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政大典藏 > College of Commerce > Department of Business Administation > Periodical Articles > Item 140.119/62381

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/62381

Title:	Brand Power Index – Using Principal Component Analysis
Authors:	別蓮蒂 Bei, Lien-Ti;Cheng,Tsung-Chi
Contributors:	企管系
Keywords:	biplot;brand power index;consumer survey;principal component analysis
Date:	2013.06
Issue Date:	2013-12-12 11:36:08 (UTC+8)
Abstract:	A relatively simple approach is proposed to evaluate the strength of brands from the viewpoint of consumers. It employs Principal Component Analysis (PCA), in which the coefficients of the first principal component are used as the weight for developing our study`s final ‘product’, the Brand Power Index (BPI). Empirical consumer-survey data of two product categories: televisions and mobile phones illustrate that the patterns of PCA results for both televisions and mobile phones are extremely similar. The biplots reveal that the leading brands in both product categories had positive component scores; more than a dozen following brands had positive first component scores and negative second component scores in both categories. This led us to a visual examination of the data on certain leading brands with regard to their brand excellence.
Relation:	Applied Economics, 45(20), 2954-2960
Data Type:	article
DOI link:	http://dx.doi.org/10.1080/00036846.2012.690853
DOI:	10.1080/00036846.2012.690853
Appears in Collections:	[Department of Business Administation] Periodical Articles

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