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| Title | Brand Power Index – Using Principal Component Analysis |
| Creator | 別蓮蒂 Bei, Lien-Ti ; Cheng,Tsung-Chi |
| Contributor | 企管系 |
| Key Words | biplot;brand power index;consumer survey;principal component analysis |
| Date | 2013.06 |
| Date Issued | 12-Dec-2013 11:36:08 (UTC+8) |
| Summary | A relatively simple approach is proposed to evaluate the strength of brands from the viewpoint of consumers. It employs Principal Component Analysis (PCA), in which the coefficients of the first principal component are used as the weight for developing our study`s final ‘product’, the Brand Power Index (BPI). Empirical consumer-survey data of two product categories: televisions and mobile phones illustrate that the patterns of PCA results for both televisions and mobile phones are extremely similar. The biplots reveal that the leading brands in both product categories had positive component scores; more than a dozen following brands had positive first component scores and negative second component scores in both categories. This led us to a visual examination of the data on certain leading brands with regard to their brand excellence. |
| Relation | Applied Economics, 45(20), 2954-2960 |
| Type | article |
| DOI | http://dx.doi.org/10.1080/00036846.2012.690853 |
| dc.contributor | 企管系 | en_US |
| dc.creator (作者) | 別蓮蒂 | zh_TW |
| dc.creator (作者) | Bei, Lien-Ti ; Cheng,Tsung-Chi | en_US |
| dc.date (日期) | 2013.06 | en_US |
| dc.date.accessioned | 12-Dec-2013 11:36:08 (UTC+8) | - |
| dc.date.available | 12-Dec-2013 11:36:08 (UTC+8) | - |
| dc.date.issued (上傳時間) | 12-Dec-2013 11:36:08 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/62381 | - |
| dc.description.abstract (摘要) | A relatively simple approach is proposed to evaluate the strength of brands from the viewpoint of consumers. It employs Principal Component Analysis (PCA), in which the coefficients of the first principal component are used as the weight for developing our study`s final ‘product’, the Brand Power Index (BPI). Empirical consumer-survey data of two product categories: televisions and mobile phones illustrate that the patterns of PCA results for both televisions and mobile phones are extremely similar. The biplots reveal that the leading brands in both product categories had positive component scores; more than a dozen following brands had positive first component scores and negative second component scores in both categories. This led us to a visual examination of the data on certain leading brands with regard to their brand excellence. | en_US |
| dc.format.extent | 264481 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Applied Economics, 45(20), 2954-2960 | en_US |
| dc.subject (關鍵詞) | biplot;brand power index;consumer survey;principal component analysis | en_US |
| dc.title (題名) | Brand Power Index – Using Principal Component Analysis | en_US |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1080/00036846.2012.690853 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1080/00036846.2012.690853 | en_US |