The study of the investigation into Brand Equity-based on the point of view of Spokesperson-Characters

• Main Authors: Pei-chun Liu, 劉珮君
• Other Authors: Kuo-Kuang Chu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/67406643726655315214

碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 97 === With the changing of people’s lifestyle, we have entered the age of internet and cartoon. The consumers can’t be satisfied by the basic demand of products anymore. Besides, the brands of the products have been considered seriously by companies gradually with the ever-changing market and intense competition. Furthermore, the spokesperson-Characters are used to be a representation of brand. In this research, we would focus on how Spokesperson-Characters effect the value of a brand. This research was collected according to the reference documents. In order to analyze the importance of virtual spokesperson, the Brand equity would be divided into five faces, brand awareness, brand loyalty, brand image, brand association and perceived quality. The practical and academic experts are involved in this research, and we use Analytical Hierarchy Process (AHP) to verify the data. The result showed that enterprises of "Brand awareness" dimensions is the most importance, next is "Brand image" and the third is "Brand Association." The result showed that “Brand awareness” is the first step to establish the Brand equity. Therefore, first, the enterprises have to create a virtual figure which is easy to be memorized in order to increase the fame rapidly. Second, the “Brand images”, we infer that because the virtual spokesman can create a anthropomorphic of personality, then it can establish an image which can prove the quality of brands or products which the enterprises need, moreover, it can transmit the different figure which according to different Spokesperson-Characters to conform with various types of groups of consumers ; Third, the brand association. Because of the figure and the uniqueness transmitted by the spokesperson-Characters will effect the consumer''s memories of the brands to get a positive or negative impact.