Measuring Brand Equity by Hierarchical Bayes Conjoint Analysis: Using Automobiles Industry as an Example
Date Issued
2014
Date
2014
Author(s)
Huang, Chun-Chieh
Abstract
Since 1980s, plenty of research about brand equity had been pronounced, but rare of them is focus on marketing strategy. Take Aaker and Keller as an example, even though they measure consumer-based brand equity through perceived quality, but the results are not really helpful for developing marketing strategies. Some agency like Interbrand and BDDO, most of their measuring are based on finance dimensions, not only lacking of marketing dimensions but also with too many expert advice. Hence this research measuring brand equity by hierarchical bayes conjoint analysis and combining with ideal-point and perceived quality to explain the result for giving interprise assistance to clarify the differential point with competitor and improvement.
Conjoint analysis is a method to measuring the trade off relationship between product attributes. By considering brand and price as attributes, we can figure out the difference of perceived quality between brands. Besides, by using hierarchical bayes model to excut two stage posterier revise, more accurate preference structure under difference market segmentation. Through this preference structure, more targeted marketing strategies can be developed.
Based on the above, this research intended to focus on automobiles industry and use hierarchical bayes conjoint analysis to achieve these purpose:
1. Using conjoint analysis with other dimensions to develop a brand equity measuring method which is easy to excute and meaningful in marketing；
2. Using Automobiles Industry as an Example for empirical analysis, and provide suggestion and planning for brand marketing through the result.
Subjects
品牌權益
聯合分析
層級貝氏
市場區隔
汽車產業
Type
thesis
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