Brand Assets and Perceived Consumption Values with Market Performance－An Exploratory Study on Multinational Cleaning Manufacturing Companies

• Main Authors: Chui-Yeh Chiang, 江垂曄
• Other Authors: Kwang-Cheng Chang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/85118740322881132852

碩士 === 中原大學 === 企業管理研究所 === 94 === In our daily life, cleaning products provide people with convenient and clean environment. Because of competition, cleaning manufacturing companies often emphasize that brands need to develop variable and fit strategies to attract and meet demand of their customers. With strong advantages, outstanding brands can receive higher market share and selling profit. Based on the literature review and empirical observation, the purpose of this study was to specially understand the relationships among brand assets, perceived consumption values and market performance in cleaning manufacturing industry. This dissertation also adopts different company nationality and product category as the context variables to analyze the relationship among the three variables. This research framework was established by the relevant literature review. From this point of view, this proposed model was tested across four cleaning manufacturing companies in Taiwan (Procter＆Gamble, Unilever, Kao, and Kang Na Hsiung). And focus on their main brands including eight items: Whisper, Head & Shoulders, Dove, Bailan, Asience, Attack, and Carnation (sanitary napkin and wet tissue). This research used the method of depth interview and practical observation to evaluate every research item. The conclusion of this research are summarized as following: 1.Companies can be increased market performance by establishing brand assets. 2.Market performance will be influenced by different perceived consumption value. 3.Company nationality is not significantly affect market performance. 4.Product category is the main factor to influence market performance. 5.Larger-scale cleaning manufacturing companies have more competitive advantages.