Sources of brand equity in strategic groups of mobile telecommunication industry

• Main Authors: Wen-Chi Hsu, 徐文起
• Other Authors: Yi-Min Chen
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/w4r546

碩士 === 國立高雄大學 === 高階經營管理碩士在職專班(EMBA) === 98 === The mobile telecommunication industry competed very fierce in Taiwan. In order to enable enterprises to develop forever. Firms must complement the demand for pressing close to consumers with more comprehensive brand equity views. So this research analyse the key factor of brand equity of telecommunication industry, and set off by the view of stratergic groups to discuss the difference of brand equity that have influence factors. Hope the result and finding can offer enterprise reference of decision. This research consults the characteristic of the mobile telecommunication industry, and use the research structure by Yoo et al. (2000).It is to Taiwanmobile, Fareastone, the Asian Pacific Telecom, and Vibo. Understand its user to the price, price promote, store image, distribution intensity, advertisement expense, perceived quality, brand association, brand loyalty that influence brand equity. This research adopts the Structural Equation Modeling (SEM). Its net least squares method (Partial Least Squares, PLS). As the research approach, discover four brand equity of enterprise can divide first Taiwanmobile, Fareastone and second Vibo, the Asian Pacific Telecom. Construct the surface as one group of strategic groups with perceived quality / brand loyalty and brand association and brand awareness, find four mobile telecommunication industry enterprise all significant in brand loyalty and perceived quality. Vibo and the Asian Pacific Telecom are significant in brand association and brand awareness, so can sort out for the same strategic group. Taiwanmobile and fareastone is not significant on brand association and brand awareness, separate with the group of Asian Pacific Telecom and vibo, so can obviously distinguish two groups.