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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/3712


    Title: The influence of brand cognitive brand value and brand loyalty on the brand marketing effect-An example of notebook computer users and dealers in central Taiwan region
    Authors: Yi-Jun Chen
    Contributors: Department of Business Administration
    Keywords: Brand Cognitive;Brand Value;and Brand loyalty;Analytic Hierarchy Process
    Date: 2008
    Issue Date: 2009-11-17 19:18:15 (UTC+8)
    Publisher: Asia University
    Abstract: This study applies Analytic Hierarchy Process (AHP) to build a multi?criteria decision model. The purpose is to evaluate the influence of brand cognitive, brand value, and brand loyalty on the brand marketing effect for notebook computer dealers to make marketing decisions. We first calculate the weights of each major dimension and factor in the AHP hierarchical framework, then decide the priorities of the above three dimensions and eighteen factors. This paper uses questionnaires to investigate the notebook computer dealers and college students in central Taiwan region. The results indicate that the promotion dimension is viewed by the dealers and students as the most important one in which the low-price factor is a dominant. Next, the dealers in turn focus on the consumer consideration minor dimension and the company reputation minor dimension, while the students concentrate in seguence on the advertisement and consumer consideration minor dimensions. In addition, among the eighteen factors, four factors have significant differences between the dealers and the students. The main reason is that the both sides have different points of view in brand marketing. We suggest that the dealers maintain original marketing strategies when the both sides have the same perspective. Otherwise, the causes should be explored and then new feasible strategies are formulated. Most importantly, this paper provides the dealers with useful suggestions for improving their marketing strategies.
    Appears in Collections:[經營管理學系 ] 博碩士論文

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