品牌資產創造影響因素之研究－我國資訊電腦自有品牌廠商實證分析

The Research of Antecedents of Brand Equity – An Empirical Analysis of Own Branding and Manufacturing Firms of Computer Products in Taiwan

鄭仁偉(Jen-Wei Cheng) ； 杜啟華(Chi-Hua Duh) ； 胡惠玟(Huei-Wen Hu)

《企業管理學報》 47期 (2000/08) Pp. 81-106

摘要

本文係在探討我國資訊電腦自有品牌廠商，其公司資源能力、產品特異性、品牌形象對品牌資產創造的影響情形。本文研究結果，發現公司資源能力無法直接影響品牌的創造，而必須透過產品特異性與品牌形象，才能影響品牌資產的創造。其中，公司資源能力首要應放在產品特異性的創造上，以顧客化導向來生產製造產品。然而，品牌形象對品牌資產的影響較產品特異性對品牌資產的影響顯著，顯示品牌形象較能創造出高的品牌資產。

關鍵字

品牌資產 ； 公司資源能力基礎 ； 產品特異性 ； 品牌形象 ； 線性結構模型

並列摘要

This study explores the effects of corporate resources & competence、product sophistication and brand image on brand equity. The results of this study are that corporate resources can not directly effect brand equity, it has to go through product sophistication or brand image to indirectly effect brand equity. The relationship of corporate resources and product sophistication is more significant than the relationship of corporate resources and brand image; this means firm should be customer-oriented to manufacture products. The relationship of brand image and brand equity is more significant than the relationship of product sophistication and brand equity; this means firm should focus on establishing favorable brand image to enhancing customer’s confidence in their purchasing decision.

並列關鍵字

Brand Equity ； Corporate Resources-Competence Based ； Product Sophistication ； Brand Image ； LISREL Model