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探討海洋深層水品牌權益之影響因素-以H、K 海洋深層水公司為例 = De...

國立高雄大學亞太工商管理學系碩士班

探討海洋深層水品牌權益之影響因素-以H、K 海洋深層水公司為例 = Determinants of Deep Ocean Water Brand Equity：Evidence from H 、K Deep Ocean Water company

Record Type:	Language materials, printed : monographic
Paralel Title:	Determinants of Deep Ocean Water Brand Equity：Evidence from H 、K Deep Ocean Water company
Author:	王俊彬,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2015[民104]
Description:	64面部份彩圖，表 : 30公分;
Subject:	海洋深層水
Subject:	Deep Ocean Water
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/08808500090029531494
Notes:	參考書目：面55-62
Notes:	104年3月25日公開
Summary:	台灣包裝飲用水加入海洋深層水進入市場，企業能永續發展必須有貼近企業的品牌權益提供未來策略發展上，本研究探討海洋深層水品牌權益的影響因素，以價格、配銷強度與廣告行銷、知覺品質、品牌知名度、品牌忠誠度是否影響海洋深層水品牌權益。本研究以實際飲用過海樣深層水的消費者為研究對象，共回收有效問卷211份，透過敘述性統計分析、結構方程式(Structural Equation Modeling, SEM)之部分最小平方法(Partial Least Squares, PLS)作為研究方法。研究發現H、K 公司在品牌權益構面，研究發現價格與知覺品質呈現先顯著正向關係;配銷強度與廣告行銷及品牌知名度呈現先顯著正向影響;知覺品質與海洋深層水品牌權益呈現先顯著，但未正面影響;品牌忠誠度與與海洋深層水品牌權益呈現先顯著正向影響;品牌忠誠度與海洋深層水品牌權益呈現先顯著正向影響。 Packaged drinking water entering markets with Deep Ocean Water, enterprisesmust have the brand equity close to them to provide in future strategy develop. Thisresearch investigates the factors of the brand equity of Deep Ocean Water as whetherthe price, distribution intensity, advertising, perceived quality, brand awareness, andbrand loyalty would affect the brand equity of Deep Ocean Water or not.The study objected consumers who had actually drank Deep Ocean Water and 221valid surveys were retrieved. Taking the partial least squares ofdescriptive analysisand structural equation modeling as research methods, the research release that on theaspect of brand equity for both company H and K, price and perceived quality presented an obvious positive incidence; distribution intensity and both advertising and brand awareness showed positive influence; perceive quality and the brand equity of Deep Ocean Water appeared a notable but not positive influence; brand loyalty andthe brand equity of Deep Ocean Water emerged an observable and optimistic effect; brand loyalty and Deep Ocean Water’s brand equity showed a clear and positive influence.

探討海洋深層水品牌權益之影響因素-以H、K 海洋深層水公司為例 = Determinants of Deep Ocean Water Brand Equity：Evidence from H 、K Deep Ocean Water company
王, 俊彬

探討海洋深層水品牌權益之影響因素-以H、K 海洋深層水公司為例 = Determinants of Deep Ocean Water Brand Equity：Evidence from H 、K Deep Ocean Water company / 王俊彬撰 - [高雄市] : 撰者, 2015[民104]. - 64面 ; 部份彩圖，表 ; 30公分.
參考書目：面55-62104年3月25日公開.
海洋深層水Deep Ocean Water

探討海洋深層水品牌權益之影響因素-以H、K 海洋深層水公司為例 = Determinants of Deep Ocean Water Brand Equity：Evidence from H 、K Deep Ocean Water company
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330 $a 台灣包裝飲用水加入海洋深層水進入市場，企業能永續發展必須有貼近企業的品牌權益提供未來策略發展上，本研究探討海洋深層水品牌權益的影響因素，以價格、配銷強度與廣告行銷、知覺品質、品牌知名度、品牌忠誠度是否影響海洋深層水品牌權益。本研究以實際飲用過海樣深層水的消費者為研究對象，共回收有效問卷211份，透過敘述性統計分析、結構方程式(Structural Equation Modeling, SEM)之部分最小平方法(Partial Least Squares, PLS)作為研究方法。研究發現H、K 公司在品牌權益構面，研究發現價格與知覺品質呈現先顯著正向關係;配銷強度與廣告行銷及品牌知名度呈現先顯著正向影響;知覺品質與海洋深層水品牌權益呈現先顯著，但未正面影響;品牌忠誠度與與海洋深層水品牌權益呈現先顯著正向影響;品牌忠誠度與海洋深層水品牌權益呈現先顯著正向影響。 Packaged drinking water entering markets with Deep Ocean Water, enterprisesmust have the brand equity close to them to provide in future strategy develop. Thisresearch investigates the factors of the brand equity of Deep Ocean Water as whetherthe price, distribution intensity, advertising, perceived quality, brand awareness, andbrand loyalty would affect the brand equity of Deep Ocean Water or not.The study objected consumers who had actually drank Deep Ocean Water and 221valid surveys were retrieved. Taking the partial least squares ofdescriptive analysisand structural equation modeling as research methods, the research release that on theaspect of brand equity for both company H and K, price and perceived quality presented an obvious positive incidence; distribution intensity and both advertising and brand awareness showed positive influence; perceive quality and the brand equity of Deep Ocean Water appeared a notable but not positive influence; brand loyalty andthe brand equity of Deep Ocean Water emerged an observable and optimistic effect; brand loyalty and Deep Ocean Water’s brand equity showed a clear and positive influence.
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