The Context and Content of Brand Equity Building

This paper combines the conceptual framework of customer-based brand equity (Keller, 1993) and six-stage model of brand evolution (Goodyear, 1996; McEnally & de Chernatony, 1999) to develop the processes of building brand equity. Context in each stage is discussed and the content of brand equity building is suggested for each stage.

並列關鍵字

brand equity ； brand knowledge ； processes of brand equity building

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被引用紀錄

鄭雅文（2012）。UNIQLO與ZARA之來源國形象和品牌形象對購買意願之研究─以產品知覺品質為中介變數〔碩士論文，淡江大學〕。華藝線上圖書館。https://doi.org/10.6846/TKU.2012.00830

陳麗卿（2006）。FCB模型對品牌權益及製造來源國之研究~以大陸學生市場為初探對象〔碩士論文，淡江大學〕。華藝線上圖書館。https://doi.org/10.6846/TKU.2006.01031

楊爵光（2005）。品牌權益和製造來源國影響力之研究－以FCB模式分析〔碩士論文，淡江大學〕。華藝線上圖書館。https://doi.org/10.6846/TKU.2005.00224

曾儀雯（2011）。消費者民族意識與來源國效應對於山寨機與國際知名品牌手機態度之形成及購買意願的影響〔碩士論文，國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342/NTU.2011.10725

陳祺方（2008）。國家文化對來源國與品牌權益間之干擾效果以手機為例〔碩士論文，國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342/NTU.2008.02538

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The Context and Content of Brand Equity Building

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