| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系所 === 106 === Student ID：N10550022 Total Page：224 Title of thesis：The Study of Brand Equity and Revitalization – A Case Study for Hualien Brand Tzen-Chi Moa-Chi
Name of Institute：Department of Agribusiness Management, National PingTung University of Science and Technology
Graduate date：June, 2018 Degree Conferred：Master
Name of student：Chun-Long Tung Adviser：Dr. Yeong-Shenn Lin
The contents of abstract in this thesis：
This research will be based on Keller(1993) brand equity model to analyze the Tzen-Chi Moa-Chi brand in Hualien. This study will adopt the in-depth interview of qualitative research. We pick out thirteen who are brand establish key person, employees and customers. Then we analyze the results by content analysis. And find out the different from the brand knowledge of them thought.
The results of this research, customers can recognize Tzen-Chi Moa-Chi brand, but there are some confused brand in Hualien. The types of Tzen-Chi Moa-Chi brand main association is product-related. The young customers often help the family and friends to buy. The employee brand equity are different thought in interview. Finally, this research based on Keller(1993) brand revitalization model to propose strategy for Tzen-Chi Moa-Chi brand.
Keywords: Brand Managerment, Brand Equity, Employee Brand Equity, Brand Revitalization, Tzen-Chi Moa-Chi Brand, In-depth Interview, Content Analysis
|
|---|
