An Empirical Research of Brand Associations, Brand Attributes and Brand Benefits

• Main Authors: Hsu-Han Tang, 湯絮涵
• Other Authors: Wen-Hung Wang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/10168623980179675457

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 97 === As a saying goes, “Marketing is Branding.” Brand is becoming an enormous intangible asset. Many enterprises and institutes build their brand to make clear image. When an enterprise adopts brand strategy, it usually takes consumer behavior as consideration. The purpose of this study is to discuss relationship between brand characteristics and consumer value. In order to analyze brand attributes and brand benefits, this study first designed an analysis framework according to Keller’s (1993) brand equity. Following, higher-order confirmatory factor analysis (HCFA) was applied to confirm separate constructs of brand attributes and brand benefits. Finally, this study used path analysis to prove the casual relationship between brand attributes and brand benefits. Results indicate that: 1. The result of confirmatory factor analysis corresponds to Keller’s (1993) conceptual framework. 2. The influence of both brand intrinsic attributes is higher than that of extrinsic brand attributes. 3. Brand personality and brand imagery have good explanatory ability for extrinsic brand attributes. 4. Experiential benefits and functional benefits have good explanatory ability for brand benefits. 5. Brand attributes have positive and significant influence on brand benefits.