| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 93 === Presently, culture and creativity emerge in the business environment of Taiwan, so the policy issued by Council for Cultural Affairs proclaims are clearly: Culture and creativity are two major decisive factors to create the wealth and employment opportunity. Culture and creativity formed under knowledge economy system can impel enterprises to accumulate the wealth accompanied with market share. Adding customer-orientation and creating brand equity can get more support from consumer to obtain profit. Therefore, the study employs customer based brand equity as the dependence variable to test relationship between cultural values and drink creativity and discuss the association with customer based brand equity. Via documents review, we see that the previously studies on customer based brand equity are omissioning the cultural value and creativity as social factor for discussion, therefore the study particularly emphasize this topic and explore further.
After considering the historical document and accompanied with Focus Group interview, We develop questionnaire for tea-drinking culture, drink creativity and customer based brand equity. We check at random in accordance with four major geographical district proportions of people in Taiwan. The samples interviewed are those who consumed tea drinks more than half year. At last, we retrieve 830 effective questionnaires and carry on relevant statistical analysis, in order to verify the assumption.
The result shows, both cultural value and drink creativity show association with customer based brand equity. There is relationship between cultural value and drink creativity. The both items also exists relationship with customer based brand equity. According our research, tea drink brand equity is deeply affected by cultural value and drink creativity, so we cannot just the marketing utility simply considering cultural value or drink creativity.
According to the study, we suggest the owners who propose the tea-beverage industry can participate in the national development policies and make the traditional beverage industry develop and become one of the life creativity industries. Using marketing communicative skill of cultural value and plural creativity can create the brand knowledge on customer foundation for tea-beverage business.
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