Determinants of Deep Ocean Water Brand Equity:Evidence from H 、K Deep Ocean Water company

• Main Authors: Chun-Pin Wang, 王俊彬
• Other Authors: Yi-Min Chen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/bq5ra9

碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 103 === Packaged drinking water entering markets with Deep Ocean Water, enterprises must have the brand equity close to them to provide in future strategy develop. Thisresearch investigates the factors of the brand equity of Deep Ocean Water as whetherthe price, distribution intensity, advertising, perceived quality, brand awareness, andbrand loyalty would affect the brand equity of Deep Ocean Water or not. The study objected consumers who had actually drank Deep Ocean Water and 221 valid surveys were retrieved. Taking the partial least squares ofdescriptive analysisand structural equation modeling as research methods, the research release that on theaspect of brand equity for both company H and K, price and perceived quality presented an obvious positive incidence; distribution intensity and both advertising and brand awareness showed positive influence; perceive quality and the brand equity of Deep Ocean Water appeared a notable but not positive influence; brand loyalty and the brand equity of Deep Ocean Water emerged an observable and optimistic effect; brand loyalty and Deep Ocean Water’s brand equity showed a clear and positive influence.