Measuring Brand Equity with Conjoint Analysis－A Case Study of the Passenger Car Rental and Transportation Industry

• Main Authors: Chiao-Hsuan Yang, 楊巧萱
• Other Authors: Li-Chung Jen
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/kycw6y

碩士 === 國立臺灣大學 === 國際企業學研究所 === 105 === In recent years, Uber started quite a stir in the industry of passenger car rental and transportation in Taiwan. There are conflicts between government and taxi drivers because of the different restrictions and regulations. Uber shocked the industry by applying the new technology to passenger car rental and transportation services. This research aims to discuss whether Uber brings better brand equity with the help from the new technology application. This research is based on the traditional method of Conjoint Analysis to discuss the product utility to the consumers. This research looks in to the most important factor that matters to customers, and by applying Conjoint Analysis this research could offer future application of the product attribute. This research also examine the brand equity of the brand discussed in the essay.