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Title:	品牌權益衡量模式之建立與評估 Building the Brand Equity Measurement Model
Authors:	李威德 Lee, Wei-Der
Contributors:	別蓮蒂 Biel, Lien-Ti 李威德 Lee, Wei-Der
Keywords:	品牌權益來源與構面衡量黑松宏□ 泰山台灣大哥大 Brand Equity
Date:	2001
Issue Date:	2016-04-18 16:22:06 (UTC+8)
Abstract:	品牌在現今激烈的環境變動中，已成為企業最穩固的長期競爭優勢之一，而能充分利用公司品牌資產的前提，就是要瞭解公司品牌權益的絕對價值。衡量品牌權益的衡量方式十分多樣化，有公司財務面、消費者知覺面以及消費者行為面的衡量等。方式雖多，但卻缺乏一個全面性的消費者基礎品牌權益衡量方式。因此，本研究最主要的研究動機與目的，即是建立一個以消費者面為基礎，而能以絕對數字呈現於公司報表的品牌權益衡量架構與模式。 Nowadays, having a brand has become the most stable long-term competitive advantage of business in our dynamic and intensively fluctuated environment. The premise for taking advantage of brand equity is the necessity to understand its absolute value for a company. There exist many diversified methods to measure brand equity, including the measurements from the dimensions of company finance, consumer perception, consumer behavior and so forth. But despite the many methods available, there lacks an integrated and comprehensive consumer-based model to measure brand equity. Thus, the major motive and aim of this paper is to build a consumer-based measuring model, in order to provide the absolute number presented in financial statements.
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Description:	碩士國立政治大學企業管理學系 88355007
Source URI:	http://thesis.lib.nccu.edu.tw/record/#A2002001408
Data Type:	thesis
Appears in Collections:	[Department of Business Administation] Theses

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