品牌聯盟對品牌權益之影響--以網路購物為例

• Main Author: 趙欣宜
• Other Authors: 王又鵬
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/25114331854883333096

碩士 === 實踐大學 === 企業管理研究所 === 89 === The importance of brand equity has always greatly valued by enterprises around the world. To differentiate it’s own products and increase public awareness, firms will form a strategic alliance with other brands, to use the publicity of the alliances, firms can ensure the quality of their own product or to promote their brand image and increase popularity. The purpose of their research is to discuss the impact to brand equity when firms form strategic alliances to launch new products through internet. The result will be applied for building brand equity in using brand alliance strategy. Therefore, this research randomly distributed questionnaire via internet targeting internet users, result to 323 effective samples. The results indicate that the Brand equity will be effected by the type of brands alliance websites and also by their popularity. The icon indicating the safety of internet transaction will increase brand equity for consumers when facing different strategic alliance websites.