The Relationship Among Firm's Response Strategies, Persuasion Effects, and Brand Equity Regarding Negative Product Information
| Autor: | Cheng-Min Chen, 陳正民 |
|---|---|
| Rok vydání: | 2003 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 91 The purpose of this research is using persuasion effect to identify the relationship among negative product information, firm’s response strategies and brand equity .According to the discussion of related literature, this research divides negative product information forms into news, e-mail and advertisement and firm’s response strategies forms are divided into refutation, ambiguity, responsibility and no comment. Furthermore, this research studies the high and low level brand commitment consumers. Using a 3×4 experimental design, discusses the influence of negative product information and firm’s response strategies on brand equity. Research object is Extra chewing gum. Undergraduate students are recruited as research subject via convenient sampling, result 863 efficient samples. The results indicate that different negative product forms and firm’s response strategies have significant impact on the persuasion effect, which show positive relationship significantly with brand equity. Finally, the different brand commitment level will influence the relationship between persuasion effect and brand equity. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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