| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 90 === ABSTRACT
The aim of this research is to offer an overall model of brand equity consisting the causes (brand awareness with brand association, brand loyalty, and brand attitude) and the effects (brand preference and purchase intention). A comprehensive framework was developed based on the previous researches.
This study selects twenty-two diversified products from four product categories for the purpose of our empirical study. A survey questionnaire with 36 statements was developed to judge the opinion of college students and graduate students. In each questionnaire, respondents are asked to have their evaluations on the photographs with similar products from three different brands. The similar questionnaires are developed for each product; thus, totally twenty-two questionnaires with sixty-six brands were developed.
Research conclusions are as follows. First of all, higher brand attitude would result in higher brand equity, and consequently significant impact on brand preference and brand equity. Secondarily, when the brand awareness with brand association in their mind is higher, consumers could get higher attitude toward a brand. While brand awareness with brand association in customers’ mind is higher, they would have higher loyalty toward a brand. Thirdly, brand attitude is more effective to develop brand loyalty. Higher brand attitude would cause higher brand preference. Consumers would be more willing to purchase the product while they get more brand preference to the product. Fourth, brand loyalty would make a positively significant influence on brand preference. Finally, brand loyalty and brand awareness with brand association have positive effects on brand equity for nondurable goods but not for durable goods.
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