A Study on the Effects of Marketing Activities and Corporate Image on the Relationship between Brand Equity and Brand Value Chain

• Main Authors: wei-TA Li, 李韋達
• Other Authors: Wen-Chang Fang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/38146612314738353886

博士 === 國立臺北大學 === 企業管理學系 === 93 === In many studies on brand equity, numerous attempts have been made by scholars to build a systematic and integrated construct (Ambler, 2000; Keller and Lehmann, 2001; Shervani and Fahey, 1998) in order to examine the relationship between marketing activities and brand value more inclusively. These researchers considered that the brand value could be created though appropriate marketing activities such as advertisements, promotions, public reports and distribution channels. Keller and Lehmann (2001) proposed a Brand Value Chain (BVC) model, which explained the implication of every step of brand equity and how every value steps were linked together, to enable both academia and companies to create a more competitive marketing strategy. This study intends to investigate the following questions: (1) The effects of marketing activities or corporate image on brand equity. Whether different dimensions of marketing activities or corporate image will have different effects on brand equity? (2) Will the effect on brand equity differ when different dimensions of marketing activities and corporate image are combined? Do single affective factor and multiple affective factors contribute to brand equity differently? (3) How various affective factors can be combined to rebuild the brand equity when corporate image receives bad social evaluation because of negative events? (4) How to build the Brand Value Chain model for national brand and private brand? This study reviewed previous studies on brand equity in an attempt to conclude the causative relationships. First, the experimental design was constructed in which different affective factors were manipulated to investigate the possible equity level differences in every customer mind-set brand equity dimension. Second, the author proposed an integrated brand value chain model, which was the empirical research construct of this study, and took a close insight into the brand value chain of both national brand and private brand and compared their construct differences using Lisrel model analysis. The results of this study reveal: (1) The causative relationship between brand affective factor and brand equity construct. Product advertisement that focuses on individual product and promotion activities that involve gift giving and price discount both have significant effect on brand equity construct. Meanwhile, a corporate image that emphasizes its managing capability and its role as a citizen in social events also indicates significant difference in equity construct. This result clearly shows the existence of causative relationship between different affective factors and brand equity construct. (2) The difference between different types of brand and their brand equity chain models. Both national brand and private brand are examined with the brand value chain model proposed in this study and the regression coefficient values of every construct show their mutual effects. The regression coefficients of both brands in every construct differ significantly, indicating that different brand has its unique brand value chain model.