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: : : 496D0037 496D0040 496D0047

??. ?????????????????????????????????. ????. ???,????????????????,????????????,????????,??????????????,???????,???????????,?????????,?????????????????? . ???????????. 1.??????? ?????????????????????????????????????????????????????????????????????:?????????223?,85?C?????????,??2006?12?1???

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: : : 496D0037 496D0040 496D0047

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    1. ???????????????? -??????? ????:??? ? ?:???? ? ?: 496D0037 ??? 496D0040 ??? 496D0047 ??? 496D0086 ??? 496D0093 ???

    2. ?? ?? ????????? ??????? ??????? ???? ????

    3. ???? ???,????????????????,????????????,????????,??????????????,???????,???????????,?????????,??????????????????

    4. ??????????? 1.??????? ?????????????????????????????????????????????????????????????????????:?????????223?,85?C?????????,??2006?12?1?????????????????,????????????????

    5. ??????????? 2.???? ?????????????????????????????????????????????: ????????????????? ?????????????????? ??????????????????

    6. ????????? ????????????????????????-???????,???????????,????????,???????????????????????????????????????????

    7. ?????????-???? ??????? Reynold and Gutman(1984)??,?????????????????,??????????????????????? Dobni and Zinkhan(1990)???????????,???????: 1.????????????? 2.?????????? 3.???????????

    8. ?????????-???? Park, Jaworski, and Maclnnis(1986)?????????,?????????????????,?????????????????????????: (1)???????(functional) (2)???????(symbolic) (3)???????(experiential)

    9. ????????? —??????????? Richardson, Dick and Jain(1994)??????????????????????,???????????????????????????????,???????????????????? Dodds, Monroe and Grewal(1991)????,???????????????????????????????,??????????,??????????????????

    10. ?????????-???? ??????? ???1985 ??Dodds and Monroe (1985) ???????????????,????????????,?????????????????? Sheth et al.(1991) ?????????????????????,????????????????????????????

    11. ?????????-????? ???????? ???????,??????????? Petrick (2002) ?????????????????,???????????????????????????,????????????????????????????????,?????????????????????????,?????????

    12. ?????????-??? ?????? Asker(1991,1996)????????????????????????,????????????????? ????????????????????????????

    13. ?????????-???? ???????????????,????????,?????????????????????,????????????????,????????????????????????????????????????????????

    14. ?????????-????

    15. ?????????-???? H1:??????,?????? Garretson and Clow (1999) ???????????????,?????????,???????????????????????,???????????,???????????????????? H2:??????,????????

    16. ?????????-???? H3:??????,?????????? ??? (2005) ?????????,????????,????????????,???????,??????????????,???????????? H4:????????????????? Romaniuk and Sharp (2003) ??????????????????

    17. ?????????-????

    18. ?????????-???? ???? ???? SPSS?? ??????

    19. ????????? - ????????? ????????????????????????,????????????????????????????,?????????????????????????????? ???????????????,?????????,????????????????,??????????

    20. ?????? ???????????????????????????????????????,???????????????????????????,????????? ?????????????????????????,????????????????

    21. ?????? ???? 1.??(1994.7)?????????????????????,?336?,?60-63? 2. ???,????????????????????????????-???????,????????????????????,2006? 3. ???,??????????????????????????,??????????????,2008

    22. ?????? ???? 1.Aaker, D.A., Managing brand equity: Capitalizing on the Value of a Brand Name, New York: The Free Press, 1991. 2.Engle, J.E., R.D. Blackwell and P.W. Miniard, Consumer Behavior, Chicago: The Dryden Press, 1993. 3.Keller, K.L., Conceptualizing, measuring and managing customer-based brand equity, Journal of Marketing, 57, 1993, pp. 1-22.

    23. The end

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