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Review for Brand Strategy Literature and Develop a Theoretical Framework for Brand Strategy: Taxonomy from Brand Extension Strategy and Brand Relationship Architecture

Daniel Chan-Wei Tsai

Keywords: Brand Strategy, Brand Extension Strategy , Brand Relationship Architecture

In recent years, company use the brand to develop their products has become an important issue. In addition, the multi-brand has been a trend. To build up a strong brand and enter the era of brand leadership, Brand Strategy plays an important role. Most literature tended to focus Brand Strategy on some particular fields, while neglected to discuss it with a broader perspective. This Study divides this issue into Brand Extension Strategy and Brand Relationship Architecture, and accordingly reviews related Brand Strategy literature. Finally, we will develop a theoretical framework of Brand Strategy based on the result of literature review.

The Relation between Inventory Information and Firms Future Performance

Chia-Ling Lee / Chia-Shiu Lee / Ching-Wen Chen

Keywords: CPAI (Change in Percentage of Production Added to Inventory), Excess inventory, Cost structure, Economic cycle.

Literature indicates that companies utilize CPAI (Change in Percentage of Production Added to Inventory) and excess inventory to do earnings management. Considering the above effect , we examine the relationship between inventory information and firm performance in the next period as well as firm valuation The study further examines the relationship between excess inventory and firm performance in the next period under different cost structures and economic cycles.
With regard to firm performance in the next periods empirical results indicate that: (1) CPAI is a leading indicator of firm performance in the next period. (2) If a company uses excess inventory to perform earnings management, low quality of earnings will harm the firm performance in the next period. (3) The relationship between excess inventory and firm performance in the next period is more negative in high fix cost structures of firms than in low ones of firms. (4) Favorable economic conditions will alleviate the harm effect of excess inventory on firm performance in the next period, and will get higher firm performance in the next period with comparison to recessionary conditions. Furthermore , CPAI has information content in firm valuation . If a company uses excess inventory to perform earnings management, this information contains negative signals concerning the company’s future performance. That will decrease the company’s valuation. Investors’ valuation on a firm will depend on firm’s cost structure and future economic cycle.

A Study on Marketing Strategy and Brand Equity in Skincare Industry
-Application of Grey Relation System

Yu-Ru Syu / Alex Kung-Hsiung Chang / Chan-Wei Tsai / Tsung-Hao Chen

Keywords: Skincare industry, Grey relational analysis, Marketing strategy, Brand equity.

In this study, Gray Relational Analysis, ANOVA, Factor Analysis and cluster analysis are used to discuss the relationship among marketing strategies with brand equities in skincare industry.
According to cluster analysis, sampled brands can be divided into three groups. In addition, by factor analysis the marketing strategy dimensions 8P can be divided into physical and service, psychical facility, promotion, and pricing factors. Brand equity can be divided into rational loyalty, and emotional loyalty. By using grey relational model, this study finds that marketing strategies influence brand equities at different relation level separately.
By ANOVA analysis, this study finds that skincare industry with different age, occupation, education level, and monthly income react differently in marketing strategies significantly. In addition, customers with different age, occupation, education level, and regions, induce different brand equity significantly. Therefore, in addition to marketing strategy consumers with different life background, the brand marketing strategy and brand equity are also be affected. This study suggests that the marketing strategy could be enhanced to strengthen brand of brand equity in skincare industry in Taiwan.

How to Select Conservation Center for the Elderly

I-Chao Lee

Keywords: Total Quality Management,Conservation Center for the Elderly,Customer Satisfaction, Long-Term Care Institutional Factors for the Elderly AHP

With medical advances, the higher the proportion of elderly population, coupled with more double-income family situation, so no way to concentrate on the care home for the elderly, so the elderly will be sent home in case of sharp increase in long-term care institutions, making long-term care institutions the overall environment and price, service quality, such as attention. The purpose of this study is to understand the family selection factors, long-term care institutions which, as well as the weight of these factors, as well as the long-term care facilities for the elderly pros and cons of Total Quality Management, would not affect the choice and satisfaction for the elderly family members.
By the demand for the service review of the literature to integrate the views of professionals and clients, compile maintenance service content, respectively, for the conservation of environmental needs and professional service needs of two parts. From these dimensions and then the options explored by the level of analysis the weight of these dimensions. The results showed that some of the basic needs of the conservation center that contains the environment, price and equipment, dimensions, three factors; professional services need to include some services and facilities, service quality and service dimensions, three factors. Secondly, in order to understand the conservation center customer satisfaction, design AHP questionnaire made available to professionals in various fields and
Conservation Center Customers together 40 copies of analysis will be provided to the Conservation Center, as a reference. Because the elderly population is really growing number of elderly people more and more long-term care institutions, institutions of the standard varies. This study suggests that, in order for their families in selecting long-term care facilities for the elderly can be the right choice they need long-term care facilities for the elderly, should pay attention to bodies of medical standards, service quality, as well as the quality of living environment for the elderly.

Risk Attitude, Utility, and Investing Style

Alex Kung-Hsiung Chang

Keywords: Riskiness Attitude, Investment Style, Investment Behavior.

Three typical attitudes were classified on theory: risk averter, risk taker, and risk neutral. Attitudes on riskiness affect investors’ behaviour. It could be different between investing behaviour and life behaviour. This paper classifies investors in security market as six typical ones. Due to different DNA of typical investors, the style of investment behaviour of a representative investor determines his profit function.