Measuring Customer-based Brand Image: An empirical investigation by Mobile Phone

• Main Authors: Arnold L. Lin, 林永樑
• Other Authors: 周文賢
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/37882404804860341963

碩士 === 國立臺北大學 === 企業管理學系 === 93 === In recent years, the research on brand image has gained more and more attention in both the academia and business world; however, most of the studies were exploratory or just aiming at some specific product or store. Since those studies did not propose a general model for measuring brand image, this paper is going to use Taiwan’s mobile phone business as a sample and build a systemic model for measuring brand image. In the model, the source of brand image is an input, the Brand Asset Valuator is a process, and the brand loyalty is set as the output. In this paper, the author performs Structural Equation Modeling to test his assumption and obtains a successful result that shows good reliability and goodness-of-fit. Besides, he also evolves Brand Power Grid to position current mobile phone brands in the market place, and suggests a company can increase brand royalty by strengthening product image and enterprise image to build a strong brand strength and brand stature. He reminds proprietors that not only should they focus on product itself and enterprise’s services, but also try to make more positive images on social responsibilities, which is significant to build brand image for getting loyal customers. He also suggests that in the future study, the case can be investigated again; and then we can compare the cases in the two terms to know whether the brand image of mobile phone is up or down in the market, and we can also test this model with loyalty and market share rate to get the effectiveness for long.