探討廠商行銷活動對品牌權益之影響─以數位相機為例

• Main Author: 陳玟伶
• Other Authors: 賴 孟 寬
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/76934476941098621885

碩士 === 國立成功大學 === 企業管理學系 === 89 === To both practitioners and academias, brand equity is considered as a critical concept. The brand has been treated as the second life to the product. Without brand, a company is merely a production instrument and might lose the advantage to compete in the market. However, a great deal of efforts and resources need to be invested into building a brand. Consequently, many corporations in Taiwan engage in OEM that generates lower margin than brand products do. The purpose of this study is to examine the impact of the marketing activities─price and marketing communications (including advertising expenditure、corporate image and public relation) on brand equity（including perceived quality and brand association） while keeping product quality constant. Digital camera was chosen to be the experiment product. Subjects were students of National Cheng Kung University and real world consumers. A 2（high and low price）×2（high and low ad expenditures）×2（good and relative bad company image）×2（great and limited public relation）factorial design was used to test the hypotheses. Five hundred and seventy-nine subjects participated in this study. There were 240 usable questionnaires after deleting the ones that failed to simulate their designated experimental situation. In order to avoid the influence of product knowledge, product functions and price comparison table as well as the important indicators for purchasing digital camera were provided to subjects. The findings of this study include the followings. 1.There is no significant difference in the impact of price on perceived quality however the difference in real world consumers is greater than that in the student sample. Besides price, additional messages were provided to subjects and therefore lessened the relation between price and perceived quality. 2.There are positive relationships between ad expenditure and corporate image, and between perceived quality and brand association. Corporate image has been one of the tools that corporations use to communicate with consumers. A positive corporate image could be a cue to communicate with consumers the quality of products sold. 3.There is a positive relationship between public relation and brand association. Moreover,a positive relationship between public relation and perceived quality is observed when the price is low, the company image is favorable and the ad expenditure is low. Marketers could take this finding into account while allocating marketing communication expenditure. The findings of this study provide insights to corporations in creating their unique value and to build favorable marketing activities based on the relationships among the corporate image, product, price and marketing communications. Suggestions for future research are discussed.