A study of customer-based brand equity: a case study of Cirque du Soleil

• Main Authors: I-Wei Wang, 汪怡瑋
• Other Authors: Kung Wang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/92168301757558807264

碩士 === 國立中央大學 === 產業經濟研究所碩士在職專班 === 99 === Brand equity has always been one of the important issues in management. Keller (1993) proposed for the brand equity is defined as: Marketing creates brand uniqueness. Aaker and Joachimsthaler (2000) defined brand equity is a kind of brand equity and are closely related with brand names, images on goods or services. And Keller (2001) proposed a customer-based brand equity model, making the brand can become a strong brand via four steps. Industrial structure is an important issue in economics. Industrial structure can be divided into vertical integration and vertical disintegration and there are advantages and disadvantages in each of them. We must understand the traditional manufacturing processes when we define the industrial structure. In addition, there are some relevance between the level of asset specificity and the transaction costs and the interaction between buyers and sellers. In the circus industry, Cirque du Soleil and Ringling Bros. and Barnum & Bailey are among the world''s three major circuses, but two groups have different philosophies. Their target customers and show significant are quite different. It is worth to explore and validate the key points of Cirque du Soleil becoming a world-famous theater company within 20 years. In this study, we construct the customer-based brand equity model to analyze the brand equity dimensions of Cirque du Soleil and Ringling circus. Also, discussing industrial structure and asset specificity issues are also helpful.