臺灣博碩士論文加值系統

本研究希望可以提升管理者與學者對於管理實務與後續研究上之效率，因此本研究透過品牌形象相關文獻之實證結果來引導後設分析。在文獻收集部份，本研究利用ProQuest商學資訊全文資料庫及Business Source Premier-BSP電子資料庫做為本研究文獻收集工具，以brand image做為文獻搜尋的關鍵字，並依據四項文獻篩選準則，最後篩選共三十八篇的文獻做為本研究分析與討論之用。本研究之後設分析理論架構主要在探討品牌形象、品牌知曉、知覺品質及社群對於顧客績效與企業績效之影響。
本研究提出了後設分析理論架構的量化彙總結果，結果發現知覺品質與企業績效存在高度的相關，品牌知曉與顧客績效及社群與顧客績效之間存在著中高度相關，且發現顧客績效對品牌知曉與企業績效之關係存在中介效果。
本研究由研究結果提出對於管理實務與後續研究之建議，企業可以透過增強顧客之知覺品質來提高企業之績效。企業希望增強顧客之品牌識別能力以提升績效，但是反而因為成本上的花費而減少了企業績效。可以朝本研究之理論架構進行前因構面之後續研究，對於理論架構之中介變項亦可進行後續探討。

The research aims to support managers and researchers to improve their effectiveness. For this reason, the research conducts a mate-analysis that aggregates empirical findings from the brand image literatures. These literatures collect from ProQuest electric data bank and Business Source Premier-BSP electric data bank and use the keywords “brand image”. Then it follows the four principals to choose the appropriate research. At last 38 literatures are used to analyze and discuss. This research’s meta-analysis framework discusses brand image, brand awareness, perceived quality and community; moreover, this research further experiment the framework that how to affect customer’s performance and company’s performance.
This research provides a quantitative summary of the findings regarding on the meta-analysis framework. This research also finds that the correlation of the perceived quality-company’s performance is strong. The correlation of brand awareness-customer’s performance and the community-customer’s performance are mezzo strong. The customer’s performance is the mediator between brand awareness and company’s performance.
The contribution to management and further research of this research are stated in following. In order to improve company’s performance, they have to enhance customer’s perceived quality. Although Companies want to enhance their brand recognition; however, they spend more costs and resulting in a reduction of company’s performance. Further research can make a study of the antecedents of brand image. Other mediators to the meta-analysis framework can be studied and discussed.

目　錄
目　錄........................................................................I
圖目錄.......................................................................IV
表目錄........................................................................V
第一章 緒論...................................................................1
1.1 研究背景..................................................................1
1.2 研究動機..................................................................2
1.3 研究目的..................................................................2
1.4 研究流程..................................................................2
第二章 文獻探討...............................................................4
2.1 品牌......................................................................4
2.1.1 品牌的定義..............................................................4
2.2 品牌形象..................................................................4
2.2.1 品牌形象定義............................................................4
2.2.2 品牌形象之分類與相關構面................................................8
2.3 本研究構面之定義、別名及代表性研究.......................................10
2.4 後設分析.................................................................13
2.4.1 後設分析的定義.........................................................13
2.4.2 後設分析的發展.........................................................13
2.4.3 後設分析之使用目的與功能...............................................15
2.4.4 後設分析之步驟.........................................................16
第三章 研究架構與研究方法....................................................17
3.1 研究架構.................................................................17
3.2 研究假設.................................................................18
3.3 後設分析資料庫之發展.....................................................19
3.3.1 文獻資料之蒐集對象及搜尋工具...........................................19
3.3.2 蒐集研究資料之準則.....................................................19
3.3.3 研究資料之登錄.........................................................19
3.4 研究方法.................................................................20
3.4.1 後設分析...............................................................20
3.4.2 Schmidt-Hunter法.......................................................20
3.4.3 本研究後設分析法之資料處理流程.........................................22
3.4.4 結構方程式統計軟體LISREL...............................................23
第四章 分析結果與討論........................................................24
4.1 品牌形象各變數間分析結果.................................................25
4.2 品牌形象各構面間分析結果.................................................34
4.3 LISREL分析...............................................................36
第五章 結論與建議............................................................40
5.1 結論與管理意涵 ...........................................................40
5.2 研究限制.................................................................42
5.3 後續研究建議.............................................................42
參考文獻.....................................................................44
附錄一：Schmidt-Hunter後設分析法.............................................49
附錄二：後設分析之文獻樣本資料...............................................54
附錄三：主構面之後設分析結果.................................................62
圖目錄
圖1-1 研究流程................................................................3
圖2-1 品牌形象分類............................................................8
圖3-1 研究架構...............................................................17
圖3-2 本研究後設分析法之資料處理流程圖.......................................22
圖4-1 模型一架構圖...........................................................38
圖4-2 模型四架構圖 ...........................................................38
表目錄
表2-1 品牌形象的定義..........................................................5
表2-1 品牌形象的定義(續)......................................................6
表2-2 品牌形象之定義、構面別名及代表性研究之彙總表............................7
表2-2 品牌形象之定義、構面別名及代表性研究之彙總表（續）......................8
表2-3 本研究構面之定義、構面別名及代表性研究之彙總表.........................10
表2-3 本研究構面之定義、構面別名及代表性研究之彙總表（續1）..................11
表2-3 本研究構面之定義、構面別名及代表性研究之彙總表（續2）..................12
表2-4 後設分析法之發展情形表.................................................13
表2-4 後設分析法之發展情形表（續1）..........................................14
表2-4 後設分析法之發展情形表（續2）..........................................15
表3-1 各種統計量轉換成相關係數r值之轉換公式..................................21
表3-2 LISREL模型配適度衡量指標..............................................23
表4-1 Cohen效果量r值的參考標準...............................................24
表4-2 品牌形象各變數間之研究資料.............................................25
表4-2 品牌形象各變數間之研究資料（續1）......................................26
表4-2 品牌形象各變數間之研究資料（續2）......................................27
表4-2 品牌形象各變數間之研究資料（續3）......................................28
表4-3 品牌形象各變數間研究結果...............................................29
表4-3 品牌形象各變數間研究結果（續1）........................................30
表4-3 品牌形象各變數間研究結果（續2）........................................31
表4-4 構面研究分析結果彙總...................................................34
表4-5 構面之相關係數矩陣.....................................................35
表4-6 LISREL分析結果.........................................................37
表4-7 研究假設...............................................................39
附表3-1 本研究取樣研究資料整理表.............................................54
附表3-1 本研究取樣研究資料整理表(續1)........................................55
附表3-1 本研究取樣研究資料整理表(續2)........................................56
附表3-1 本研究取樣研究資料整理表(續3)........................................57
附表3-1 本研究取樣研究資料整理表(續4)........................................58
附表3-1 本研究取樣研究資料整理表(續5)........................................59
附表3-1 本研究取樣研究資料整理表(續6)........................................60
附表3-1 本研究取樣研究資料整理表(續7)........................................61
附表3-1 構面間之後設分析結果.................................................62

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二、中文部分
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2.邱皓政，「結構方程式模型LISREL的理論、技術與應用，台北:雙葉書廊，民國92年。
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設計研究所碩士論文，民國93年。
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5.應立志、鍾燕宜，「整合分析方法與應用」，台北：華泰文化事業公司，民國89年。