The Research of Band Equity of Original Manufacturer as a Moderating Role in the Relationship between Perceived Price and Purchase Intention.

• Main Authors: Szu-Hua Ho, 何思樺
• Other Authors: Tai-Ning Yang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/54112758379062714104

碩士 === 中國文化大學 === 國際企業管理研究所 === 95 === When one factory decided to launch the OBM products in the market, it had to face much competition, which came from how to balance OEM and OBM and how to make perfect marketing strategies to win also. It often depended on if they have excellent study abilities and promotion channels. In other words, they need have high performance in Market 4P’s: Product and Place, which hold by original manufacturers and then should be transfer to OBM factories now. However, our study hopes to know more about the relationship between the brand equity of original manufacturers and OBM pricing strategies, and try to distin-guish the difference of pricing strategies between OBM products and others. The results found that perceived brand awareness is with positively related to per-ceived quality of OBM products and even to improve the predict ability of perceived price to perceived quality. This reflects that OBM factories could use brand equity of original manufacturer not only to build strong brand quickly but increase the efficient of marketing strategies also. Key Words: Perceive Price, Brand Equity of Original Manufacturer, Perceived Quality, Perceived Sacrifice, Perceived Value, Purchase Intention, OBM and OEM.