| dc.description.abstract | Consumers′ shopping patterns and lifestyle habits are rapidly changed by Internet technology. With the development of the Internet era, major brands must change their thinking from the perspective of online marketing, driving a business environment that clicks and mortar through a business model that combines traditional physical stores, digital virtual channels, and internet communities. Theoretically speaking, in the past, the factor of decisions that influenced consumer behavior was the value of the product itself, but nowadays, consumers are more focused on spiritual satisfaction. The marketing strategies which are used by companies will indeed increase brand favorability and will also become a source of competitive advantage. In this way, this research focuses on how individual brands use virtual and real integrated marketing strategies to enhance brand equity, which is brand value, and drive brand performance as the topic of discussion.
To analyze case brand equity enhancement and brand performance by using the clicks and mortar strategies of content marketing, participation marketing, and community marketing. Through literature research and interviews with scholars, a survey on brand equity is conducted to explore the relationship among virtual and actual integrated marketing trends, brand equity and brand performance, as a reference for brand marketing strategies.
This research adopts a method of case study to conduct interviews with individual company managers, distributors, and companies, and conduct empirical analysis on the data obtained. To measure the relationship between virtual and real integrated marketing on brand equity and brand performance. The analysis results show that there is a close relationship among brand marketing, brand equity and brand performance. Therefore, based on the analysis, this research puts forward suggestions for the integration of virtual and actual management of the Vespa brand marketing strategy.
Keywords: Brand Marketing, Clicks and mortar, Content, Engagement, Community, Brand Equity, Brand Performance | en_US |