The study of customer-based brand equity model

• Main Authors: Yung-Chuan Chu, 朱勇全
• Other Authors: Dau-Chao Chang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/71764061893640012079

碩士 === 東海大學 === 企業管理學系碩士班 === 93 === Many of Taiwan Enterprises engage in manufacturing and OEM’s value activities. Facing of Profits are more and more less situation, many companies decide to have its own brand. It enhances the importance of brand equity studies. Only Aaker and Keller have development more complete conceptual structure for brand equity. Aaker’s structure indicates efforts on brand awareness, brand image, perceived quality and brand loyalty can enhance the brand equity. But Aaker’s structure is more difficult to explain the interrelationships between these constructs, and how these construct to form brand equity. On the other hand, Keller’s customer-based brand equity model considers how to build a strong brand from consumer’s perspective. By steps of brand identification, band meaning, brand response and brand relationship depicts a decreasing-ladder relationship between brand equity’s constructs and explains how these construct to form brand equity. In addition, this model already has measures, so adopted by this paper. Since 1993 year Keller brought customer-based brand equity (CBBE) conception, 2001 year proposed CBBE model and 2003 year development measures; there is no empirical study demonstrated CBBE model. The purpose of this paper is explored empirical customer-based brand equity model in high involved product environment. The samples of this study are 410 users of notebook, car and digital camera. Empirical result supports customer-based brand equity model in high involve product environment and has a decreasing-ladder relationship between brand identification, brand meaning, brand response and brand relationship. Among the relationships of customer-based brand equity model’s variables, there is no difference between Strong brands and weak brands. But strong brands have higher point than weak brands in customer-based brand equity model. Compare with the associations of brand performance, brand imagery associations have more importance in customer-based brand equity model. Suggest future research can work together with the specific companies to obtain customers’ name list and the brand’s financial performance datas, connect CBBE with other brand management concepts or tools, or discuss the effects from background variables, enhance CBBE model’s explaining abilities and applications.