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推廣建材高級品牌於越南市場-以客戶為基礎的品牌權益探討 = Develo...

國立高雄大學國際高階經營管理碩士在職專班(IEMBA)

推廣建材高級品牌於越南市場-以客戶為基礎的品牌權益探討 = Developing a new premium building material brand in Vietnam - A consumer-based brand equity approach

Record Type:	Language materials, printed : monographic
Paralel Title:	Developing a new premium building material brand in Vietnam - A consumer-based brand equity approach
Author:	陳采容,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2013[民102]
Description:	46面圖，表格 : 30公分;
Subject:	策略群組
Subject:	Strategic Groups
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/35652092498696470661
Notes:	參考書目：面32-35
Notes:	102年10月31日公開
Summary:	隨著越南國家經濟逐漸發展，越南人民對於生活品質及生活品味的要求也越來越講究，除了價格之外的採購決定因素也越漸被採納為重要的考量依據。本研究延續前人對於以客戶為基礎的品牌權益研究進一步探討品牌權益在於越南建材市場的影響因素，並輔之策略群組的觀點來探討有顯著差異的品牌權益因素做進一步的了解，希望此研究對於在越南發展及展望越南市場的企業有所幫助。本研究參考越南磁磚產業特性，以Yoo et al.(2000) 之研究架構，以越南大同奈磁磚公司於北，中，南越之客戶對於產品價格，商店形象，配銷強度，廣告花費，知覺品質，品牌聯想，品牌忠誠度對於品牌權益之影響。本研究採用結構方程式( Structural Equation Modeling, SEM) 之部份最小平方法(Partial Least Squares, PLS) 作為研究方法，研究發現價格與知覺品質，廣告花費與品牌忠誠度，品牌聯想與品牌權益於越南磁磚市場的反應上為不顯著的關系，這些結果與大部份的研究報告不同，是與越南磁磚市場的特性相關。 The great performance of Vietnam economic in this recent decade has bring better living quality to Vietnam people. In the difficult time, people used to buy products only consider prices, however now, despite prices of products there are more issues such as quality, brand, guaranty, and such as others for Vietnamese to concern for their purchasing. Base on studies about consumer based equity, this research will further study about the brand equity in Vietnam building material market, by set up strategy groups to analysis the influences between those strategy groups and brand equity.This research consults the characteristic of the tile industry in Vietnam, and use the research structure by Yoo et al. (2000). We surveyed Vietnam tile users from north, middle and south of Vietnam to understand how price, store image, distribution intensity, advertisement expense, perceived quality, brand association, brand loyalty that influence brand equity.This research adopts the Structural Equation Modeling (SEM). Its net least squares method (Partial Least Squares, PLS). The research found that there were insignificant relationship between price and perceived quality, advertising spending and brand loyalty, brand association and brand equity, which have reversed result from the study findings, however the different results could provides some information from the Vietnam tile market.

推廣建材高級品牌於越南市場-以客戶為基礎的品牌權益探討 = Developing a new premium building material brand in Vietnam - A consumer-based brand equity approach
陳, 采容

推廣建材高級品牌於越南市場-以客戶為基礎的品牌權益探討 = Developing a new premium building material brand in Vietnam - A consumer-based brand equity approach / 陳采容撰 - [高雄市] : 撰者, 2013[民102]. - 46面 ; 圖，表格 ; 30公分.
參考書目：面32-35102年10月31日公開.
策略群組Strategic Groups

推廣建材高級品牌於越南市場-以客戶為基礎的品牌權益探討 = Developing a new premium building material brand in Vietnam - A consumer-based brand equity approach
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