本研究應用「分析層級程序法」，建立一個影響品牌行銷效果之多重評估準則模式，供業者經營決策之參考。先計算各構面層及評估指標層各因素的權重，再決定影響品牌行銷效果三個主要構面中品牌認知、品牌價值和品牌忠誠度，以及18個影響因素之優先次序。本研究以問卷調查中部地區筆記型電腦業者及大專院校學生(包含研究所學生)。研究結果發現，業者及消費者均重視品牌價值中的促銷構面，其中低價銷售因素均為雙方所重視。其次業者依次重視關懷性次要構面和公司聲譽次要構面，但消費者也依次重視廣告次要構面和關懷性次要構面。在18個因素中有四個因素，業者和消費者的觀點差異較大。此顯示業者和消費者的觀點在某些方面有些不同，針對相同之處業者可以繼續維持，不同之處則須探討原因及提出對策。本論文針對消費者排序前三名的次要構面提出具體作法建議，供業者擬定其修正行銷策略之參考。

This study applies Analytic Hierarchy Process (AHP) to build a multi–criteria decision model. The purpose is to evaluate the influence of brand cognitive, brand value, and brand loyalty on the brand marketing effect for notebook computer dealers to make marketing decisions. We first calculate the weights of each major dimension and factor in the AHP hierarchical framework, then decide the priorities of the above three dimensions and eighteen factors. This paper uses questionnaires to investigate the notebook computer dealers and college students in central Taiwan region. The results indicate that the promotion dimension is viewed by the dealers and students as the most important one in which the low-price factor is a dominant. Next, the dealers in turn focus on the consumer consideration minor dimension and the company reputation minor dimension, while the students concentrate in seguence on the advertisement and consumer consideration minor dimensions. In addition, among the eighteen factors, four factors have significant differences between the dealers and the students. The main reason is that the both sides have different points of view in brand marketing. We suggest that the dealers maintain original marketing strategies when the both sides have the same perspective. Otherwise, the causes should be explored and then new feasible strategies are formulated. Most importantly, this paper provides the dealers with useful suggestions for improving their marketing strategies.

中文摘要-I
英文摘要-II
目 錄-III
表 目 錄-IV
圖 目 錄-V
第一章 緒論-1
第一節 研究背景-1
第二節 研究動機-2
第三節 研究目的-3
第四節 研究流程-3
第二章 文獻探討-5
第一節 品牌定義/概念文獻探討-5
第二節 品牌認知定義/相關理論與構面文獻探討-11
第三節 品牌價值文獻探討-16
第四節 品牌忠誠度文獻探討-18
第五節 分析層級程序法(AHP)文獻探討-27
第六節 本研究與相關文獻研究不同之處-35
第三章 研究設計-36
第一節 研究過程-36
第二節 研究範圍-36
第三節 問卷設計與內容-37
第四節 研究對象與抽樣設計-41
第五節 資料處理工具與分析方法-42
第四章 研究結果與分析-44
第一節 業者之層級架構一致性檢定-44
第二節 消費者之層級架構一致性檢定-50
第三節 層級各因素之相對權重比較-56
第五章 結論與建議-60
第一節 結論-60
第二節 建議-61
參考文獻-65
附錄：問卷-71

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