The Effects of Brand Equity on Insurance Marketing- With Cathaylife Insurance Co. as a Case Study

• Main Authors: Chiang, Ching Chuan, 蔣金串
• Other Authors: Hu, Jer-San
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/37237315199023859995

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 90 === This study examines the relationship between brand equity and repurchase intention. With Person Correlation and Multiple Regression, the results verify that brand reputation and brand image are significantly correlated with repurchase intention. In addition, brand image could explain repurchase intention more than brand reputation does in the multiple regression models. According to the dimensions of brand image（organization association, value, brand personality and differentiation）and brand reputation（brand recall and brand recognition）, the study gives some suggestions in marketing management. Moreover, the study develops growth strategies for the future market and they are described as follows. 1. Market penetration：Targets the market between age 16 and age 30, sells health insurance with personnel selling. 2. Market development：Targets the market between age 31 and age 45, sells auto insurance and home insurance with personnel selling, direct mail and internet. 3. Product development：Targets the market between age 16 and age 30, sells investment products and mutual funds with personnel selling. 4. Diversity：Targets all ranges of ages, sells new investment products with personnel selling, direct mail and internet.