本研究從顧客基礎的角度，探討如何建立品牌權益的廣告策略作法，從文獻探討 中歸納出品牌權益的顧客基礎來源包括功能屬性基礎和非功能屬性基礎，進而推論出四種權 益來源的組合類型，即整合導向型、功能屬性導向型、非功能屬性導向型和低品牌權益導向 型四種。採3×2 的實驗設計，三種顧客基礎來源的組合類型和兩種廣告訴求策略，一組控 製組（低品牌權益型），受測產品為虛擬品牌的ADO牛仔褲和BSA牙膏，以北區大學商管學院 的學生為受測對象，採便利抽樣，共計回收有效樣本616份。實驗結果顯示，不同的廣告訴 求策略對於品牌權益的顧客基礎來源之建立具有顯著的影響效果，而顧客基礎來源的評價與 財務性品牌權益也具有顯著的正向關係，顯示品牌權益可經由廣告對顧客基礎來源的影響而 建立。最後，不同組合類型若配合適當的廣告訴求策略，將有助於品牌權益水準的提昇。

　　　　　This study is to explore how to build customer-based brand equity via advertising strategy. Considering literature review, the sources fo customer- based brand equity include functional attribute-based and non-functional attribute-based, which imply to four combinations--integrated orientation, functional attribute orientation, non-functional attribute orientation, and low equity orientation. Two advertising strategies (central and peripheral route ) with three combinations lead to 2*3 factorial experimental design, low equity orientation as a control group. Research objects are Jean and toothpaste with fictitious brand name of ADO and BSA respectively. Undergraduate students are recruited as research subject via convenience sampling, result to 616 efficient samples. The results indicate that different advertising strategies have significant impact on the construction of the sources of customer-based brand equity, which show positive relationship significantly with financial brand equity level. Finally, the different combination matching proper advertising strategy will facilitate the building of brand equity.