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標題: 台灣自創品牌行動電話廠商品牌權益之研究
The Study of Brand Equity on Taiwan's Mobile Phone Firms with Own Brand
作者: 羅炳和
Lo, Bing-Ho
關鍵字: Brand Equity
Own Brand
Brand management
Structural Equation Modeling
出版社: 應用經濟學系所
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摘要: 過去台灣廠商長期代工國際品牌,但國際代工市場競爭激烈,再加上台灣人力成本與工資逐年升高,使得台灣代工廠商競爭優勢式微,一些廠商為求永續經營與提升公司收益,開始走向自創品牌之路。然而,自創品牌面臨如何管理品牌之重要課題,國際品牌大師Aaker(1991)認為成功品牌管理主要關鍵在於掌握品牌忠誠度、品質知覺、品牌形象、品牌知名度與其他特有的品牌資產,對於品牌建立與管理可透過行銷策略與品牌名稱著手,本文以ASUS、BENQ及OKWAP台灣自創品牌行動電話驗證品牌權益理論,進一步探討品牌名稱、行銷策略對品牌權益之影響,並以結構方程模式驗證假設是否成立。 在研究品牌名稱對品牌權益影響,結果發現OKWAP模型(四)品牌名稱直接有助於品牌權益,而ASUS與BENQ品牌名稱則透過忠誠度與品牌知名度間接影響該品牌權益。模型(三)探討行銷策略是否直接影響品牌權益,結果發現直接影響ASUS品牌權益為產品特色、價格促銷、廣告頻率、產品定價;直接影響BENQ品牌權益包括產品特色、價格促銷、產品定價;直接影響OKWAP品牌權益有產品特色、價格促銷、產品定價。 模型(一)與模型(四)中,發現影響ASUS、BENQ、OKWAP品牌權益最主要因素為品牌忠誠度,顯示提升品牌權益必須掌握消費者的品牌忠誠度。模型(四)探討行銷策略是否間接影響品牌權益,結果發現ASUS廣告頻率、銷售據點、產品特性、產品定價有助於ASUS品牌管理;BENQ廣告頻率、產品特性、產品定價有利於BENQ品牌建立;OKWAP廣告頻率有助於此品牌建立,但OKWAP價格促銷不利於品牌權益,因為OKWAP常以價格促銷策略而導致品質知覺與品牌形象不佳,間接損害OKWAP品牌權益,故得知品牌建立時間越久又常使用價格促銷策略,將不利於品牌管理與發展。
其他識別: U0005-2806200722550300
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