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研究生：	許惠沂 Hsu, Hui-Yi
論文名稱：	Exploring Brand Awareness and Brand Equity in the Computer Server Industry Exploring Brand Awareness and Brand Equity in the Computer Server Industry
指導教授：	溫敏杰 Wen, Miin-Jye
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所碩士在職專班 Institute of International Management (IIMBA--Master)(on the job class)
論文出版年：	2020
畢業學年度：	108
語文別：	英文
論文頁數：	49
中文關鍵詞：	品牌知覺、品牌忠誠度、品牌資產、品牌聯想、品牌信任、結構方程式模型
外文關鍵詞：	Brand awareness, Brand loyalty, Brand equity, Brand Association, Brand Trust, Structural equation modeling
相關次數：	點閱：180 下載：0
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品牌資產可以影響消費者的反應, 並為企業創造價值。本研究旨在透過使用結構方程式模型，在伺服器產業的品牌知覺背景下，探討品牌資產及其模型之關係。研究結果顯示，所有結構都對品牌資產具有統計學意義的影響。它為中小型電腦伺服器品牌提供了有關如何與國際品牌競爭時, 提高其品牌知名度和品牌資產的營銷參考。

Brand equity can affect consumers’ responses and create value for enterprises. This study aims to propose a model of brand equity and its relationship in the context of brand awareness in server industry by using structural equation modeling. Findings show that all the constructs have a statistically significant influence toward brand equity. It provides a marketing reference for small and medium computer server brands regarding how to improve their brand awareness and brand equity when competing with international brands.

TABLE OF CONTENTS
ABSTRACT	I
摘要	II
ACKNOWLEDGEMENTS	III
TABLE OF CONTENTS	IV
LIST OF TABLES	V
LIST OF FIGURES	VI
CHAPTER ONE INTRODUCTION	1
CHAPTER TWO LITERATURE REVIEW	5
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY	23
CHAPTER FOUR RESEARCH RESULTS	28
CHAPTER FIVE CONCLUSION AND SUGGESTIONS	39
REFERENCES	42
APPENDIX - QUESTIONNAIRE	47

 
LIST OF TABLES
Table 2-1 Five Consumption Values	12
Table 2-2 Five Dimensions to Measure Perceived Value	13
Table 2-3 PZB Service Quality Dimensions	15
Table 4-1 Descriptive Statistics for Demographic Information	28
Table 4-2 Summarized Descriptive Statistics for All Constructs	29
Table 4-3 Cronbach’s α of Each Construct and Number of Items	30
Table 4-4 Cronbach’s α and Item-to-total Correlation in Each Construct	30
Table 4-5 Overall Model Fit	32
Table 4-6 Summarized Convergent Validity among Constructs with CR and AVE	33
Table 4-7 Construct Correlation Matrix	34
Table 4-8 Model Fit of SEM Model	35
Table 4-9 Path Coefficients	35

 
LIST OF FIGURES
Figure 1-1. Research flowchart	4
Figure 3-1. The conceptual model of the study	23
Figure 4-1. Path coefficients	36


                                    

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