| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 99 === In an increasingly competitive environment, the brand has become a corporate marketing, create and maintain differences in formation and thus and essential element of profit, the brand is a sign that can distinguish other attached products, the information including the company’s image, product quality and service commitment.
Therefore, brand building as a very important thing, because it can successful create difference products and services than competitors. However, the process of corporate brand marketing and competitors differ in how thy allow consumers to know which of the profound massages, this study first by the brand and the brand equity of the relevant literature, customer – based brand equity brand awareness, brand association and brand response for the main research dimensions, and add the variables in the front element of the marketing communication of advertising, then through collation the four dimensions of the relevant literature, development of scales to measure various of dimensions.
This study questionnaire in north and central metropolitan area of Taiwan consumers for study, questionnaires were collected 472 points, followed by the use of SPSS software applications and Lisrel software for this study, the reliability and validity verification, the final results is (1) coffee emotional advertising appeals help to increase brand awareness and through high awareness that let buyer can produce a strong brand association and positive brand response；(2) coffee products with strong brand association allows consumers to produce more positive response. Finally, the studies bring up management implications and recommendations made as a coffee brand to execute brand making reference in marketing decision.
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