Exploring the impact of consumer lifestyle on brand equity – A case study of facial-mask product

• Main Authors: Lin, Min-Chao, 林敏超
• Other Authors: Tien, Han-Kuang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/snsn3a

碩士 === 中國文化大學 === 企業實務管理數位碩士在職專班 === 105 === 　　The purpose of this study is to examine the relevance of consumers' "product knowledge" to "brand equity". And the consumer "lifestyle" as a disturbance variable, to explore the consumer "lifestyle" on the consumer's "product knowledge" and the enterprise "brand equity" is a significant interference. This study takes the office workers in Taipei, Taiwan as the research object, including the New Taipei City, China University of Culture Promotion Department from all walks of life students. In this study, 350 questionnaires and 297 valid questionnaires were sent to consumers. The empirical results were: 1. "Product knowledge" had a significant impact on "brand equity". 2. "Life Style" has some significant interference effects on Product Knowledge and Brand Equity. 3. There will be some significant differences in the "brand equity" between the consumers of the "life type".