?? ???? ??? ?? ? ??? ?? ??? ?? £­??? ? ???? ????£­ (The Effect of Experiential Marketing on Brand Attitude and Relationship Quality in Flagship Store)

? ??? ??? ??? ????? ???? ?????? ?? ?? ???? ?? ??? ??? ???? ??? ?? ????? ???? ??? ?? ???? ? ??? ????, Schmitt? ??? ????? ???? ? ??? ???? ??? ?? ? ??? ?? ??? ??? ????? ????? ???. ?? ?? ?? ??? ???? ?? ??? ???? ??? ??? ??? ?? ?????? ??? ??? ?????? ???? ???? ?? ????? ??? ? ?? ??? ??? ??? ??? ??? ??? ??. ?? ??? ??? ?? ??? ???? (SEMs) ?????? ??? ???? ??? ??? ??? ??? ?????, ??? ??? ??? ??? ??? ??? ?? ??? ??? ??? ?, ????? ????? ??? ??? ??? ????? ????? ???? ?????. ??? ??? ????? ???? ??? S?? ???? ???? ??? ??? ?? ???? ????? ???? ????? ???? ??? ?????, ????? ??? ??? ??, ??? ?, ????? ????? ??? ?? ? ? ?? ????? ???? ??? ????? ??(SEM) ? ???? ???? ??? ?????. ? ?? ? ???? ??? ?????? 5?? ?? ? 4?? ??? (??,??,??,??) ???? ??? ??? ?? ??? ?? ??? ?????, ???? ??? ?? ?? ??? ?? ?? ??? ?? ??? ????. ?? ??? ? ?? ???? ???? ??? ??? ?? ??? ?? ??? ????. ? ??? ??? ???? ???? ?? ??? ????? ?? ???? ????? ??? ? ??? ?? ????? ????? ? ??? ?????? ??? ??? ??????? ?? ?? ??? ??? ??? ????? ???? ?? ???? ?????.

The purpose of this study was to examine the effect of experiential marketing on brand attitude and relationship quality in flagship store. Specially, this study intended to identify the dimensions of experiential marketing in retail store and to examine the relationships among experiential marketing dimensions, brand attitude, and relationship quality. To this end, data collected from 190 sales persons and university students who experienced flagship store was analyzed using structural equation modeling (SEMs). The results indicated that five experiential marketing factors such as sense, feeling, thinking, acting and relating, have a positive relationship with relationship quality and customer satisfaction. These findings have implications for the most effective creative managing experiential marketing to arouse customer¡¯s interest in the course of brand experience.