The Effects of Brand Image, Channel Type and Consumers’ Characters on Brand Equity-An Example of Women’s underwear
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,...
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ndltd-TW-095FJU005250192015-10-13T14:08:39Z http://ndltd.ncl.edu.tw/handle/93378684336685613218 The Effects of Brand Image, Channel Type and Consumers’ Characters on Brand Equity-An Example of Women’s underwear 探討品牌形象、通路型態與消費者特性對品牌權益之影響—以女性內衣為例 Yang,Ying-Chuen 楊迎春 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. Liaw Gou-Feng Ph.D 廖國鋒 2007 學位論文 ; thesis 111 zh-TW |
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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.
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author2 |
Liaw Gou-Feng Ph.D |
author_facet |
Liaw Gou-Feng Ph.D Yang,Ying-Chuen 楊迎春 |
author |
Yang,Ying-Chuen 楊迎春 |
spellingShingle |
Yang,Ying-Chuen 楊迎春 The Effects of Brand Image, Channel Type and Consumers’ Characters on Brand Equity-An Example of Women’s underwear |
author_sort |
Yang,Ying-Chuen |
title |
The Effects of Brand Image, Channel Type and Consumers’ Characters on Brand Equity-An Example of Women’s underwear |
title_short |
The Effects of Brand Image, Channel Type and Consumers’ Characters on Brand Equity-An Example of Women’s underwear |
title_full |
The Effects of Brand Image, Channel Type and Consumers’ Characters on Brand Equity-An Example of Women’s underwear |
title_fullStr |
The Effects of Brand Image, Channel Type and Consumers’ Characters on Brand Equity-An Example of Women’s underwear |
title_full_unstemmed |
The Effects of Brand Image, Channel Type and Consumers’ Characters on Brand Equity-An Example of Women’s underwear |
title_sort |
effects of brand image, channel type and consumers’ characters on brand equity-an example of women’s underwear |
publishDate |
2007 |
url |
http://ndltd.ncl.edu.tw/handle/93378684336685613218 |
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