行銷專家已經越來越重視品牌所提供給顧客的體驗價值。體驗協助顧客在心中建立品牌形象，形成顧客的價值觀，進而提升顧客心中的品牌價值。本研究以名人歌手為例，主要是探討顧客體驗的決定因素和檢視顧客體驗對品牌資產的影響。首先概念化和衡量名人歌手的體驗，並闡述主要的體驗構面。接著開發了兩個維度的體驗，包括享樂體驗和實用體驗。享樂體驗反映感官和娛樂面的體驗，而實用體驗反映有益的和有影響力的體驗。然後採用了結構方程模型，發展了研究架構，藉以說明名人歌手顧客體驗對品牌資產影響。品牌資產乃是經由品牌知名度，品牌聯想，知覺品質和品牌忠誠度等四個構面間的層次結構效果進行評估。結論顯示，享樂體驗和實用體驗構面開發良好，兩者皆可預測整體名人歌手體驗，並可依序正向影響品牌資產的四個構面。本研究提供行銷經理清晰的了解，在名人歌手崇拜的情況下，顧客體驗如何影響品牌價值。名人歌手體驗可當作了解以顧客為本的品牌資產的關鍵因素。因此，公司可以遵循消費者和品牌關係促銷名人歌手，並且讓行銷的工作更加切合實際。

Marketers have increasingly paid much attention to the experiential value that a brand delivers to customers. Experience helps customers psychologically create a brand profile in their minds and ultimately form their values which enhance brand equity for customers. The main purpose of this research is to investigate the determinants of customer experience and examine its influence on brand equity in a celebrity singer worship setting. We first conceptualize and measure the customer experience of celebrity singers and delineate the key experience dimensions. Two dimensions, hedonic experience and utilitarian experience, are identified; hedonic experience is reflected by sensuous and entertaining dimensions and utilitarian experience by beneficial and influential dimensions. Then a conceptual framework is developed, using a structural equation modeling, to illustrate the impact of customer experience of celebrity singer on the brand equity which is assessed through a hierarchy of effects between brand awareness, brand associations, perceived quality, and brand loyalty. The results reveal that the hedonic and utilitarian experiences are well developed and both can predict the overall celebrity singer experience which in turn has a positive effect on the four dimensions of brand equity. The study provides marketing managers with a clear understanding of how customer experience affects brand equity in the case of celebrity singer worship. Celebrity experience may be pivotal to understanding customer-based brand equity and thus, an organization can promote a celebrity singer by following rules of consumer-brand relationships and make their jobs more realistic.