Developing A Conceptual Model for Brand Experiences of Local Feature
Cultural Products
C. Y. Lien
Department of Hotel Management, Minghsin University of Science and Technology, Hsinchu, Taiwan
Email: bhlien@must.edu.tw
Abstract – This study propose effective brand experience of
feature cultural products to measure the factors, and to
develop a new conceptual theoretical framework for brand
experience of local feature cultural products and for the
marketing implications of brand experience on the Oriental
Beauty Tea.
The results indicate that the brand experiences for all
of consumers are closely related to each brand which needs
to find their own position and the core values on the
success of Oriental Beauty Tea. Even if the price of
Oriental Beauty Tea is extremely expensive, with the
market characteristics of their products for different
varieties of tea in the market has still more loyal customers
and supporters, and also allow consumers to make tea with
top fashion brand and noble feeling, which are also the
marketing implications of brand experiences on the
Oriental Beauty Tea.
Keywords - Oriental Beauty Tea, Local cultural industries,
Brand experiences, Feature cultural products
I. INTRODUCTION
Wynne explained the cultural industry is main assets
raised in regeneration and citizen's sense of honors of
local economy [1]. The local feature cultural products
becomes main assets represented in place and lies in it has
complicated social value, not merely contains the
quantization value with pure history and culture, ones that
include also make up quality meaning, it is for instance
times, characteristics, historic significances, vision
beautifies, consciousness and artistic values, etc. [2]. A
distinctive local cultural product represents a symbol of
the local people's living habits and local history. It is the
reason why consumers would like to purchase cultural
products. It is also very important how to set up a brand
characteristic with local feature cultural products, one of
these motivations wanted to probe into by this research.
Up to now, most researches regarding experienced
concentrate on the attitude to functional products and
category experience, instead of the experience that is
produced by the brand. When consumers look for, choose
and consume brands of the cultural products, except touch
the function attribute of the cultural products. It is more
important that consumers have touched the relevant
stimuli of particular brand of all kinds. For example, the
brand discerns the color [3][4], the form, script,
background are designed the element [5], advertising
language, the mascot and brand individual character [6].
These brands are correlated with irritating and forming
the main source that the subjective psychology of
978-1-4673-0110-7/12/$31.00 ©2012 IEEE
consumers reacted, such that subjective psychology
reflects promptly that the brand is experienced [7]. How
to combine experiences of the local feature cultural
products with the brand has already become one of the
important issues. How to make the characteristic products
of culture with international popularity develop out the
conceptual model in which appropriately measures the
brand experiences of local feature cultural products, it
becomes another motivation to discuss in this study. This
study expects to reach the following purposes:
1. The quality research approach is to utilize depth
interview, the category of probing into the brand
experiences of local feature cultural products is defined.
And this study will gather the measurement factors
together and exactly propose the content structures of
brand experiences of the local feature cultural product for
the Oriental Beauty Tea.
2. The conceptual model in which the brand
experiences of the local feature cultural product on the
Oriental Beauty Tea effectively is proved by the
conceptual theory structure experienced. And a new
brand experience of local feature cultural product in
Taiwan is developed which is different from other
national local cultural products in the hope of offering the
new research topic direction of relevant spheres of
learning of the cultural industry.
3. This study uses SWOT strategy analysis for the
brand of the Oriental Beauty Tea to find out the quality of
brand management for the Oriental Beauty Tea by this,
and propose the marketing implications in brand
experiences of the Oriental Beauty Tea.
II. LITERATRUE REVIEW
A. Local cultural industry
1. The local feature cultural industry
Whom local cultural industry emphasize in ground
and industry of individuality, according to UNESCO
(UNESCO) as to the cultural industries define last content,
at the same time in essence of content, have the
characteristics of intangible assets and culture concept,
obtain proprietary protection of intelligence, and appear in
the form of products or service [8]. Yang defined the local
feature cultural industry as the local industry and must
take root in the place, with the local condition, local
characteristics of developing direction, and local welfare
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is considering preferentially, take historical and humane
spirit in the place as the background, run into unique idea
and intention in the place at the same time, create local
new economic values [9].
2. The Oriental Beauty Tea
The Oriental Beauty Tea, also call pekoe oolong tea or
Wind tea (expand tea of wind). The British empress was
amazed by its special flavor gaudily when the tea was
sold in other areas to Britain in early years, grant the
Oriental Beauty Tea by name from the east again. This
statement is the origin of beauty's tea name according to
legend. Not merely liked on Chinese tea circle, the
Oriental Beauty Tea liked on the circle of American-
European tea day by day too. The quality of Oriental
Beauty Tea is determined by in“saliva" intensity (from
Wicky). There are peach garden county, Hsinchu county,
Miaoshu county and level ground forest of Taipei, used as
an anchor now in Taiwan. The names of all producing
areas on the packaging are totally different. It is produced
in Beipu township of Hsinchu county, the name called as
expand tea of wind; It is produced in Emei township of
Hsinchu county called as the Oriental Beauty Tea.
B. Brand experience
Brakus, Schmitt and Zarantonelloz (2009) developed
product card is experienced by literary composition read
and survey tools from marketing, philosophy. It is
cognitive science, management practice, and guide [7]. It
accords with the brand with standard mental measurement
and experiencing scales to result in happening. Lebergott
[10] proposed the concerned economic moving target of
American consumers in the 20th century is not being
produced; it is an experience that is produced via
consumption activity. The most typical representatives is
the world of Disneyland Resort which offers consumers to
experience marketing, it offers consumers abundant sense
organ, make buyer to jump and take off in the
consumption pattern that and spend money enjoying the
service from buying and processing and making the
products, make consumers like to choose to attract the
consumption of their emotion, reason or spiritual level
deeply. Brakus, Schmitt and Zarantonelloz (2009) was
correlated with stimulating responses initiated by the
brand studying consumers, proposed and examined four
major factors what brands are experienced constructs to
include: sensory, affective and intellectual (inherent)
dimensions with the behavioral (external) dimension. The
theme of this study lies in to discuss the brand cognition
of consumers for the Oriental Beauty Tea and influence
with consuming the real feeling for its own brand
experiences.
III. RESEARCH METHOD
A. Research structure
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The structure of this study according to the purposes
and literatures is established, and use the quality interview
method to collect the real practical materials. This study
try to utilize analysis results of interviews, form the
proposition of local feature cultural products including
brand experiences and experience conceptual method with
the Oriental Beauty Tea. The research structure of this
study is shown in Fig. 1.
The theoretical structure of brand experiences in
local feature cultural products
Sense dimension
Subjective Individual Affective dimension
Behavioral dimension
perception of attributes
personal preference Product Intellectual dimension
attributes
External environmental factors Depth
interview
Quality analytical method Brand experience scale
model of local feature
cultural product
Fig. 1. A conceptual framework of this research.
B. Research design
In this research design, we visited two experts of the
Oriental Beauty Tea and a tea firmer by relevant
literatures and contents after understanding and
collecting at first and every materials which this study
need, and then sorted out, analyzed, the viewpoints of
the person who puts forward problem and experts
needed to understand in this study carried on interview,
have already finished research problem and purpose.
The researcher takes the measurement of interview
which is for letting the researcher pressed close to
interviewee's cognition and feeling to the products and
even more interview.
C. Research method
This study combines the quality research approach and
carries on analysis, and adopts focus group interview
method, interview brand commercial circles industry
person define to category of local cultural products and
Oriental Beauty Tea viewpoints for brand experience of
cultural product. All of form proposition opinions of
interview person are constructed according to proposition
the Oriental Beauty Tea on brand experience scales of
feature cultural product. The analysis of this study
consults the analysis steps of [11], which include: the
transcribing and examining cores of the draft word for
word, produce the coding schedule, carry on the open
decipher and belong to linking in the category, the
 Proceedings of the 2012 IEEE ICMIT

intension decipher with essential firsthand information is development plan

looked over and revised as well as analyzed them. 5. The output amount is
quite rare, and the
IV. RESULTS market is too small
Opportunity Threat
A. Results of quality analysis 1. Produce Oriental Beauty Tea with regional 1.  The imitation
characteristic to create market segmentation. imported from China or
According to the depth interviews and literature Manage Oriental Beauty Tea garden using the manufactured from
reviews of brand experiences proposed and examined by organic agricultural rules, forbid using other county of Taiwan
Brakus, Schmitt and Zarantonelloz (2009), we found four pesticide and herbicide have confused the
major content styles in brand experiences. We propose identification of the
genuine produce
four major concepts to construct brand experiences for the 2.  Due to heavy reliance
Oriental Beauty tea, which are shown in Table 1. 2. In cooperate with the development of the on tea-leaves picking
rising demands of the tour plan, going home labors makes the output
Table 1. Four Brand Experiences on Oriental Beauty Tea gift, the business opportunity is limitless, limited. There are
making the merchandise beyond more than tea difficulties in expanding
The surface Definition for the concepts of the Oriental Beauty Tea
factory, increasing raw
material supply and
Sensory The Oriental Beauty Tea features special reddish brown enhancing production
color through baking process with fire refined, it's different yield in international
from ordinary tea which are yellowish green, stimulate the trade in the future
sense on consumer's vision. Making consumers realize the 3. Lack of fair
uniqueness of the Oriental Beauty Tea and her strong noble evaluation organization
brand impression.
Oriental Beauty Tea manifest just like her name in taste,
Affective bringing consumers fine, smooth and gentle feel, like the
woman's abundant sensation and mood.
3. Not only combine with the culture of the
Because the Oriental Beauty Tea is quite expensive and local but also with the media , strengthen the
Behavioral with unique fragrance, render high level consumption promotion. Establish organization on
group may want to buy or have a trial taste. evaluation of the tea, set up the hierarchical
Since it is much more expensive than the other varieties of standard, increase consumer's confidence as
Intellectual tea, it may cause the consumers to be curious about the well as the volume of consumption of the
reason of its high price; and further probing into the fact direct customer
that the Oriental Beauty Tea is so unique in fragrant and
the mouth feel are due to the sucking by little green 4. Ally with peripheral different business to
leafhopper. develop popularity and sale channel

B. Results of SWOT analysis V. CONCLUSION AND DISCUSSION

We propose the SWOT strategy analysis for brand
experiences on the Oriental Beauty tea, which are shown
in Table 2.
Table 2. SWOT Analysis for Brand Experiences on
the Oriental Beauty Tea
Strength Weakness
1. Oriental Beauty Tea has brand uniqueness 1. The tea-leaves
picking labors are scarce
and wearing out.
2. Oriental Beauty Tea has high savor and is 2. Oriental Beauty Tea
safe and healthy. Proved to be no residues of is a local product, lack
pesticides. And it has extensive local culture of promotion, the
features cognition of this
3. The suppliers make production procedure product is quite limited.
signboard and the value of tea in order to Without much
educate consumers and know the Oriental popularity and lack of
Beauty Tea sales channel, it needs
more strength in
advertisement and
marketing promotion.
3. Production process
needs to introduce
4. Local government already applied for specialized personals,
certificate of origin mark chapter and group's break through existing
trade mark for Oriental Beauty Tea to Taste, create more
prevent the products from being falsely used diversified new taste
and improved its quality and fame 4. Lack of the proper
Oriental Beauty Tea
A. Marketing implications of brand experiences on the
Oriental Beauty Tea
This study utilizes quality interview method to
construct four major dimensions including sense, affective,
behavior and intellectual to extend tea brand design,
discern, packaging, communication, environmental
analysis. We sum up interconnected systems as follows:
A. Sensory experience of the Oriental Beauty Tea – This
study sorts out and discusses five sense characteristics of
the Oriental Beauty Tea with consumer to the general
family property person, summed up and appeared reddish
brown for the color and luster after Oriental Beauty Tea
bubbles, it was fragrant that have thin fruits to drink, the
blade is round. The Wicky introduces the Oriental Beauty
Tea with uniqueness familiar fruit fragrant and honey
fragrance in Taiwan that encyclopedias make introduction,
plant tea monopolized shop recommend Oriental Beauty
Tea discussed in literatures. The actual observation
appears that millet paste color of tea is redder and accords
with the taste of having a trial test. The sense experiences
of consumers produce the uniqueness of the Oriental
Beauty Tea and strong noble brand impression wholly. Its
packaging respect adopts environmental protection and

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accords with the tastes and designs of the consumers. Its
color with getting red to for discern color adopts canned
packaging basically and cooperate the beauty's name and
design to produce the orientation to be noble and graceful,
accord with tea special of the Oriental Beauty Tea, up to
pack accord with unified image.
B. Affective experience of the Oriental Beauty Tea –This
study found although the Oriental Beauty Tea makes
consumers to have quality assurance, image with great
image, consumers are willing to treat it as a gift to send
others and like to recommend it to others too. Because
the advertising and promotion for Oriental Beauty Tea are
insufficiently unable to make more consumers understand,
it is very difficult to the Oriental Beauty Tea that
consumers produce special emotion for brand.
C. Behavioral experience of the Oriental Beauty Tea –
This study found that the convenience of consumers
buying Oriental Beauty Tea thorough fare of tea is too
low, limited to buy in the tea stores originally. The
suppliers should develop the thorough fare to every
convenience store, every large department store, every
discount stores and network thorough fare, so that
consumers are willing to buy it. In addition, consumers
may participate in relevant activities and attempt to drink
experience, recommendation through relatives and friends
for the Oriental Beauty Tea, which will improve the
willingness to buy it.
D. Intellectual experience of the Oriental Beauty Tea –
This study found that the Oriental Beauty Tea makes
time-consuming and handles worker pluck 2 leaves
wholeheartedly originally, refined to become advanced
woolong tea with traditional technology, so that its price
is relatively more expensive, the quantity of consumers is
limited and is limited in the ethnicity that is used to
drinking tea. Therefore, the psychology of consumers
still hopes to have relevant favorable discounts to reduce
its price, and enable to buy it more. From mentioned in
interviews, because the name of Oriental Beauty Tea is
various, there is few propaganda activity which leads to
the consumers are not acquainted with the brand
implications of the Oriental Beauty Tea. To remove the
test amount of brand meaning, it is the price that
consumers generally consider the main factor, so that the
higher position of value becomes the brand impression of
consumers on the Oriental Beauty Tea.
B. SWOT analysis implications of the Oriental Beauty Tea
1. Advantages: The Oriental Beauty Tea have brand
uniqueness, sample, high safety, and it is proved
conclusively that does not include the residues of
pesticides. The suppliers of Oriental Beauty Tea have
applied for the authentication of producing area and
marked the chapter and group's trade mark, which
have extensively local cultural characteristics and
make production procedure, and educate consumers
to familiar with the Oriental Beauty Tea.
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2. Weaknesses: The labors of the Oriental Beauty Tea are
scarce and wear out as well as lack of declaring for
suppliers and make consumers lack the cognition of
this product completely. The production of the
Oriental Beauty Tea needs to introduce specialized
personality and has not been broken through the
existing taste, make and set out, which has been
diversified by new taste and improving the Oriental
Beauty Tea on sale throughout the popularization plan.
3. Opportunities: The production of the Oriental Beauty
Tea has regional characteristics and districts on the
market segmentation. By means of cooperating and
developing the tour plans, the dealers can design the
diversification of the hand gift to accompany with the
demand of consumers, which make the more value-
adds beyond other teas, not only combine with local
culture but also bind with medias. And the
government establishes the tea to comment the
professional group of ancient bronze mirror, set up
the hierarchical standard standardized, increase the
confidence of consumers, and promote the volume of
consumption of the direct customers.
4. Threats: The continent imports the Oriental Beauty Tea
imitation which is made by Taiwan, and results in
mixing the genuine with the fictitious. Because the
tea needs to adopt artificially which make the outputs
are limited, if the Oriental Beauty Tea is able to
expand to the international trade in the future, it
would be faced to expand the factory, original
supplies and output problem.
To sum up, the Oriental Beauty Tea, although
enjoying great prestige in all of the world, still rare
because the output is very low, and the price is relatively
high, so that it is unable to popularize more people which
will cause to its brand image for nobleness. Whether can
coach through technological transfer or agriculture in
production technology, it can be carry on the exchange of
technology to diplomatic relation countries or countries
that suit, which can be promoted to the pragmatic
diplomacy and increase the output, and make it reach
popularization to increase the consumer market. It is
enable more people to taste the delicious feeling of this
tea. Therefore, the Oriental Beauty Tea must primarily
set up brand awareness and create the special brand image.
The brand image via linking up a kind of consciousness
phenomenon that the activity influences of enterprises
will make consumers to produce the related activity
knowledge of brand [12]. Hoyer and Brown [13] pointed
out that while consumers appraise and choose the
products, brand awareness is treated as the preferential
and important basis that is considered in the products
classification for consumers. The dealers should hold
more relevant interesting activities or experience camps
for consumers to improve brand awareness. Except folk
groups promote it, government should pay attention to
positively coach tea growers to make the quintessence of
 Proceedings of the 2012 IEEE ICMIT

Chinese culture which can be expanded abroad. The more
direct method lies in whether there could be government
units that are responsible for tea to check on in order to
increase international popularity, it is also settled up the
homeland of the Oriental Beauty Tea in Taiwan and
creates win-win result.
All of brands are closely related to brand experiences
for consumers. Each brand needs to find its own
localization and key value. The Oriental Beauty Tea has
successful done in this point. Even the Oriental Beauty
Tea more expensive in price, because both its own
product characteristics and teas on the market are
completely different, there are still many loyal consumers
to support it on the market. It also makes consumers to
produce brand image of top tea and noble fashion of
experiences.
Hua Town Local Culture Industry by CIPP Evaluation
Model,” Sport and Recreation Studies, Vol. 4, pp. 138–152,
2009.
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Publication: Taipei, 2005.
[12] C. W. Park, B. J. Jaworski and D. J. MacInnis, “Strategic
Brand Concept-Item. Management,” Journal of Marketing,
Vol. 50, pp. 621-635, 1986.
[13] W.D. Hoyer and S. P. Brown, “Effects of Awareness on
Choice for a Common Repeat-Purchase Product”, Journal of
Consumer Research, Vol. 17, No. 2, pp. 141-148, 1990.

Since some interviewees do not understand or are not

deeply enough to understand the Oriental Beauty Tea, it
will result in visiting too few consumers. Because it is
limited to the restriction of time, manpower and material
resources and Hsinchu county is the main producing area
of the Oriental Beauty Tea in Taiwan, the investigation
and interviewing range of this research only take northern
area of Taiwan as the core area.

ACKNOWLEDGEMENTS
Special thanks to Minghsin University of Science and
Technology for providing this research project founds
(MUST-100 hospitality-3).

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