Measuring Brand Equity of Banks with Conjoint Analysis— Take Credit Card For Example
Date Issued
2015
Date
2015
Author(s)
Chung, Hsin-Yun
Abstract
Under the rapid flow of information generations, the information asymmetry between manufacturers and consumers is descending. Brand becomes one of the most significant product purchasing factor in consumer decisions. Increasing brand equity becomes one of the important goals of business. Recently, the Taiwan government agencies actively help SMEs to promote branding. Broadly speaking, there are two ways to measure brand equity. Firstly, using the historical financial data to measure brand equity might be the most popular way and it is adopted by most government agencies and brand organizations all over the world. Another method is from the marketing point of view. For example, Aaker and Keller built brand equity model by using brand perception and brand knowledge. This study aims to help companies explore the degree of utility of different product attributes from dissimilar group of consumers. By applying Hierarchical Bayes Conjoint Analysis, we could measure the brand equity. Based on the random effects model, we could infer different personal preference structure from the customer mind sets. By converting the degree of effectiveness between different brands, we can establish the inter-brand price premium. In this research, we use the credit card as the main product to construct brand equity of the bank.
Subjects
conjoint analysis
brand equity
Hierarchical Bayes Model
Type
thesis
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ntu-104-R01724036-1.pdf
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