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題 名 | 品牌資產創造影響因素之研究--我國資訊電腦自有品牌廠商實證分析=The Research of Antecedents of Brand Equity--An Empirical Analysis of Own Branding and Manufacturing Firms of Computer Products in Taiwan |
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作 者 | 鄭仁偉; 杜啟華; 胡惠玟; | 書刊名 | 企業管理學報 |
卷 期 | 47 2000.08[民89.08] |
頁 次 | 頁81-106 |
分類號 | 471.5 |
關鍵詞 | 品牌資產; 公司資源能力基礎; 產品特異性; 品牌形象; 線性結構模型; Brand equity; Corporate resources-competence based; Product sophistication; Brand image; LISREL model; |
語 文 | 中文(Chinese) |
英文摘要 | This study explores the effects of corporate resources & competence 、 product sophistication and brand image on brand equity.The results of this study are that corporate resources can not directly effect brand equity, it has to go through product sophistication or brand image to indirectly effect brand equity. The relationship of corporate resources and product sophistication is more significant than the relationship of corporate resources and brand image; this means firm should be customer-oriented to manufacture products. The relationship of brand image and brand equity is more significant than the relationship of product sophistication and brand equity; this means firm should focus on establishing favorable brand image to enhancing customer's confidence in their purchasing decision. |
本系統中英文摘要資訊取自各篇刊載內容。