An Empirical Study of Critical Factors Affecting Brand Equity

• Main Authors: Chen, Hsiao- Yuan, 陳筱媛
• Other Authors: Wei, Wen-Chin
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/51929524089852233250

碩士 === 大葉大學 === 事業經營研究所 === 97 === Consumers in the face of the pursuit of differentiation and customization of the environment, the brand has become the most competitive weapon, more and more attention to consumer brand equity management services which can be found most of the early scholars to brand equity directly and products linked together, some scholars have noted that very little brand equity of the service sector, research by a number of products and services, we can see there are indeed gaps, particularly in the user's personal perception of the relationship between the purchase and their service(Good, 1990). How to build a consumer brand recognition, the establishment of both a positive, successful and trustworthy relationship between the brand become a corporate marketing strategy to develop the critical factors. Watson's well-known "I dare to swear, the Watson's cheapest" and " Expensive refund twice the difference ", the Watson's high-profile and high-decibel shouting their prices strong run promotional activities, as well as the promotional advertising of all kinds of prices, continue to appear in the advertisement or other communication media, time and again to inform consumers of their exclusive promotional value of goods, set off in the market price effect of the storm bursts. Therefore this study cosmetic shops choose to use Watson as a leading advertising and price promotions to explore the measure of brand equity. When an effective marketing communication is established, consumers will be turned into consumer’s brand loyalty, as well as purchasers of long-term portfolio to enhance the effectiveness of the company's brand, so a positive impact on brand equity. Therefore, this study was that the marketing strategy to communicate the overall brand equity is a key element of strategy. In this study, the consumer's point of view, the use of structural equation modeling (SEM) to explore advertising, price promotions, the causal model of brand equity. Display advertising and marketing communication of promotional prices on brand equity dimensions of the impact. In this study, convenience sampling, a questionnaire issued to consumers and statistical analysis, research findings were as follows: When companies engage in brand advertising increases, consumers will have positive brand equity contribution; when companies engage in price promotions brand increases, consumers will have a negative brand equity contribution.