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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/85239


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    題名: 品牌權益衡量模式之建立與評估
    Building the Brand Equity Measurement Model
    作者: 李威德
    Lee, Wei-Der
    貢獻者: 別蓮蒂
    Biel, Lien-Ti
    李威德
    Lee, Wei-Der
    關鍵詞: 品牌權益
    來源與構面
    衡量
    黑松
    宏□
    泰山
    台灣大哥大
    Brand Equity
    日期: 2001
    上傳時間: 2016-04-18 16:22:06 (UTC+8)
    摘要: 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.
    參考文獻: 中文部份
    陳振燧和洪順慶，民國八十八年冬季號，消費品品牌權益衡量量表之建構－顧客基礎觀點，中山管理評論：第7卷第四期，頁：1175-1199
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    台灣最高行政法院裁判，民國八十八年，判字第237號 (網址：www.judicial.com.tw)
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    描述: 碩士
    國立政治大學
    企業管理學系
    88355007
    資料來源: http://thesis.lib.nccu.edu.tw/record/#A2002001408
    資料類型: thesis
    顯示於類別:[企業管理學系] 學位論文

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