A Study of the Determinants of Bookstore Brand Equity

• Main Authors: Cheng-Yang Lee, 李承陽
• Other Authors: Yuh-Chang Wei
• Format: Others
• Language: en_US
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/36505031987981548286

碩士 === 南華大學 === 出版事業管理研究所 === 92 === 　　Bookstore plays a every important role in marketing channel of publishing , and brand is the key to support enterprises to survive and grow up. Hence bookstore has to value more the concept of brand and take brand equity as main strategy of marketing. The research reorganizes the brand equity with store image and examines the determinant of bookstore customer-based brand equity. 　　 The research supports the following finding with principal factor analysis: 　 1.The determinants of bookstore brand equity are product & service quality, bookstore customer loyalty , bookstore functional image , Bookstore environment quality , bookstore corporate image and bookstore awareness in sequence of influence force to weakness. 　　 2.The product & service quality is more important then the others to bookstore brand equity. 　　 3.The customers of chain bookstore are more attach importance to bookstore environment quality, bookstore corporate image and bookstore awareness than the customers of independent bookstore.