the effect of customer satisfaction on brand resonance is greater than that of brand equity; 2) the three dimensions of brand equity, customer satisfaction, and brand resonance all directly affect consumer repurchase intention; 3) brand resonance has a partial mediating effect in the influence of brand equity on repurchase intention, and brand resonance has a complete mediating effect on the influence of customer satisfaction on repurchase intention. The findings can serve as references to future studies and the marketing strategies of cultural and creative industry in Taiwan.
Keywords: Brand equity, customer satisfaction, brand resonance, repurchase intention, Pili Puppet Show
Introduction
Many studies have discussed consumers' brand resonance elicited by famous brands, but few have explored brands in cultural and creative industries in terms of the influence of brand resonance. Thus, this study uses a local industry, Pili Puppet Show, as the research subject, Pili Puppet Show Troupe was popular all over Taiwan in the 1980s, where there were Pili clubs in schools, many people renting videos from rental stores, related merchandise became popular symbols of passions among adolescents, and even political elections used characters for insinuations. During this period, even though "Xiao Xi Yuan," "I Wan Jan" and other puppet troupes also received attention, Pili Puppet Show Troupe is the only one that continues to have a large fan base. Keller (1993) emphasized that research on the effect of brand resonance must choose "famous" brands, because after consumers identify with the brand, they will further develop resonance for the product. Thus, in terms of the specific environment, among the puppet show industries in Taiwan, the "Pili" brand are certainly the most well known, thus this study uses it as the research subject.
The main purpose of this study is to use the local specialty industry, Pili Puppet Show, in attempt to understand the effect of brand equity and customer satisfaction of Pili Puppet Show fans on...