ABSTRACT

This study defines and measures marketing mix elements in consumer-based brand equity. It undertakes qualitative research through focus group discussions with 10 consumers. It conducts quantitative research through direct interviews with 477 consumers. The results reveal that brand awareness, brand associations, perceived quality, brand trust, and brand loyalty affect brand equity, while brand awareness, and brand trust affect brand loyalty. Advertising impacts brand awareness, brand associations, perceived quality, brand trust, while distribution intensity impacts brand awareness, brand associations, brand trust. However, the limited resources in conducting the research result in a small sample size of only 477 consumers. As a sampling technique, this study employs direct interview methods.

摘要

这项研究定义和衡量了基于消费者的品牌资产中的营销组合要素。它通过与10个消费者进行的焦点小组讨论来进行定性研究。它通过直接采访477位消费者进行定量研究。结果表明，品牌知名度，品牌联想，感知质量，品牌信任和品牌忠诚度会影响品牌资产，而品牌知名度和品牌信任会影响品牌忠诚度。广告会影响品牌知名度，品牌联想，感知质量，品牌信任度，而分销强度会影响品牌知名度，品牌联想，品牌信任度。但是，进行这项研究的资源有限，导致只有477位消费者的样本量很小。作为抽样技术，本研究采用直接访谈方法。