With the gradual decline in gross margin in OEM industry, the development of the brand has been seem as the key to improve revenue performance. Taiwan's industries mostly started from OEM industry, and facing increasingly fierce international competition in recent years, government and industry are also actively promoting the branding. This study takes Taiwan¡¦s notebook industry in 3C industry as the research object and study to explore the relationship between brand equity and purchase intentions and examine the factors that may affect the brand equity. This research uses consumer survey results of the statistical data analysis to explore what key elements should industry pay attention to when they are doing branding. The result shows that by enhancing brand equity, it will also enhance purchase intention. Better brand equity can be achieve by strengthen the brand image, brand trust and customer satisfaction. Moreover, the degree of loyalty will be affected by price and therefore it affects brand equity.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0630111-012137 |
| Date | 30 June 2011 |
| Creators | Huang, Hsin-I |
| Contributors | Hsien-Tang Tsai, Tsang-I Kuo, Yuan-Yuan Lu |
| 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-0630111-012137 |
| Rights | not_available, Copyright information available at source archive |
Page generated in 0.002 seconds