品牌資產是市場行銷的核心概念，品牌資產可以影響顧客的迴響，也可以創造公司的價值。本研究目的在藉由結構方程模式，探討品牌資產維度、感知價值與整體品牌資產的關聯性。分析結果顯示，上述所提到的構面對整體品牌資產有統計上顯著的影響，可提供管理者制定品牌策略時之參考。

Brand equity is a core concept of marketing now. Brand equity can affect consumer's response and create value to a firm. This study aims to find a relationship between brand equity dimensions, perceived value and overall brand equity by using structural equation modeling. Findings show that all the constructs have a statistically significant influence toward overall brand equity. It provides a reference to managers to draw up brand strategies.

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