A STUDY ON THE RELATIONSHIPS AMONG MARKETING MIX ELEMENTS, BRAND EQUITY, AND CUSTOMER LIFETIME VALUE

• Main Authors: Chun-chao Liao, 廖俊昭
• Other Authors: Hao-erl Yang
• Format: Others
• Language: en_US
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/40284553481008614786

碩士 === 大同大學 === 事業經營學系(所) === 92 === The building of a brand dates back to ancient Egypt. In the 18th century, the concept of the brand developed substantially. The purposes of building a brand then were to enrich the brand image, and it was not until 1991 when Aaker published his book entitled “Managing Brand Equity” that the overall concept of brand equity formally appeared. At present, when buying a product, most consumers pay attention to not only its practical functions, but also its brand name as a measure of selecting a product. Besides, most treasured capital in the company is loyalty customers and the brand would affect the loyalty and satisfaction. Due to that, the other purpose of this research is to find out the element of brand equity and then build customer lifetime value. Finally, how to utilize marketing tools to devise a strategy for brand equity management and build customer lifetime value is what this study wants to achieve in this research. This student uses structural equation modeling (SEM) to evaluate the relationship among marketing mix elements, brand equity, and customer lifetime value. According to this study, when customers chose the brand, they also purchase the value of brand. Manager must use marketing mix elements accurately to operate and manage brand. Thus they can increase customer’s loyal, customer lifetime value, and raise their profit. Since advertisement has important influence in buying decision of customers, we can increase the loyalty of brand by advertisement, and therefore they can develop new customers and maintain loyal customers. In order to rise and build strong brand equity efficiently, managers must invest in the advertising spending, through the retailer to distribute the products, and reduce frequent use of price promotion. Price promotion will bring a feeling of bad quality so it cannot raise the brand equity. Although it has benefit in short-run by price promotion, it may be not accord with high-quality impression, and will reduce brand equity in the long- run. The manager should not use the prices promotion; they should invest in the advertisement to develop the brand equity.