The Building of Brand Personality and Its effects on Brand Equity-Take ING-Antae Life Insurance As Example

• Main Authors: Mei Hei, Lin, 林美慧
• Other Authors: Couchen Wu
• Format: Others
• Language: en_US
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/82330980788600979986

碩士 === 國立臺灣科技大學 === 企業管理系 === 90 === There are two main objective of the research. First part is targeted to the importance of brand personality in each element of brand equity. The second part is structuring the way from brand personality to brand equity. In the first part, brand equity are classified into three part, and the containing are list below: 1. Benefit, which means the value got from product and the extract parts, can be further split into three parts, and they are functional benefit, symbolic benefit and experiential benefit. 2. Attitude can seem as the project feeling to brand and the communication strategy. Here, the attitudes are aiming at both company and agent side. 3. Loyalty here both concern about attitude side-attitudinal loyalty and action side-purchase loyalty. The purpose is trying to get a clear loyalty effect. Keller believed that brand personality has relationship with symbolic benefit, but the effect, which brand personality can direct consumers to be loyal or not, are still questioned to the whole marketers, so here, the other element are get into discussion. The second part is trying to confirm the model which starts from brand personality to brand loyalty, and the purpose is trying to find out a general structure for service industry. In this part, LISREL 8.3 is used to identify the expected model.