The Study of Relationship between Perceived Marketing Mix Elements and Brand Equity: A Product Involvement Perspective

• Main Authors: Lin Ging-Yi, 林靜怡
• Other Authors: Prof. Guang-Hwa Chen
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/79561013650293213482

碩士 === 國立交通大學 === 經營管理研究所 === 91 === In recent years, many scholars have been studying on the issue of brand equity, but there still has been lacking in the empirical study about how and what kind of marketing elements established brand equity. However, in the present age brands are more and more important in business, and there should be more relative studies about it. These are the reasons why I research into the study using product involvement as intervening variables of relationship between perceived marketing mix elements and brand equity. The study investigates the relationship between marketing mix elements and brand equity. The purposes of the study include the marketing mix elements effect on consumer attitude, and the effect of other marketing activities on brand reflection. For quantitative analysis, it takes randomly survey samples which amounts to 842 consumers from the students in Taipei. And the brands were selected by pre-test. This study use factor analysis, canonical correlation analysis, and multiple regression analysis to analyze data by using SPSS and SAS program. The results indicate that perceived marketing mix elements and brand equity are significant correlative. In addition, the relationship between perceived marketing mix elements and brand equity will be influenced by product involvement. Finally, the different product involvement will cause different relationship between perceived marketing mix elements and brand equity.