| Summary: | 碩士 === 德明財經科技大學 === 服務業經營管理研究所 === 99 === The main purpose of this study is to realize the knowledge management and brand equity on the influences of marketing performance towards one of the Japanese brand of the automobile firms, and This study applies Convenience Sampling on the sample matrix, and uses Structural Equation Modeling (SEM) to verify its overall model and to assess the modeling fit of Structural Model and Measurement Model. The results indicate: Knowledge management has significant positive effects on marketing performance. Brand equity has positive effects on marketing performance, but not significant. The results, therefore, can not only provide the firms to realize the importance and the benefits of knowledge management when executing it, but also can provide the references for the related firms when making decisions.
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