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.
| Identifer | oai:union.ndltd.org:TW/103NUK05026004 |
| Date | January 2015 |
| Creators | Chun-Pin Wang, 王俊彬 |
| Contributors | Yi-Min Chen, 陳一民 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 73 |
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