| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 92 === Brand equity appears as a highly important concept in the literature due to the competitive advantages conferred by strong and successful brands. This paper reports a study integrates two separate frameworks proposed by Cobb-Walgren et al. (1995) and Faircloth et al. (2001) as the conceptual framework. This empirically tests the effect of the antecedents of brand equity (brand attitude and brand image), and the effect of this brand equity in terms of its consequences (brand preference and purchase intentions).
Unlike previous researches, this study concentrates on service brands, selecting 18 from three service categories – bank credit cards, mobile telecommunications, and ADSL service providers. In order to conduct a study on the customer’s perspectives, a 37-item survey questionnaire was developed and was applied identically to all respondents.
A structural equation model (SEM) was presented and when tested showed a good fit with the integrated framework, and supported the following significant positive effects. These effects were tested by the five path parameters between concepts which were all significant at the 0.05 level.
1. Customer Brand Attitude on Brand Image.
2. Customer Brand Attitude on Brand Equity (i.e. higher levels of customer’s positive brand attitude would generate higher levels of brand equity).
3. Brand Image on Brand Equity.
4. Brand Equity on Brand Preference (i.e. Brands with higher brand equities experience higher levels of customer preference).
5. Brand Preference on Purchase Intentions (i.e. Customers with a higher preference toward a brand would possess higher purchase intentions).
In summary, the impacts of brand image and attitude on brand equity, and the impact of brand equity on customer preference and purchase intention, are confirmed by these results, tending to validate the proposed framework.
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