Volume 16, Number 1, June 2026
| Marketing Practices, Consumer Motivation, Brand Strategy And Performance Measurement In Bakery Creative Markets
|
Hui-Fen Yang 1
Abstract
This study examines the relationships among marketing practices, consumer motivation, brand strategy, and purchase intention in bakery creative markets, and further incorporates performance measurement as an evaluative framework. A mixed-method design combining questionnaire surveys (N=180) and in-depth interviews (N=20) was employed. Statistical analyses including descriptive statistics, t-tests, and ANOVA were conducted. Results indicate that marketing practices significantly influence consumer motivation and brand perception, which in turn affect purchase intention. Brand strategy serves as a key mediating mechanism linking experiential marketing and behavioral outcomes. The findings contribute to the theoretical integration of consumer behavior and cultural creative market research while providing practical implications for performance measurement and strategic management in bakery creative markets.
Keywords: bakery creative markets, consumption motivation, marketing strategy, purchase intention, performance measurement
JEL Classification: M31, M21
1 Assistant Professor, Degree Program of Baking Innovation and Management, Taipei City University of Science and Technology (Taiwan), mobile phone：0958517936
(* E-mail: g109826015@grad.ntue.edu.tw ;E-mail: hf.yang@tpcu.edu.tw)