臺灣博碩士論文加值系統

自1996年到1998年間行動電話電信業務開放民營以來，使用手機人數大幅成長，目前手機在台灣是屬於普及率與汰換率頗高的科技通訊產品，換手機的需求不斷增加，因此，公司除了需具備能滿足消費者朝向更個人化與多樣化需求的手機產品設計能力外，更應具備好的品牌策略，使消費者對於品牌形象的印象良好，也應了解哪些因素會影響消費者的忠誠度，進而增加企業的品牌績效，擴大手機產品的市場佔有率。
本研究經由相關文獻探討，整合過去學者著作及相關研究，發展一品牌策略、品牌形象、顧客忠誠度與品牌績效的理論架構。以台灣地區手機業之消費者為研究對象，透過問卷調查法，並以線性結構模式探討該產業中品牌策略、品牌形象、顧客忠誠度與品牌績效之關連性。
研究發現：品牌策略對品牌形象，品牌形象對顧客忠誠度，品牌形象對品牌績效，以及顧客忠誠度對品牌績效皆有顯著的正向影響，而品牌策略對顧客忠誠度無顯著影響。本研究以手機業消費者為實證對象，探討各變數之關係，並研擬行銷策略提供業界做為參考，期能對其經營品牌與品牌策略之制定有所貢獻。

Since telecommunications privatization in the 1990s, mobile phone users have increased greatly. Nowadays, mobile phones become popular and highly-eleminated technology products so the needs for changing mobile phones have risen significantly. Therefore, enterprises should not only possess the diverse design for customer-oriented mobile phones but also make good use of brand strategies to build better brand images of enterprises impressing customers. As a result, enterprises have to also understand how the factors of brand strategy or brand image may influence cutomers loyalty and then elevate brand performance to expand market share for mobile phones.
This research integrated with academic writings and with related references has developed a brand strategy, brand image, customer customer loyalty and brand performance theory framework. The survey takes the consumers of mobile industry in Taiwan. The data, collected by a questionnaire investigation method in Taipei, probe into how the brand strategy, brand image, customer loyalty, and brand performance connect with one another in the industry of mobile phone by a way of AMOS linear structure.
The most significant findings are:
1.There is a significant, positive correlation between Brand Strategy and Brand Image.
2.There isn’t a significant, positive correlation between Brand Strategy and Customer Loyalty.
3.There is a significant, positive correlation between Brand Image and Customer Loyalty.
4.There is a significant, positive correlation between Brand Image and Brand Performance.
5.There is a significant, positive correlation between Customer Loyalty and Brand Performance.
The survey takes the consumers of mobile phone industry to discover the relationships among different variables. The findings are to provide enterprises with marketing strategies and mobile phone brand mangagement.

摘 要 i
ABSTRACT ii
誌　謝 iv
目　錄 v
表目錄 viii
圖目錄 ix
第一章 緒論 1
1.1. 研究背景與動機 1
1.2. 研究目的 4
1.3. 研究範圍 5
1.4. 研究流程 6
第二章 文獻探討 7
2.1. 品牌策略 7
2.1.1. 品牌策略的定義 8
2.1.2. 品牌策略的構面 13
2.1.3. 小結 17
2. 2. 品牌形象 18
2.2.1. 品牌形象的定義 18
2.2.2. 品牌形象的構面 22
2.2.3. 小結 23
2. 3. 顧客忠誠度 24
2.3.1. 顧客忠誠度的定義 24
2.3.2. 顧客忠誠度的構面 25
2.3.3. 小結 26
2. 4. 品牌績效 27
2.4.1. 品牌績效的定義 27
2.4.2. 品牌績效的構面 29
2.4.3. 小結 32
第三章　研究方法 33
3.1. 研究架構 33
3.2. 研究假說 35
3.3. 研究變數的定義與衡量 38
3.4. 問卷設計 41
3.5. 研究對象與抽樣設計 44
3.5.1. 研究對象與抽樣架構 44
3.5.2. 抽樣方法與樣本大小 44
3. 6. 問卷蒐集與回收 46
3. 7. 資料分析方法 47
3. 8. 效度與信度分析 48
3.8.1. 效度 48
3.8.2. 信度 50
第四章　資料分析與結果 52
4.1. 樣本資料之分析 52
4.1.1. 樣本品牌選擇概況 52
4.1.2. 受訪者性別 55
4.1.3. 受訪者年齡 55
4.1.4. 受訪者職業性質 56
4.1.5. 受訪者受教育程度 57
4.1.6. 受訪者平均所得 58
4.1.7. 受訪者換手機的時間 59
4.2. 線性結構關係模式之建立與分析 60
4.2.1. 相關分析 60
4.2.2. 線性結構關係架構分析 61
4.2.3. 線性結構關係模式評估 63
4.3. 模式假說檢定 68
4.3.1. 品牌策略對品牌形象之影響 68
4.3.2. 品牌策略對顧客忠誠度之影響 69
4.3.3. 品牌形象對顧客忠誠度之影響 70
4.3.4. 品牌形象對品牌績效之影響 71
4.3.5. 顧客忠誠度對品牌績效之影響 72
4.3.6. 變數間影響效果分析 74
第五章 結論與建議 76
5.1. 研究結論 76
5.2. 研究討論 78
5.3. 行銷涵義 79
5.4. 研究貢獻 81
5.5. 研究限制 84
5.6. 未來研究建議 85
參考文獻 86
ㄧ、中文部份 86
二、英文部份 87
附錄A：研究問卷 92
附錄B：產業分析 97

ㄧ、中文部份
[1]林慶村(2005)，銀行業服務品質、企業形象、顧客滿意度與顧客忠誠度關聯性之研究，碩士論文，私立朝陽科技大學企業管理系碩士班。
[2]吳克振編譯(2001)，品牌管理，Kevin Lane Keller 著，華泰文化事業股份有限公司。
[3]徐安君(2001)，行動電話服務品質與顧客滿意之研究，碩士論文，私立中國文化大學國際企業管理研究所。
[4]黃建彰(2003)，有換機需求之消費者對手機品牌忠誠度之研究，碩士論文，國立交通大學經營管理研究所。
[5]陳佩秀譯(2001)，John Mariotti著，Smart MBA自修手冊2:品牌，遠流出版股份有限公司。
[6]陳振輔(2001)，品牌形象與設計策略之結合，設計雙月刊第101期。
[7]劉明哲(2003)，消費者生活型態、消費者購買涉入程度與廣告訴求對廣告效果之影響－以行動電話為例，碩士論文，私立中國文化大學國際企業管理研究所。
[8]蕭翰承(2007)，產品知識對品牌權益與消費者購買意願關係之干擾效應-以全球手機品牌為例，碩士論文，私立大葉大學國際企業管理學系碩士班。
二、英文部份
[9]Aaker, David A. (1991), “Managing Brand Equity：Capitalizing on The Value of a Brand Name,” The Free Press.
[10]Aaker, David A. (1996), Measuring Brand Equity Across Product and Markets, California Management Review, Vol.38, No.3, pp.102-120.
[11]Aaker & Joachimsthaler（2000）, The brand relationship spectrum: The key to the brand architecture challenge, California Management Review, Berkeley, Summer.
[12]Arnold, David, 1995. The Handbook of Brand Management, Bardon Chinese Media Agency.
[13]Bhote, K. R. (1996), Beyond Customer Satisfaction to Customer Loyalty: The Key to Greater Profitability, American Management Association, New York, NY.
[14]Biel, A.L. (1992), “How Brand Image Drives Brand Equity,” Journal of Advertising Research, Vol.32 (11) , pp.6-12.
[15]Chernatony, L.D., & McWilliam,G. (1989), “Brand terminology the real debate,”Marketing Intelligence and Planning, Vol.7, No.7, pp.29-32.
[16]Clark, B. H.（2000）, “Managerial Perceptions of Marketing Performance: Efficiency, Adaptability, Effectiveness and Satisfaction.” Journal of Strategic Marketing, vol. 8, pp.3-25.
[17]Craig, J. T., Aric, R., & Zeynep Arsel（2006）, “Emotional Branding and the Strategic Value of the Doppelganger Brand Image,” Journal of Marketing, vol.70 , pp.50-64.
[18]Davis, S.M.（2002）, “Brand Asset Management: How businesses can profit from the power of brand”, The Journal of Consumer Marketing, Vol.19, No.4/5, pp. 351-358.
[19]Delaney, J.T. & Huselid, M.A.(1996), “The impact of human resource management practices on perception of organizational performance”, Academy of Management Journal, pp.949-969.
[20]Dobni, D. (1990), “In Search of Brand Image：A Foundation Analysis,” Advances in Consumer Research, 17(1), 110-119.
[21]Duquette,D.J., Stowe,A.M.,(1993) , “A Performance Measurement Model for the Office of inspector General”, Government Accountants, pp.42, 27-50.
[22]Faircloth, James B., Louis M. Capella, and Bruce L. Alford (2001), The Effect of Brand Attitude and Brand Image on Brand Equity, Journal of Marketing, pp61-75.
[23]Farquhar, D. (1990), “Marketing Brand Equity,” Journal of Advertising Research, Vol.30,7-12.
[24]Geller, E. S. (1997), “Key processes for continuous safety improvement,” Professional Safety, Vol. 42, No. 10, pp. 40-44.
[25]Grewal, Dhruv, R. Krishnan, Julie Baker & Norm Borin (1998), The Effect of Store Name, Brand Name and Price Discounts on Consumer’s Evalution and Purchase Intentions, Journal of Retailing, Vol.74, No.3, pp.331-352.
[26]Griffin J. (1995), Customer Loyalty, Simmon & Schuster Inc.
[27]Griffin, J. (1997), “Customer Loyalty:How to Earn It, How to Keep It”, Lexington Book, NY.
[28]Gronholbt, L., Martensen, A. & Kristensen, K.(2000),”The relationship between customer satisfaction and loyalty: Cross-industry differences”, Total Quality Management,11,509-516.
[29]Hood, W. , Young, S. & Lal, D(1994), “Strategic Evolution with Japanese Manufacturing Plants in Europe:UK Evidence”, International Business Review, 3(2), pp.3-26.
[30]Hu, T.L., Chang, C., Hsieh, W., & Chen, K. (2010). An Intergrated Relationship on Brand Strategy, Brand Equity, Customer Trust and Brand Performance-An Emperical Investigation of the Health Food Industry. International Journal of Organizational Innovation (Online), 2(3), 89-106. Retrieved May 12, 2010, from ABI/INFORM Global.
[31]Jones, T. O. & W. E. Sasser Jr. (1995), “Why Satisfied Customers Defect”, Harvard Business Review, November/December, 73, pp.88-99.
[32]Julio Cervino, Joaquin and Jose M. C.（2005）,”Made in Effect, Competitive Marketing Stratrgy and Brand Performance: An Empirical Analysis for Spanish Brands”, Journal of American Academy of Bussiness, vol. 6, no. 2, pp. 237-243.
[33]Kandampully, J. (1998). Service quality to service loyalty: A relationship which goes beyond customer service. Total Quality Management, 9(6), 431-443.
[34]Kaplan, R.S. & Norton, D.P.(1996) , “Using the balanced scorecard as a strategic management system”, Harvard Business Review, pp.75-85.
[35]Keller, K.L. (1993),“Conceptualizing. Measuring. And Managing Customer-Based Brand Equity, Journal of Marketing Research”, vol.57, pp.1-22.
[36]Keller, K. L.(1998) , Strategic Brand Management：Building, Measuring, and Managing Brand Equity, Upper Saddle River, NJ：Prentice-Hall.Inc.
[37]Keller, K.L. (2001), Strategic brand management: Building, Measuring and Managing Brand Equity, 2d ed. Upper Saddle River, NJ: Prentice Hall.
[38]Keller, K.L（2003）, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, ”Journal of Marketing, vol.57, pp.1-22.
[39]Kim, H.B, & Kim, W. G.（2005）,“The Relationship Between Brand Equity and Firms’ performance in Luxury Hotels and Chain Restaurants”, Turism Management, Volume: 26, Issue: 4, pp.549-560.
[40]Kotler, P. (1994), Marketing Management: Analysis, Planning Implementing, Control, 8th Edition. Englewood Cliffs, NJ: Prentice Hall.
[41]Kotler, P. (2000), Marketing Management, NY：The Free Press.
[42]Kotler & Armstrong (2004), Principles of Marketing, 10th Edition, pp.225-227.
[43]Laforet, Sylvie & Saunders, John（1994）, “Managing Brand Portfolios :How the Leaders Do It” , Journal of Advertising Researcht, 34（5）, 64–76.
[44]Laforet, Sylvie & Saunders, John（1999）, “Managing Brand Portfolios :Why
Leaders Do What They Do,” Journal of Advertising Research, 39(1), 51–66.
[45]Oliver, R. L.（1999）, “Whence Consumer Loyalty,” Journal of Marketing, vol. 63, pp. 33-44.
[46]Osler, Rob, 2003. Infusing Business and Brand Strategies Into Account Planning, Marketing Intelligence and Planning, Publisher: Emerald Group Publishing Limited.
[47]Park, C. W., Jaworski, B.J. and Maclnnis, D.J. (1986), Strategic Brand Concept-Image Management, Journal of Marketing, Vol.50, pp.135-145.
[48]Pepper D., Rogers, M., & Dorf, B.（1999）, “Is your company ready for one-to-one marketing. “ Harvard Business Review, vol.77, pp.151-160.
[49]Porter, Stephen S., & Cindy Claycomb (1997), The influence of brand recognition on retail store image, Journal of Product and Brand, Vol.6, No.6. pp.373-387.
[50]Pullig, C., Simmons, C., & Netemeyer, R. (2006), “Brand Dilution: When Do New Brands Hurt Existing Brands?”. Journal of Marketing, 70(2), 52-66.
[51]Rao, N. V., Gibson, S. A., Pyle, D. M. & Dickin, A. P. (2004), “Petrogenesis of Proterozoic lamproites and kimberlites from the Cuddapah Basin and Dharwar Craton”, Southern India. Journal of Petrology 45, pp.907–948.
[52]Reichheld, F. F. & Sasser, W. E., Jr. (1990), “Zero defections: Quality comes to services,” Harvard Business Review, Vol. 68, No. 5, pp. 105-111.
[53]Richardson, Paul S., Alan S. Dick, and Arun K. Jain (1994), Extrinsic and Extinsic Cue Effect on Perceptions of Store Brand Quality, Journal of Marketing Research, Vol.58, No.4, pp.28-36.
[54]Selnes,F. (1993), “An Examination of the Effect of Product Performance on Brand Repution, Satisfaction and Loyalty,” European Journal of Marketing,27,No.9, pp. 19-35.
[55]Singh, J. and D. Sirdeshmukh. (2000),“Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments.” Journal of the Academy of Marketing Science 28, No.1, pp. 150-167.
[56]Sinha, I. and R. Batra, 1999. The Effect of Consumer Price Consciousness on Private Label Purchase, International Journal of Research in Marketing, 16(3), pp.237-251.
[57]Sirdeshmukh Deepak, Jagdip Singh, Barry Sabol. (2002), “Consumer Trust.Value, and Loyalty in Relational Exchanges,” Journal of Marketing. Chicago: Jan., Vol. 66(1), pp.15-37.
[58]Stank, T. P., T. J. Goldsby, S. K. Vickery, and K. Savitskie. “Logistics Service Performance: Estimating its Influence on Market Share.” Journal of Business Logistics 24, no.1 (2003): 27-56.
[59]Völckner, F., & Sattler, H. (2006). “Drivers of Brand Extension Success”. Journal of Marketing, 70(2), 18-34.
[60]Zeithaml, V. A. (1988), Consumer perceptions of price, quality and value: A mean-end model and synthesis of evidence, Journal of Marketing, 52, pp.2-22.