National Sun Yat-Sen University (NSYSU) is one of the research universities in Taiwan. For becoming a world-class university, NSYSU developed a "five-year development plan". The "deepening concern" as one of the main idea. Therefore, The Media Relations of NSYSU published "Hamasen News" in April, 2010 .It used the resources of NSYSU to provide public information about Hamasen area for people, hoping to enhance the good image of NSYSU.
In academic view, this study used Keller (1993) dimensions of brand knowledge perspective to verify Hamasen News would make a positive impact on brand image of NSYSU. According to this purpose, this study developed a research framework, and used SPSS17.0 for data analysis to detect the independent variables(brand associations and brand attitude), whether affect dependent variables(the brand image of NSYSU). In addition, this study is hoping to understand the differences in demographic whether cause the differences in the brand image of NSYSU.
The results found that in the functional and experiential brand association and brand attitude can predict the brand image of NSYSU significantly. In demographic variables, different levels of education and respondents will be different levels of the brand image of NSYSU.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0908111-000149 |
| Date | 08 September 2011 |
| Creators | Wang, Yu-jie |
| Contributors | Yueh-chun Shih, Yu-shan Chang, Jih-hwa Wu |
| 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-0908111-000149 |
| Rights | user_define, Copyright information available at source archive |
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