Appling Grey Relational Grade in the Research of Brand Equity and Experimental Marketing

Although Taiwanese market is deluged with value-added branding revaluation since 1980s, not all the Taiwanese brands achieved international recognition. The objectives of this research is to analysis these criteria and options in order to set priority and develop proper strategies for Taiwanese brand equity with experimental marketing perspective, This paper uses two Taiwanese bicycle brands as example: Giant and Merida, which are two top leading bicycle brands in Taiwan, provide sense, feeling, think, relate and act are analysis sequences, and the internal factors are cost of the brand, brand awareness, brand loyalty, brand association, brand-related assets and perceived quality. The mathematics in the research is using the five cardinal types of grey relational grade in grey system theory, and according to the analysis results, the five senses of experimental marketing demonstrated in different sequences: sense＞think＞act＞relate＞feel, which match the previous research findings. As the results, we encouraging all the Taiwanese brands using experimental marketing as the value added efforts, to enlarge their brand equity, and to meet with the competitive business environment today.

並列關鍵字

Brand equity,Experimental marketing,bicycle,Cardinal,Grey relational analysis

國際替代計量

全文下載

主題瀏覽