A relational survey on Brand Strategy, Brand Experience, Brand Equity, and Brand Performance –Digital Camera Industry as the empirical epitome

• Main Authors: Meng-Yun Tsai, 蔡孟筠
• Other Authors: 胡同來
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/umd6b8

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 98 === In these years, as the society changes rapidly and the economy shifts hastily, consumers no longer focus on the needs or the function of the products. Instead, they rely heavily on the value-added function as well, such as the stylish ID and brand value. The purchase experience and habit undoubtedly leads to brand association and loyalty. Except product itself, consumers also give much weight on invisible value, such as favorable brand experiences, whereas it entails not only the product spec and features, but also carefully-designed brand strategy of creating positive and deep-dive purchasing experience. Based on below concept, this research takes into consideration that whether invisible value can strongly affect consumers’ purchase decision. In turn, corporate can count on it as guiding principle when setting a product strategy. This research, hinged on the literature review and relevant studies, explores how to radically raise the business performance by brand management, as well as how to build up the advantage among the tough competition, in order to run the business as long as possible. The digital camera market is analyzed by various inter-connected factors, such as brand strategy, experience, equity, and performance. The DC consumers in Taipei are chosen as the subject of the research, through the methodology of questionnaire linear structure model, to examine the interrelated concepts of brand strategy, experience, equity, and performance, which in the long run result to substantial benefit in sales. This research takes the industry of digital camera as the experimental subject. Research findings consist of significant and positive correlation between brand strategy and equity, between brand strategy and experience, and between brand equity and performance. However, there is not significant and positive correlation between brand experience and brand performance. Contribution of the findings can provide reference for corporate in related industry, anticipating a beneficial effect on marketing strategy.