Title page for etd-1113115-120205


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URN etd-1113115-120205
Author Chien-jung Tien
Author's Email Address No Public.
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Department Business Management
Year 2015
Semester 1
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Effect of Brand Rejuvenation on Brand Equity – Consumer Involvement as Moderator
Date of Defense 2015-12-21
Page Count 51
Keyword
  • Consumers Involvement
  • Brand Equity
  • Brand Rejuvenation
  • Abstract The trend and culture of society would change with time passing so that consumers’ needs could be different, which company may not improve their spirit of brand even declining. It would be a test that how to conduct brand strategy well for company in order to create the momentum of growth.
     Our research method is experiment design and we separate for two parts – No brand rejuvenation and brand rejuvenation, and there is a different advertisement video in each experiment. Target respondents are the students in NSYSU, who are 15-34 years old. The number of sample are 137, and we will conclude the research and find the result by SPSS.
     The practical contribution is that the strategy of brand rejuvenation would help increase the brand equity even on high-involvement of consumers significantly. In the aspect of academic contribution, the dependent variable is brand equity, which is positively related to brand rejuvenation.
    Advisory Committee
  • Hsien-tang Tsai - chair
  • Hsiao-Hui Ho - co-chair
  • Cher-Min Fong - advisor
  • Cher-Hung Tseng - advisor
  • Files
  • etd-1113115-120205.pdf
  • Indicate in-campus at 99 year and off-campus access at 99 year.
    Date of Submission 2016-01-02

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