Structural Equation Model for Brand Image Measurement of Jeans
This research is to probe into the jeans’ brand image. In this study, we regard the brand image sources as the input, the customer’s brand loyalty as the output and the brand asset valuator (BAV) model as the middle treatment of procedures, and then build a full model for evaluating the brand image for jeans. This model probes into three components of brand image in terms of image of product, image of maker and images of competitor, how is it influence between consumer and loyalty of the brand through the impact of four components of brand power measurement, which is brand knowledge, brand honor, brand fitting and differential effect. The scope of this research includes the famous brands of jeans on the market, with the questionnaire survey to the consumers who are wearing jeans with brands, we gather the information and construct a structural equation model (SEM) to prove the adequacy of the brand image’s model, and confirm the relationship between hypotheses of the research.
Brand image structural equation model (SEM) brand asset valuator (BAV)
Shu-Jen Hu Sin-Ying Jou Yu-Hua Liu
Department of Industrial Management, Lunghwa University of Science and Technology 300, Sec. 1, Wanshou Rd., Guishan, Taoyuan County 33306, Taiwan
国际会议
2009 Ninth International Conference on Hybrid Intelligent Systems(第九届混合智能系统国际会议 HIS 2009)
沈阳
英文
1-6
2009-08-12（万方平台首次上网日期，不代表论文的发表时间）