品牌資源特性對品牌權益影響之研究：資源基礎觀點

The Effect of Characteristics of Brand Resource on Band Equity: Resource-based View

侯嘉政(Jia-Jeng Hou) ； 林育名(Yu-Ming Lin) ； 張宏榮(Hung-Jung Chang)

《行銷評論》 9卷1期 (2012/03) Pp. 1-18

https://doi.org/10.29931/MR.201203.0001

摘要

過去對於品牌權益之研究皆著重於消費者導向，本研究藉由資源基礎理論來探討影響品牌權益之要素。經文獻探討發現，企業內部影響品牌權益之要素包含品牌的「價值性」、「稀少性」、「耐久性」、「不完全模仿性」、「不完全替代性」以及「專屬性」等六種品牌資源特性。本研究以「台灣國際十大品牌」作為研究對象，選擇近幾年皆名列前矛的「ACER」、「ASUS」、「康師傅」、以及「趨勢科技」代表高權益品牌，另選四家未列入「台灣十大國際品牌」的國內國際品牌代表低權益品牌，深入探討組織內部之品牌特性於高低品牌權益之間是否存在差異。研究結果發現在高低品牌權益間，六種特性存在顯著性差異，且和品牌權益存在正向關係。其中，「稀少性」、「耐久性」、「不完全替代性」以及「專屬性」等四項變項最為重要，對品牌權益有較大之影響。

關鍵字

品牌資源特性 ； 品牌權益 ； 資源基礎觀點

並列摘要

Research on the brand equity has been mainly focused on consumer-oriented. However, this study explores the key factors of brand equity by resource-based view (RBV). According to the past studies, the key factors of brand equity are value, rarity, durability, inappropriatability, imperfect limitability, and imperfect substitutability. This study uses the top four corporate of the Top Taiwan Global Brands (ACER, ASUS, TrendMicro, and MasterKong) to stand for the group of high brand equity; and use other global brands to stand for the group of low brand equity. This study tries to explore the diversity of those key factors of brand equity between the two groups. The conclusion displays the six key factors exist significant difference between the two groups, and have a positive correlation with brand equity. In addition, rarity, durability, imperfect substitutability, and inappropriatability have bigger effect upon brand equity.

並列關鍵字

characteristics of brand resource ； brand equity ； resource-base view

參考文獻

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