This study aimed to explore the model of building new brand image by integrating case study method, internal manager interview, and external dealer interview. The main objectives of this study are: (1) Probing into the progress and the development stages of SARAI, (2) Exploring the manner of SARAI on using traditional marketing, internet marketing, and community marketing to build brand image, (3) Exploring how SARAI to use ¡¥clicks and mortar¡¦ to build brand image, (4) Making suggestion about the brand image building model of SARAI.
This study finds that the advantage of cost and quality is the major drive of the progress of SARAI. Secondly, the way that SARAI using owner as brand endorser, makes benefits of higher customer trust, more brand topics, lower endorsement risk, and higher cost/value effect. Hence, the endorsement model of SARAI becomes the main source and core concept of the brand image building tools about traditional marketing, internet marketing, and community marketing. Thirdly, propaganda artifact, lecture, dealer/store clerk education are the main tools which could make direct influence to the brand image SARAI. Resulting from the sort time period of on-line date, internet and community marketing tools could not make great contribution to brand image yet. Finally, as a result of the strategic and operational consideration and trade-off, building brand image is the main facet of the ¡¥clicks and mortar¡¦ of SARAI. Suggestions are discussed in accordance with findings.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0516112-221207 |
| Date | 16 May 2012 |
| Creators | Huang, Yu-Ting |
| Contributors | Jen-Her Wu, Feng-Yang Kuo, Hsin-Hui Lin |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0516112-221207 |
| Rights | user_define, Copyright information available at source archive |
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