Construct Model of Brand Equity on Eslite Bookstore

• Main Authors: Wan-Rou Liao, 廖婉柔
• Other Authors: Chih-Kai Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/53752834117120457130

碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 101 === As the growth of economy and improvement of whole circumstance, people values life standard gradually. Their focus on consumption is not only the demand for products any more, but also moves further into the spiritual needs as well as the satisfaction in cultural and aesthetic cultivation, among which, the Eslite Corporation in 1990s is the torchbearer. From a previous white-collar style bookstore for minority to a mainstream bookstore which has 42 chain stores after more than 20 years, its management has gradually transformed into the business model of compound shopping mall. Regardless of the general industrial Eslite or the Eslite after transformation, the competition core has transformed from the competition of products and services to that between brands. This study takes Eslite as research subject to explore the people’s recognition towards the brand equity of Eslite and establish the evaluation constructs of brand equity, so as to study relevant concepts concerning brand equity. The study adopts Second-order confirmatory factor analysis to construct complete Structural Equation Modeling, finding that the brand constructs of Eslite are brand awareness, brand experience, perceived quality, brand association and brand loyalty, which form the brand value and advantage. The study finds that the primary constructs of Eslite is brand awareness. Among the brand experience dimensions, the recognition of emotion and sensual experience is the highest. The perceived quality, brand association and brand loyalty Influence each other on; and customers with membership card have a strong sense towards the whole brand constructs. This study suggests raising loyalty and perceived value via price and effective management system, focusing on brand culture and products essence while supplemented by experiential marketing, and paying attention to the connectivity of brand expansion while avoid overexpansion which will dilute brand equity.