The Effects of Brand Image, Channel Type and Consumers’ Characters on Brand Equity-An Example of Women’s underwear

• Main Authors: Yang,Ying-Chuen, 楊迎春
• Other Authors: Liaw Gou-Feng Ph.D
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/93378684336685613218

碩士 === 輔仁大學 === 織品服裝學系 === 95 === The women’s underwear market is hotly competition in Taiwan. Because female care underwear's brand loyalty than coat, and the fact to control the channel is to create the benefit, therefore the proprietors pay attention to brand image and channel structure. So, This object of study is women’s underwear. We want to know brand image and channel type to brand equity affect by consumer view point. This study takes 2*2 item to be the experiment designs and selects 100 participants. The aim is to classify brand image attribution and channel type analysis for representatives of underwear brands in Taiwan. According to the foregoing conclusion, the study proceeds a large scale of quantification questionnaire. The purpose is to understand the main effect and interactive effects of dependent variables of brand equity in brand awareness, brand loyalty, perceived quality and brand associations by means of control two independent variables of brand image and channel type. And consider consumer’s characteristics in population statistics variables in order to clarify influence factors. The study has the following conclusions: 1, Functional brand image to brand equity in brand awareness, brand loyalty, perceived quality and brand associations is higher than perceptual brand image. 2, Substantiation channel to brand equity in brand awareness is higher than fictitious channel, but substantiation channel and fictitious channel to brand loyalty, perceived quality and brand associations are not phenomenal. 3, Different consumer characteristics to brand image, channel type and brand equity possess disturb effect. This study not only testifies hypothesis but also collects the facts to be the reference. The reference could be helpful for academic world and business practice.