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系統識別號 U0026-2907202000225500
論文名稱(中文) Exploring Brand Awareness and Brand Equity in the Computer Server Industry
論文名稱(英文) Exploring Brand Awareness and Brand Equity in the Computer Server Industry
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 108
學期 2
出版年 109
研究生(中文) 許惠沂
研究生(英文) Hui-Yi Hsu
學號 RA7981270
學位類別 碩士
語文別 英文
論文頁數 49頁
口試委員 指導教授-溫敏杰
召集委員-李國榮
口試委員-林彣珊
中文關鍵字 品牌知覺  品牌忠誠度  品牌資產  品牌聯想  品牌信任  結構方程式模型 
英文關鍵字 Brand awareness  Brand loyalty  Brand equity  Brand Association  Brand Trust  Structural equation modeling 
學科別分類
中文摘要 品牌資產可以影響消費者的反應, 並為企業創造價值。本研究旨在透過使用結構方程式模型,在伺服器產業的品牌知覺背景下,探討品牌資產及其模型之關係。研究結果顯示,所有結構都對品牌資產具有統計學意義的影響。它為中小型電腦伺服器品牌提供了有關如何與國際品牌競爭時, 提高其品牌知名度和品牌資產的營銷參考。
英文摘要 Brand equity can affect consumers’ responses and create value for enterprises. This study aims to propose a model of brand equity and its relationship in the context of brand awareness in server industry by using structural equation modeling. Findings show that all the constructs have a statistically significant influence toward brand equity. It provides a marketing reference for small and medium computer server brands regarding how to improve their brand awareness and brand equity when competing with international brands.
論文目次 TABLE OF CONTENTS
ABSTRACT I
摘要 II
ACKNOWLEDGEMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES V
LIST OF FIGURES VI
CHAPTER ONE INTRODUCTION 1
CHAPTER TWO LITERATURE REVIEW 5
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 23
CHAPTER FOUR RESEARCH RESULTS 28
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 39
REFERENCES 42
APPENDIX - QUESTIONNAIRE 47


LIST OF TABLES
Table 2-1 Five Consumption Values 12
Table 2-2 Five Dimensions to Measure Perceived Value 13
Table 2-3 PZB Service Quality Dimensions 15
Table 4-1 Descriptive Statistics for Demographic Information 28
Table 4-2 Summarized Descriptive Statistics for All Constructs 29
Table 4-3 Cronbach’s α of Each Construct and Number of Items 30
Table 4-4 Cronbach’s α and Item-to-total Correlation in Each Construct 30
Table 4-5 Overall Model Fit 32
Table 4-6 Summarized Convergent Validity among Constructs with CR and AVE 33
Table 4-7 Construct Correlation Matrix 34
Table 4-8 Model Fit of SEM Model 35
Table 4-9 Path Coefficients 35


LIST OF FIGURES
Figure 1-1. Research flowchart 4
Figure 3-1. The conceptual model of the study 23
Figure 4-1. Path coefficients 36

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