A Study on Communication Strategy, Brand Strategy, RelationshipTrust, Brand Associations andBrand Performance –an Empirical Real Estate Agents

• Main Authors: Tien-Anh Dao, DaoTienAnh
• Other Authors: 胡同來
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/sxk265

碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 100 === The rapid growth of Taiwan’s economy leads to the foundation of numerous domestic Real Estate Agents. In particularly, due to many foreign Real Estate Agents have entered Taiwan market after the nation joining WTO, the competition within real estate broking market has became more severe. That why a strong brand is necessary for any company in order to get salient in the market. However, the knowledge about Real Estate Agents brand is deficient for professional in practicing. According the problem mentioned above, this study discusses about the relationship of Communications Strategy, Brands Strategy, Relationship Trust, Brand Associations and Brand Performance, in the theme of Real Estate Agents. The study applies AMOS statistical analysis software to analyze Structural Equation Model (SEM) for building model and making data analysis. This study reveals the Communication strategy affects the Brand Performance with the Brand Associations and Brand Strategy as a mediate variance. Besides, because of the characteristics of output product of Real Estate Agents is high involvement, the Relationship Trust affects the Brand Performance insignificantly in this study.