A Research into the Relationship Between Store Brand and Brand Performance- Case Study of Taoyuan City
| Autor: | C. Y. WAN, 萬覺英 |
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| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 From 1980th, the markets in Taiwan have more and more store brand on retailer; the store brand product has becoming tendency. This store brand has to competing with the other national brands; however the store brand's management different from the general brand. So the retailer and general merchandising store also play the role of the store brand product successes or failure key. Therefore develops store brand is one of many strategies of rising profit. In the pass, it mostly takes about consumer, brand and store brand strategy as the research subject, is not many regarding exploring the relationship between store brand and brand performance. We colleted general merchandising store, convenience stores, supermarket and Cosmeceutical shops in Taoyuan, and provides 190 questionnaires, the result of this study, the “income” has the negative influence to performance, the “elderly people”, “education level”, “EDLP strategy”, “category expertise” and “push promotion” have positive influence. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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