| Summary: | 碩士 === 靜宜大學 === 企業管理學系 === 103 === Past studies put more emphasis on how to enhance brand equity of B2C, and less on that of B2B. The primary focus of this research is about in a B2B condition, how Instrument Technology Research Center’s image, and old clients’ word-of-mouth referrals would impact brand equity. Brand awareness is the mediator in this study, which is investigated to see how it affects the 3 factors that contribute to brand equity: Instrument Technology Research Center’s image, customized service, and old clients’ word-of-mouth referrals. The 152 subjects in this study are from Instrument Technology Research Center’s current and potential clients. Through structural equation modeling analysis, it is found that research institute’s corporate image, customized service, and old clients’ word-of-mouth referrals are beneficial to enhancing brand awareness; also, brand awareness has positive correlation with brand equity. However, research institute’s corporate image, customized service, and old clients’ word-of-mouth referrals do not directly contribute to brand equity improvement. Enhancing brand equity could be achieved only through brand awareness.
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