A Study on Brand Strategy, Brand Image, Brand Equity, and Brand Performance –An Empirical Everyday Products Industry
| Autor: | Yu-Ting Sung, 宋瑜婷 |
|---|---|
| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 With the improvement of living, People are willing to enhance their quality of life. While consumers face various products, the brand gradually become a goal they pursued. Urde (1994) poined out, the difference among produts tend to become smaller. If just rely on the superiority of the product can not win in the market, the brand has become the key to survival and growth. Therefore, brand building and management not only the main reason the company runs their business, but it can also enhance the critical competitive advantage. This study will be discussed by the relevant documentation, integration and related works of the past academic research. This research has developed a brand strategy, brand image, brand equity and brnad performance relationship and theory framework. On the basis of the analytical framework and the developed operational model via AMOS, and the data which collected from questionnaires survey in the Taipei city and Taipei County to carry out the empirical test. The most significant findings are as following: 1.There is a significant, positive correlation between Brand Image and Brand Performance. 2.There is a significant, positive correlation between Brand Equity and Brand Performance. 3.There is a significant, positive correlation between Brand Image and Brand Equity. 4.There is a significant, positive correlation between Brand Strategy and Brand Image. 5.There is not a significant, positive correlation between Brnad Strategy and Brand Equity. The survey takes the everyday products industry evidence on the relationship between the different variables. Besides, this research is expected to provide some suggestions for improving brand strategy to get brand performance. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|