臺灣博碩士論文加值系統

品牌是企業與消費者之間一項重要的溝通工具，同時對於顧客的購買決策和判斷也有著關鍵的影響力。當品牌伴隨著形象價值集合愈多，其與消費者之間所建立的品牌關係品質也會愈好。近年來在國內通路日益強大下，台灣零售業也興起發展自有品牌的風氣，使得業者對於自有品牌的推出更加積極。
本研究以兩種不同業態－便利商店與量販店為例，並利用實證研究探討品牌形象、品牌關係品質與品牌忠誠度之間的關係。本研究主要結論如下：
1.功能性品牌形象會正面影響品牌忠誠度，非功能性品牌形象與組織聯想形象會因業態別的不同而有差異的影響。
2.功能性品牌形象與非功能性品牌形象會正面影響品牌關係品質，品牌關係品質的建立將有助於提昇品牌忠誠度。
3.依據中介效果的影響，零售業之自有品牌的「品牌形象」將透過「品牌關係品質」的中介效果來影響「品牌忠誠度」。
4.分析結果顯示，便利商店在自有品牌的發展上應著重於三種品牌形象的建立，藉以提昇消費者的忠誠度，而量販店之自有品牌的發展則首重於自有品牌之功能性品牌形象的建立。

Brand is an important tool for business to communicate with consumer. Furthermore, it also a key point for customers to make purchase decision and judgment. The more brand image values the brand has, the more brand relationship quality would be established by consumers. In recent years, the retailer’s have more channel advantag and more aggressive to develop the private brands. In order to attract consumers to purchase products, firms develop their private brands enthusiastically. Nowadays, the consumers have known more about private brands.
This research investigates two types of retailing operation in Tainan－convenience store and　mass merchandiser. The purpose is to find out the relationships among brand image、brand relationship quality and brand loyalty. The results of the analysis are as follows：
1.Functional image will influence brand loyalty positively, but abstract image and organize image will have different effects owing to type of operation.
2.Functional image and abstract image will influence brand relationship quality positively, and brand relationship quality will enhance brand loyalty.
3.Brand relationship quality is an important mediate variable between brand image and brand loyalty.
4.The convenience store has to take all brand images tactics to enhance consumer’s brand loyalty, but the mass merchandiser has to emphasis on functional image to develop their private brand.

摘要..................................i
Abstract..............................ii
致謝..................................iii
目錄..................................iv
表目錄................................vii
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 研究流程.........................5
第二章　相關理論與文獻探討............6
2.1 品牌形象.........................6
2.1.1 品牌的相關理論..................6
2.1.2 品牌形象之定義..................9
2.1.3 品牌形象的分類.................11
2.2　品牌關係品質....................17
2.2.1 品牌關係之重要性...............17
2.2.2 品牌關係的發展與定義...........19
2.2.3 品牌關係品質之相關理論.........21
2.3　品牌忠誠度......................25
2.3.1品牌忠誠度之利益................25
2.3.2 品牌忠誠度之定義與衡量.........26
2.4 零售業之自有品牌................27
2.4.1 自有品牌之發展與定義...........27
2.4.2 不同業態發展自有品牌之現況.....30
2.4.3 自有品牌與品牌忠誠度相關研究...32
2.5 品牌形象與品牌關係品質..........34
2.6　品牌關係品質與品牌忠誠度........36
第三章　研究方法.....................37
3.1　觀念性架構......................37
3.2　研究假設........................39
3.3 研究變數之操作性定義與衡量......44
3.4　零售商店／產品的選擇............50
3.5　研究設計........................53
3.6　統計分析方法....................56
第四章　資料分析.....................58
4.1 敘述性統計分析...................58
4.1.1　回收樣本結構..................58
4.1.2 研究變數之敘述性分析..........60
4.2信度與效度的檢定..................65
4.2.1　信度分析......................65
4.2.2 因素分析......................67
4.2.3　譣證性因素分析................71
4.3 假設檢定.........................75
4.3.1　Pearson相關分析...............75
4.3.2　路徑分析......................76
4.3.3 分群衡量模式無異檢定..........83
第五章　結論與建議...................93
5.1 研究發現與結論...................93
5.2 研究限制.........................98
5.3 建議.............................99
5.3.1實務建議........................100
5.3.2後續研究建議....................103
參考文獻.............................105
附錄一　7-ELEVEN整體結構模式路徑圖...113
附錄二　家樂福整體結構模式路徑圖.....114
附錄三　7-ELEVEN商店品牌之品牌形象問卷..115
附錄四　家樂福商店品牌之品牌形象問卷....118

1.Aaker David A. and Joachimsthale Erichr著，高登第譯，品牌領導（Brand Leadership），天下遠見出版股份有限公司，民國90年。　
2.方世榮，統計學導論，華泰書局，民國90年。
3.王慧娥，零售地位抬頭重整流通經路，流通世界雜誌，3月號，民國89年，頁16-19。
4.吳一斌，品牌卡位贏家，台北：維德文化，民國88年。
5.吳萬益、林清河，企業研究方法，華泰書局，民國89年。
6.邱千芝，零售通路商品購買狀況調查，流通快訊雜誌，民國92年2月，頁40-41。
7.邱晧政，量化研究與統計分析，五南圖書出版中心，民國89年。
8.胡政源，品牌關係與品牌權益，新文京開發出版股份有限公司，民國91年12月。
9.范碧珍， WTO掀起品牌保衛戰，突破雜誌，198期，民國91年，頁52-65。
10.候欣儀，優酪乳消費者使用調查，流通快訊雜誌，民國92年8月，頁37-39。
11.張素璇，自有品牌是好牌，天下雜誌，民國86年10月，頁138-141。
12.張紹勳、林秀娟，SPSS FOR WINDOWS統計分析，松崗書局，民國88年。
13.許英傑、黃慧玲，零售品牌傳遞消費價值，TCFA台灣連鎖暨加盟協會：http://www.tcfa.org.tw，民國92年。
14.黃俊英，多變量分析，中國經濟企業研究所，第七版，民國91年。
15.王怡文，消費者對於商店品牌態度與購買行為關聯之研究，高雄第一科技大學行銷與流通管理所碩士論文，民國91年。
16.王明妤，新產品開發流程中功能性價值之選擇研究－以數位電視機與經營資訊服務為例，交通大學工業工程與管理學系科技管理組博士論文，民國91年。
17.王德剛，品牌概念形象、廣告策略與品牌權益之關係，東吳大學企業管理研究所碩士論文，民國86年。
18.吳真瑋，品牌個性與品牌關係關連性之研究，國立台灣大學商學研究所碩士論文，民國87年。
19.李天蟜，世代別於品牌個性認知與品牌關係型態差異性之研究－產品類別與自我形象干擾效果之探討，元智大學管理研究所碩士論文，民國89年。
20.李怡寬，影響品牌延伸領域及消費者對品牌延伸評估因素之研究，國立中央大學企業管理研究所之碩士論文，民國83年。
21.洪順慶，陳振隧，品牌聯想策略對品牌權益影響之研究，管理學報，中華民國管理科學學會，民國87年。
22.袁瑜卿，關係結合類型對關係品質之影響-探討產品涉入之干擾效果，雲林科技大學企業管理所碩士論文，民國91年。
23.張允文，組織聯想與產品聯想對品牌權益之影響，國立雲林科技大學企業管理研究所碩士論文，民國87年。
24.張立品，品牌體驗對品牌關係影響之研究，逢甲大學企業管理所碩士論文，民國92 年。
25.張愛華，商店印象之研究，國立政治大學企業管理研究所未出版，碩士論文，民國67年。
26.莊昆霂，大型電腦賣場與內部商店之服務品質對關係品質之影響，雲林科技大學企業管理所碩士論文，民國90年。
27.葉香麟，品牌形象、品牌關係與知覺品質關係之研究-以美白化妝品業為例，銘傳大學管理科學研究所碩士論文，民國92年。
28.趙政豪，品牌與消費者間人格自我狀態互動之研究－交流分析觀點，中央大學企業管理所碩士論文，民國88年。
29.歐妙純，品牌利益、品牌關係型態、與品牌忠誠度之關聯性研究，中興大學企業管理所碩士論文，民國92年。
30.鄭琇方，非營利組織品牌形象與捐贈者轉換行為間關係之研究─以關係連結之中介角色分析研，高雄第一科技大學行銷與流通管理所碩士論文，民國91年。
31.韓武益，台灣零售業私有品牌商品之形象定位探討，東海大學工業工程研究所碩士論文，民國89年。
32.Aaker, D. A., Managing Brand Equity, New York, the Free Press, 1991.
33.Aaker, D.A., Building Strong Brand, NY: The Free Press, 1996.
34.Hair, J. F., R. E. Anderson, R. L. Tatham, and W. C. Black, Multivariate Data Analysis (5th edn). Prentice Hall International: UK.1998.
35.Hinde, R. A., A Suggested Structure for a Science of Relationships, Personal Relationship, London: Academic Press, 1995.
36.Howard, J. A. and J. N. Sheth, The Theory of Buyer Behavior, John Willey and Sons, New York, 1969.
37.Jacoby, J., and R. W. Chestnut, Eds, Brand loyalty: Measurement and Management, NY: John Wiley and Sons, 1978, pp.1-32.
38.Keegan, Moriarty and Duncan, Marketing, New Jersey, A Division of Simon and Schuster, 1995, pp.316-341.
39.Keller, Kevin Lane, Strategic brand management: building measuring and managing brand equity, Upper Saddle River, NJ: Prentice Hall, 1998.
40.Schultz, D. E. and Barnes, B., Strategic Advertising Campaigns, Ill: NTC Publishing Group, 1995.
41.Wilkie, W. L., Consumer Behavior, New York: John Wiley & Sons, Inc, 1986..
42.Wortzel, L., Multivariate Analysis, NJ: Prentice Hall.1979.
43.Aaker and Joachimsthaler, “Brand Leadership”, Academy of Marketing Science. Journal. Greenvale: Spr, Vol.30, Iss. 2, 2002, pp.175-178.
44.Aaker and Keller, “Consumer Evaluations of Brand Extensions”, Journal of Marketing, Vol. 54, Iss. 1, 1990, pp.27-41.
45.Ambler, “Brand Development versus New Product Development: toward a Process Model of Extension Decisions”, The Journal of Product and Brand Management, Vol.6, Iss.4, 1997, pp.222.
46.Assael and Henry, “Consumer Behavior and Marketing Action”, 6th edition, Southwestern College Publishing, 1998, pp.282-310.
47.Baldinger, Allan L., and J. Rubinson, “Brand Loyalty: The Link between Attitude and Behavior,” Journal of Advertising Research, Vol. 36, No. 3, 1996, pp. 22-34.
48.Bagozzi, R. P., and Y. Yi, “On the Evaluation of Structural Equation Models.” Journal of the Academy of Marketing Science, Vol.16, 1988, pp.74-94
49.Barnes, James G., “Close to the Customer: but is it really a Relation-ship?” Journal of Marketing Management, Vol.10, 1994, pp.561-570..
50.Bearden, William O., Donald R. Lichtenstein, and Jesse E. Teel, “Comparison Price, Coupon, and Brand Effects on Consumer Reactions to Retail Newspaper Advertisements,” Journal of Retailing, Vol. 60, Sum, Iss. 2; 1984, pp.11-35.
51.Belk, R., “Possessions and The Extended Self,” Journal of Consumer Research, Vol.15, Sept., 2000, pp.139-168.
52.Belk, Russell W. and John F. Sherry Jr., “Wallendorf, Melanie”. Journal of Consumer Research. Gainesville: Mar, Vol. 14, Iss. 4; 1998, pp. 449 -471.
53.Bendapudi, N. and L. L. Berry, ”Consumer Motivations for MaintainingRelationships With Service Provides”, Journal of Retailing, Vol 73(1), 1997, pp.15-37
54.Biel, A. L., “How Brand Image Drives Brand Equity, Journal of Advertising Research”, New York; Nov; Vol. 32, Iss. 6, 1992, pp.6-12.
55.Blackston, M., “Observations: Building Brand Equity by Managing the Brand’s Relationships,” Journal of Advertising Research, Vol.40, No.6, 2000, pp.101-105.
56.Blackston, M., “Observations: Building Brand Equity by Managing the Brand’s Relationships”, Journal of advertising research, May/Jun, 1992, pp.79-83.
57.Blackston, M., “The Qualitative Dimension of Brand Equity”, Journal of Advertising Research, New York, Nov/Dec, Vol. 40, Iss. 6, 1995, pp.101-106.
58.Brandt M., “Don’t dis your brand”, MC Technology Marketing Intelligence; New York; Jan., 1998.
59.Burton, Scot, Donald R. Lichtenstein, Richard G. Netemeyer and Judith A. Garretson, “A Scale for Measuring Attitude toward Private Label Products and Examination of its Psychological and Behavior Correlate,” Academy of Marketing Science. Journal, Vol. 26, Issue 4, 1998, pp. 293-306.
60.Capenter, Gregory S. and Alice M. Tybaut, “Meeting the Challenge of the Postmode Consumer”, Mastering Marketing Series. Financial Times, pt.4, 1998, pp.2-3.
61.Chaudhuri, Arjun and Morris B. Holbrook, “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty," Journal of Marketing, Vol. 65 (April), 2001, pp. 81-93.
62.Chernatony, L. D. and G. McWilliam, “The Varying Nature of Brands as Assets: Theory and Practice”, International Journal of Advertising, Vol. 8, Iss. 4; 1989, pp. 339-350.
63.Copeland, M. T., “Relation of Consumer’s Buying Habits to Marketing Method, “Harvard Business Review, 1, 1923, pp.282-289.
64.Corstjens, Marcel and R. Lal,”Building Store Loyalty Through Store Brands”, Journal of Marketing Research, 37(Aug.), 2000, pp.281-291.
65.Crosby, L. A., K. R. Evans and D. Cowles, “Relationship Quality in Service Selling: An Interpersonal Influence perspective”, Journal of Marketing, Vol.54, July 1990, pp. 68-81.
66.Dacin, Peter A. and Tom J. Brown, “The Company and the Product: Corporate Associations and Consumer Product Responses”, Journal of Marketing, Chicago, Jan, Vol.61, Iss. 1; 1997, pp.68-85.
67.Deighton, John, “The Future of Interactive Marketing”, Harvard Business Review, Boston, Nov-Dec, Vol. 74, Iss. 6; 1996, pp. 151-161.
68.Dick, Alan S. and Kunal Basu, “Customer Loyalty：Toward AnIntegrated Conceptual Framework,” Journal of the Academy of MarketingScience, Vol.22, 1994, pp.99-113.
69.Dodds, W. B., K. B. Monroe and D. Grewal, “The Effects of Price, Brand, and Store Information on Buyers’Product Evaluation,”Journal of Marketing Research, Vol.28, 1991, pp.307-319.
70.Duncan, T. and S. Moriarty, “Brand Relationships Key to Agency of the Future,” Advertising Age, Oct, Vol.18, 1999, pp.44.
71.Farris, Paul.W, and Kusum Ailawadi,”Retail Power: Monsteror Mouse?” Journal of Retailing, Vol.68, Win, 1992, pp.351-369.
72.Fournier, S., “Consumer and Their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research, Vol.24, 1998, pp.343-373.
73.Fournier, S. and D. G. Mick, “Preventing the premature death of relationship marketing,”Harvard Business Review 76(1), 1998, pp.42-51.
74.Fournier, S. and Julie L. Yao,”Reviving Brand Loyalty: Areconceptionalization within the fremework ofConsumer-Brand relationships”, International of Journal of Research in Marketing, 14, 1997, pp.451-472.
75.Frederick E. Webster, Jr.,”Understanding the relationship among brands, Consumers, and Resellers”, Journal of the Academy of Marketing Science, Vol.28, No.1, 2000, pp.17-23.
76.Garbarino, E. and M. S. Johnson, ”The different roles of satisfaction, trust, and commitment in customer relationships”, Journal of Marketing, 63(2), 1999, pp.70-87
77.Griffin, J., “Customer Loyalty: How to Earn It, How to Keep It”, Simmon and Schuster Inc, 1995.
78.Gundlach, Gregory T., Ravi S. Achrol, and John T. Mentzer, “The Structure of Commitment in Exchange,” Journal of Marketing, Vol.59, Janu, 1995, pp.78-92.
79.Helge, T., M. Supphellen, H. Nysveen, and P. E. Pedersen, “Building Brand Relationships online: A Comparison of Two Interactive Applications”, Journal of Interactive Marketing, Vol.16, summer, 2002, pp.17-33.
80.Hoch, Stephen J., “How Should National Brands Think About Private Labels? ＂, Cambridge, winter, Vol.37, Iss. 2; 1996, pp. 89-103.
81.Holak, Susan, Donald Lehmann, and Fareena Sultan, “The Role of Expectations in the Adoption of Innovative Consumer Durables: Some Preliminary Evidence.” Journal of Retailing, 3(fall), 1987, pp. 243-259.
82.Jacoby, J. and J. C. Olson, “An attitude model of brand loyalty: conceptual underpinnings and instrumentation research, 1970, pp.
83.Keller, K. L., “Building Customer-Based Brand Equity”, Marketing Management, Vol.10, 2001, pp.14-20.
84.Keller, K. L., “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”, Journal of Marketing, Chicago, Jan, Vol. 57, Iss. 1, 1993, pp.1-22.
85.King, S., “Brand-Building in the 1990s”, The Journal of Consumer Marketing, Santa Barbara; fall, Vol. 8, Iss. 4; 1991, pp. 43-53.
86.Kim, Chung K., Anne M. Lavack, and Margo Smith, “Consumer Evaluation of Vertical Brand Extensions and Core Brands,” Journal of Business Research, 52, 2001, pp. 211-222.
87.Krishnan, H S., “Characteristics of Memory Associations: A Consumer-Based Brand Equity Perspective”, International Journal of Research in Marketing. Amsterdam, Oct, Vol. 13, Iss. 4; 1996, pp. 389-406.
88.LaBarbera, Priscilla A. and Mazursky David, “A Longitudinal Assessment of Customer Satisfaction/Dissatisfactions: The Dynamic Aspect ofthe Cognitive Process”, Journal of Marketing Research, 20(Nov), 1983, pp.393-404.
89.Light, Larry.,” At the center of it all is the brand”, Advertising Age. Vol.64, Mar, 1993, p.22.
90.Martineau, Pierre, “The　Personality of　the Retail Store ”,Harvard Business Review, Vol.36, January, 1958, pp.47-55.
91.Martin, G. S. and T. J. Brown, “In Search of Brand Equity: TheConceptualization and Measurement of the Brand Impression Construct,”Marketing Theory and Applications, Chicago: American Marketing Association, 1990, pp.431-438.
92.Mick, D. G. and S. Fournier, “Paradoxes of Technology: Consumer Cognizance, Emotions and Copying Strategies” Journal of Consumer Research, Vol.25, Sep., 1998, pp.123-143.
93.Morgan, Robert M. and Shelby D. Hunt, “The Commitment-Trust Theory of Relationship Marketing”, Journal of Marketing, Vol.58, Iss.3, 1994, pp.20-38.
94.Oliver, R. L., “Whence Consumer Loyalty?” Journal of Marketing, Special Issue, Vol.63, 1999, pp.33-44.
95.Park, C. W., B. J. Jaworski and D. J. Maclnnis, “Strategic Brand Concept-Image management”, Journal of Marketing, Vol.50, Iss.4, Oct, 1986, pp.133-145.
96.Plummer, Joseph T., “Brand Personality: A Strategic Concept for Multinational Advertising”, in Marketing Educators, Conference. New York: Young & Rubicam, 1985, pp.1-31.
97.Reichheld, F. E. and W. E. Sasser Jr., “Zero-Defections Quality Comes to Services,” Harvard Business Review, September-October, 1990, pp. 105-111.
98.Reichheld, Frederick F. and Phil Schefter, “E-Loyalty: Your Secret Weapon on the Web,” Harvard Business Review, 78 (July/August), 2000, pp.105-113.
99.Reichheld, Frederick F., “Loyalty-Based Management.” Harvard Business Review, 71(March-April), 1993, pp.64-73.
100.Reichheld F. and P. Dawkins, “Customer Retention as a Competitive Weapon”, Directors and Board, 14(summer), 1990, pp.42-47.
101.Reichheld, Frederick F. and Sasser, W. Earl, Jr., “Zero Defections: Quality Comes to Services”, Harvard Business Review. Boston: Sep/Oct. Vol. 68, Iss. 5; 1990, pp. 105-112.
102.Shankar Ganesan, “Determinants of long-term orientation in buyer-seller relationships”, Journal of Marketing, Chicago, Spr, Vol.58, Iss. 2; 1994, pp.1-20.
103.Shocker, Allan D., Rajendra K. Srivastava, and Robert W. Rueckert, “Challenges and opportunities facing brand management: an introduction to the special issue”, Journal of Marketing Research, Vol.31, 1994, pp.149-158.
104.Smith, B., “Buyer-Seller Relationship：Bonds, Relationship Management, Sex-type”, Canadian Journal of Administrative Sciences, Vol.15, Iss.1, 1998, pp.76-92.
105.Solomon, Michael R., Carol Surprenant, John A. Czepiel and Evelyn G. Gutman,“A Role Theory Perspective on Dyadic Interactions：The Service Encounter”, Journal of Marketing, Vol.49, Winter, 1983, pp.99-111.
106.Tucker W. T., “The Development of Brand Loyalty”, Journal of Marketing Research, Chicago, Aug, Vol.1, Iss.3; 1986, pp.32-36.
107.Zaichlowsky, J. L., “Measuring the Involvement Construct”, Journal of Customer Research, Vol.12（Dec）, 1985, pp.341-352.
108.Zeithaml, Valarie A.” Consumer perception of price, quality andvalue: A means-end model and synthesis of evidence. Journal of Marketing, Vol.52, 1988, pp.2-22.