| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 97 === For the academia and practical world, branding research is always a popular
topical. In Taiwan, TV programs are extremely general media. Thus,how to strengthen
customer response and build up brand management is the most important subject.
Therefore, the purpose of this research is to make sure the influence of customer
response in managing brand.
This research is to analyze the successive brand and relationship of customer
response. This research’s object is focus on teenager and the valid sample is 395.
Using MDS method to analyze the internal variation, and verifying it by questionnaire
and then giving practical and academic suggestions.
The conclusions of this research are as below:
1.On the aspect of personal information, the most likely factors to the influence of brand recall, organizational association, brand loyalty and customer response are level of education, age and frequency.
2.Brand awareness has a positive correlation with brand association；Perceived quality has a positive correlation with brand loyalty.
3.Brand awareness, perceived quality and brand loyalty are positive correlation with brand extension.
4.Perceived quality and brand loyalty are positive correlation with wom effect.
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