A Research on Online Brand Equity:A Case of Online Reseller
碩士 === 南台科技大學 === 企業管理系 === 100 === This paper is an exploratory study which takes consumers’ perspectives to investigate online seller’s brand equity. We conducted a literature reviewing and gathered qualitative and quantitative data in order to define the domain of online seller’s brand equity and...
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ndltd-TW-100STUT81210392016-03-28T04:20:05Z http://ndltd.ncl.edu.tw/handle/17401807882300182152 A Research on Online Brand Equity:A Case of Online Reseller 網路品牌權益研究-以網路賣家品牌為例 Chiung-Mei Chen 陳瓊玫 碩士 南台科技大學 企業管理系 100 This paper is an exploratory study which takes consumers’ perspectives to investigate online seller’s brand equity. We conducted a literature reviewing and gathered qualitative and quantitative data in order to define the domain of online seller’s brand equity and verify this construct. With respect to the measurement of online seller’s brand equity, we referred to results of consumer interview and studies of Aaker (1996) and Park, Jaworski & Maclnnis (1986). The results indicated that online seller’s brand equity is a higher-order construct which includes six lower-order constucts, price effect, loyalty, intuitive quality, popularity, brand awareness and brand image. The findings of this study could be used as a reference for further studies of online brand equity. 張婷玥 2012 學位論文 ; thesis 118 zh-TW |
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碩士 === 南台科技大學 === 企業管理系 === 100 === This paper is an exploratory study which takes consumers’ perspectives to investigate online seller’s brand equity. We conducted a literature reviewing and gathered qualitative and quantitative data in order to define the domain of online seller’s brand equity and verify this construct. With respect to the measurement of online seller’s brand equity, we referred to results of consumer interview and studies of Aaker (1996) and Park, Jaworski & Maclnnis (1986). The results indicated that online seller’s brand equity is a higher-order construct which includes six lower-order constucts, price effect, loyalty, intuitive quality, popularity, brand awareness and brand image. The findings of this study could be used as a reference for further studies of online brand equity.
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author2 |
張婷玥 |
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張婷玥 Chiung-Mei Chen 陳瓊玫 |
author |
Chiung-Mei Chen 陳瓊玫 |
spellingShingle |
Chiung-Mei Chen 陳瓊玫 A Research on Online Brand Equity:A Case of Online Reseller |
author_sort |
Chiung-Mei Chen |
title |
A Research on Online Brand Equity:A Case of Online Reseller |
title_short |
A Research on Online Brand Equity:A Case of Online Reseller |
title_full |
A Research on Online Brand Equity:A Case of Online Reseller |
title_fullStr |
A Research on Online Brand Equity:A Case of Online Reseller |
title_full_unstemmed |
A Research on Online Brand Equity:A Case of Online Reseller |
title_sort |
research on online brand equity:a case of online reseller |
publishDate |
2012 |
url |
http://ndltd.ncl.edu.tw/handle/17401807882300182152 |
work_keys_str_mv |
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