Customer-Based Brand Equity–The Empirical Evidence on Mobile Phone Market

• Main Authors: Chung-wen Chang, 張仲文
• Other Authors: David D.C. Tarn
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/15112681438945402680

碩士 === 義守大學 === 管理研究所碩士班 === 94 === In marketing activity, the subject of how to build and maintain the brand, has been paid more and more attention. Lots of enterprises regard brand as its important business assets. Therefore, in the competitive market, it is important that how to make consumers understand the brand of the manufacture, and have needs and wants to the brand. However, the experts who defined the brand equity are different. So it has to need a definition of merger research, in order to strengthen the value of the brand equity. At the same time, most of the brand equity is based on manufacturer''s view, but Keller (1993) Defined the brand equity is based on consumers'' view. It always regards for that customer-based brand equity is the stimulus from the reflection of customer that feels the marketing of brand, and will displays on the difference result of the brand knowledge. Moreover, this research uses customer-based brand equity, that when the consumers want to build customer-based brand equity, they must know the characteristic of the brand salience, brand performance, brand imagery, consumer judgments, consumer feelings, and consumer resonance. It is also to carry on the empirical evidence that understand the cognition of consumer of the mobile phone brand. From the point of view, this study model was tested, and focused on the consumers who ever know the brand of mobile phone, 320 consumers were requested to answer the questionnaire and the effective respondents were 316 sets. The conclusions of this research are summarized as following: 1.The brand salience is significantly affecting the brand performance and the brand imagery. 2.The brand performance and the brand imagery are significantly affecting the consumer judgments and the consumer feelings. 3.The consumer judgments and the consumer feelings are significantly affecting the consumer resonance.