| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 94 === Brand eauity has always be the topic for discussion in marketing because it contributes lots of opportunities for consumer researchers to provide value insights and guidance. Most of the researches about brand equity are based on product, rarely from consumer-baesd point. This study is to explore the measurement of brand equity and the relationship among brand equity, perceived risk, brand value and buying intention from the customer-based point of view. Based on literaturereview, this research inferred the source of customer-based brand equity including functional attributed-based and nonfunctional attributed-based. Furthermore, this study uses customer-based brand equity representing the profits side and perceived risk representing the sacrifice side to explore their effect on consumer buying intention. Total 400 questionaries are portioned out to consumers who has ever buying product or servied form Eastern TV Shonning channel. We take LISREL 8.57 as statistical tool to conduct confirmatory. Theoretical conclusion and practical implication for the study as discussed as follows:
1.The function-quality association and brand-experience association of consumer-based brand equity has significantly oppositive effect on perceived risk.
2.The function-quality association, brand-experience association and symbolic association has significantly positive effect on perveived value.
3.The perceived risk has significantly oppositive effect on buying intenion and the perceived risk has positive effect on buying intention.
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