The Influences of Sub-brand , Brand Association and Brand Preference on Brand Equity －An Empirical Study of Fashion Industry

• Main Authors: Hsiao-Fang Lin, 林筱芳
• Other Authors: Fu-Fang Chang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/51390500314314121983

碩士 === 實踐大學 === 企業創新發展研究所 === 93 === ABSTRACT This study attempts to make use of the theories of the sub－brand, brand association and brand preference conferring that the influences on brand equity of fashion industry, and expecting to have the contribution to brand equity of fashion industry. Sub-brand, brand association and brand preference are the most important characteristic in this study. And the brand association is divided into product association and organizational association in this study. In order to constructing the influence on brand equity of fashion industry, and put forward related hypotheses. In addition to considering literature review, and observing and visiting empirical case study that compose two inferences becoming hypotheses of this study. In order to verify hypotheses and inferences, customers who are sensitive to domestic and foreign brands of fashion industry are recruited as research subject via convenience sampling, result to 426 efficient samples. According to empirical study, three main hypotheses, including sub-brand, brand association and brand preference have significant impact on brand equity. Due to the influences on brand equity of fashion industry in this study, including sub-brand, brand association and brand preference theories. Hence, in order to know that different theoretical constructs effect on brand equity of fashion industry how degree explainable ability. Further more, comparing with different R2 in different models in this study. The results indicate that whatever view of sub-brand, brand association and brand preference to brand equity of fashion industry have quite level in explainable ability. It means these three hypotheses have the same important reason influences on brand equity of fashion industry. This research is in accordance with the structure of theories and empirical results, proposing how to apply it on enterprises and giving advice to following researches.