品牌策略、品牌形象、顧客忠誠度與品牌權 益之研究 - 以手機產業為例

Abstract

Mobile Telecommunication industry is the one of most popular industry in the world now. As the environment changes, Vietnam joined the World Trade Organization (WTO), the country's economic development, Vietnam's service sector has become the mainstream of the industrial structure, while the rise of consumerism awareness, business and consumers must re-examine their inter-relationship. Brand strategy their own advantages, their weaknesses, in order to create a brand image, customer loyalty successfully established consumer brand preference. Thus increasing the added value of the brand. Therefore, this study for the mobile phone industry in Vietnam, to explore the brand strategy, brand image Gu loyalty and brand equity, and correlation coefficient. Vietnam hanoi general mobile consumer target groups. This research has developed a brand strategy, promotion strategy, brand image, Customer Loyalty and Branhd Equity relationship and theory framework. On the basis of the analytical framework and the developed operational model via AMOS, and the data which collected from questionnaires survey in the hanoi city and hanoi County to carry out the empirical test. The most significant findings are as following: 1. There is a significant, positive correlation between Brand Image and Brand Strategy. 2. There is a significant, positive correlation between Customer Loyalty and Brand Strategy. 3. There is a significant, positive correlation between Brand Image and Customer Loyalty. 4. There is a significant, positive correlation between Brand Image and Branhd Equity. 5. There is a significant, positive correlation between Customer Loyalty and Branhd Equity. The survey takes the Exquisite Mobile Phone sales as an example to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy and managing brands.