臺灣博碩士論文加值系統

在現今以消費者導向為依歸的經濟環境中，品牌資產的建立顯得複雜且困難，一個成功的商品，必然也擁有豐厚的品牌資產。
Keller(2001)提出的以顧客為基礎的品牌資產理論框架中，消費者心中的品牌知識是創造和管理品牌資產的中心要素，而品牌知識的特徵可用兩個構成要素來描述：品牌知名度與品牌形象，當消費者對品牌有高度意識與熟悉度，並在記憶中持有強烈、有利且獨特的品牌聯想時，品牌資產即已形成。因此，要想建立某品牌的資產，行銷人員首先必須為品牌選擇品牌要素、行銷活動及次級聯想，亦即在消費者腦海中建立起該品牌專屬的品牌知識(brand knowledge)。而這個品牌知識會為品牌產生一些利益，例如較大的品牌忠誠度。因此，本研究將以具備本研究所欲探討的品牌要素(名稱、標記符號、象徵物、口號標語、廣告歌曲)、行銷活動以及次級聯想的麥當勞為研究對象，驗證本研究架構。
本研究以台北地區某大學的300名大學生為調查對象，問卷樣本有效率為97.33％。
本研究結果顯示，(1)品牌資產建立活動會正向影響品牌知識；(2)品牌知識會正向影響品牌忠誠；(3)品牌要素會正向影響品牌知名度；(4)行銷活動會正向影響品牌知名度；(5)次級聯想對品牌知名度沒有顯著影響；(6)品牌要素會正向影響品牌形象；(7)行銷活動會正向影響品牌形象；(8)次級聯想會正向影響品牌形象；(9) 品牌知名度對品牌忠誠沒有顯著影響；(10) 品牌形象會正向影響品牌忠誠；(11)品牌知識在自變數(品牌資產建立活動)和應變數(品牌忠誠)之間具有中介效果。

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 2
第二章 文獻探討 3
第一節 建立品牌的重要性 3
第二節 影響品牌資產建立的因素 6
第三節 品牌知識的內涵 17
第四節 品牌要素、行銷活動、次級聯想、品牌知名度與品牌形象間的關係...... 22
第五節 品牌忠誠 25
第六節 品牌知名度、品牌形象與品牌忠誠間的關係 27
第三章 研究方法 29
第一節 研究架構 29
第二節 研究假設 30
第三節 分析架構 31
第四節 研究變數定義與衡量 32
第四章 資料分析與研究結果 35
第一節 資料分析 35
第二節 假說驗證 37
第五章 結論與建議 45
第一節 研究結論 45
第二節 行銷涵義 47
第三節 研究限制 48
第四節 後續研究建議 48
參考文獻 50
附錄 58

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