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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/62381


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    题名: Brand Power Index – Using Principal Component Analysis
    作者: 別蓮蒂
    Bei, Lien-Ti;Cheng,Tsung-Chi
    贡献者: 企管系
    关键词: biplot;brand power index;consumer survey;principal component analysis
    日期: 2013.06
    上传时间: 2013-12-12 11:36:08 (UTC+8)
    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.
    關聯: Applied Economics, 45(20), 2954-2960
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1080/00036846.2012.690853
    DOI: 10.1080/00036846.2012.690853
    显示于类别:[企業管理學系] 期刊論文

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