臺灣博碩士論文加值系統

台灣量販業在發展的過程中，多家業者選擇與外資合作，希望藉由國外豐富的量販業管理經驗來提升國內的競爭能力，希望藉此能擴大市場占有率以提高議價能力。台灣量販業近幾年來產業狀況已達飽和階段，因此為了能在競爭激烈的產業環境下提升競爭力，並滿足消費者的需求，量販業者紛紛推出其自有品牌，提供消費者更多的選擇，希望藉此能增加其對自有品牌的偏好，進而產生更高的購買意願、增加購買次數，進一步也讓自家自有品牌增加其附加價值，並逐漸建立起消費者對品牌的忠誠度。
因此，本研究將觀察到的這些現象做為研究背景與動機。經由整合過去學者著作與研究，發展品牌策略、品牌形象、品牌知名度與品牌忠誠度之間的概念。透過問卷調查，並以線性結構模式，探討該產業中品牌策略、品牌形象、品牌知名度與品牌忠誠度之間的關聯性。本研究發現:品牌策略對品牌知名度、品牌策略對品牌形象、品牌知名度對品牌形象、品牌知名度對品牌忠誠度皆呈現顯著正向影響；品牌形象對品牌忠誠度並無顯著的影響；本研究以量販業自有品牌做為實證研究之對象，探討各變數之關係，並擬定行銷策略提供實務界參考，期望能對於該產業界之實際策略制定上有所幫助。

In the process of Taiwan hypermarket industry development, many companies cooperate with foreign enterprises, hoping to through the strong managerial experience of foreign enterprises to promote domestic competition force.In addition,it is hoped to expand market share and enhance the bargaining power.In recent years,Taiwan hypermarket industry has reached the saturation stage industry status.In order to improve the competitiveness in the hypermarket industry environment, and meet consumer demand,hypermarket industry have launched its own brand, to provide consumers with more choice, hoping to increase their preference for its own brand, resulting in higher purchase intention, increase the purchase frequency, also make their own brand to increase its added value, and establish a consumer’s brand loyalty gradually.
This study observe the phenomenon as the research background and motivation.Through the integration of the past scholars and research, this research has developed a brand strategy, brand image, brand awareness and brand loyalty of the theoretical framework. On the basis of the analytical framework and the developed operational model via AMOS, and the data which collected from questionnaires survey in the Taipei city and Taipei County to carry out the empirical test.
The most significant findings are as following:
1. There is a significant, positive correlation between Brand Strategy and Brand Awareness.
2. There is a significant, positive correlation between Brand Strategy and Brand Image.
3. There is a significant, positive correlation between Brand Awareness and Brand Image.
4. There is a significant, positive correlation between Brand Awareness and Brand Equity.
5. There isn’t a significant, positive correlation between Brand Image and Brand Equity.
The survey takes the empirical investigation of the value own brand of hypermarket industry evidence on the relationship between the different variables. Besides, this research is expected to provide some suggestions for improving brand strategy to get brand performance.

目錄
中文摘要....................................................i
ABSTRACT.................................................iii
誌謝.......................................................v
目錄.......................................................I
表目錄......................................................V
圖目錄................................................... VII
第一章 緒論.................................................1
1.1研究動機與問題..........................................1
1.2研究目的...............................................3
1.3研究範圍...............................................3
1.4研究流程...............................................4
第二章 文獻探討..............................................6
2.1量販業.................................................6
2.1.1量販業之介紹........................................6
2.1.2量販業之業者狀況.....................................7
2.2自有品牌..............................................10
2.2.1自有品牌之定義與範圍................................10
2.2.2自有品牌與國際性品牌之差異...........................11 2.3品牌策略................................................13
2.3.1品牌策略之定義........................................14
2.3.2 品牌策略衡量之構面.................................14
2.4品牌形象..............................................16
2.4.1品牌形象之定義.....................................17
2.4.2品牌形象衡量之構面..............................18
2.5品牌知名度............................................20
2.5.1品牌知名度之定義................................20
2.5.2品牌知名度衡量之構面............................21
2.6品牌忠誠度............................................23
2.6.1品牌忠誠度之定義....................................23
2.6.2品牌忠誠度衡量之構面............................24
第三章 研究方法.............................................26
3.1研究架構..............................................26
3.2研究假說..............................................27
3.3研究變數之操作性定義與衡量...............................30
3.3.1品牌策略......................................30
3.3.2品牌形象..........................................31
3.3.3 品牌知名度.......................................31
3.3.4 品牌忠誠度.......................................32
3.4問卷計...............................................33
3.5研究對象與抽樣設計......................................35
3.5.1研究對象與地區.....................................35
3.5.2抽樣方法與樣本大小..................................35
3.6問卷蒐集與回收分析......................................36
3.7資料分析方法...........................................37
3.8效度與信度分析.........................................38
3.8.1效度.............................................38
3.8.2信度.............................................40
第四章 資料分析與結果......................................42
4.1樣本資料分析.....................................42
4.1.1 樣本銷售情形................................43
4.1.2 受訪對象性別及年齡...........................45
4.1.3 受訪對象的職業..................................46
4.1.4 受訪對象教育程度.......................................47
4.1.5 受訪對象月收入........................................48
4.2 AMOS之建立與分析................................49
4.2.1 相關分析...................................49
4.2.2 AMOS架構分析...............................51
4.2.3 AMOS模式配適度評鑑..........................52
4.3 模式之假說檢定..................................56
4.3.1 品牌策略對品牌知名度之影響....................56
4.3.2品牌策略對品牌形象之影響.......................57
4.3.3 品牌知名度對品牌形象之影響....................58
4.3.4 品牌知名度對品牌忠誠度之影響...................59
4.3.5 品牌形象對品牌忠誠度之影響....................60
4.3.6 變數間影響效果分析.....................................62
第五章 結論與建議............................................64
5.1 研究結論.......................................64
5.2行銷意涵........................................67
5.3 研究貢獻.......................................69
5.4 研究限制.......................................71
5.5未來研究建議.....................................72
參考文獻...................................................74
中文部分...........................................74
英文部分...........................................76
附錄A:研究問卷..........................................82
附錄B:產業分析..........................................89

參考文獻

一、中文部分
[1]池文海、張書豪、 彭偉族， 品牌知名度與品牌形象影響品牌忠誠度之探討－以國產米酒業為例，輔仁管理評論， 14卷，3期，2007，第19-43頁
[2]李文德，量販店之經營管理與競爭策略—以大潤發為例，碩士論文，國立清華大學科技管理學系，2002。
[3]李盈錫，量販店經模式型態與行銷組合之研究，碩士論文，中原大學企業管理系，2003。
[4]杜孟諭，量販店自有品牌休閒食品之品牌權益、顧客價值與品牌忠誠度研究，碩士論文，國立中興大學生物產業暨城鄉資源管理學研究所，2010。
[5]林怡菁，台灣量販店成長策略、競爭策略與行銷組合關係之研究，碩士論文，中原大學企業管理學系，2003。
[6]林南宏，產品知識及品牌形象對購買意願的影響-產品類別的干擾效果，創業管理研究，4 卷，4 期，2007，第481-504頁。
[7]林隆儀；會席璋，品牌策略與企業形象對消費者購買意願的影響-涉入的干擾效果，真理財經學報，2008，第79-122頁。
[8]施佳怡，品牌知名度、品牌形象對品牌忠誠度影響之研究-以初鹿鮮奶為例，碩士論文，國立屏東科技大學農企業管理系研究所，2011。
[9]郭國良，零售商選擇物流中心影響因素之探索性研究：以便利商店與量販店為例，碩士論文，國立台灣科技大學管理研究所，2002。
[10]陳佳慧，探討品牌形象、品牌忠誠度、顧客認知價值、品牌經驗與品牌權益之間關係－以數位相機為例，碩士論文，國立中興大學行銷學系，2007。
[11]陳怡君，量販店自有品牌顧客滿意度之研究-以大潤發和家樂福為例，碩士論文，淡江大學管理科學研究所，2007。
[12]陳玲珠，零售商自有品牌策略影響因素之研究，碩士論文，國立雲林科技大學企業管理研究所，2009。
[13]陳浩文，量販店之價值定位與關係結合策略配適之研究，碩士論文，國立東華大學企業管理研究所，2002。
[14]黃成忠，台灣量販店經營及獲利模式之研究—以家樂福及大潤發為例，碩士論文，義守大學資訊管理研究所，2004。
[15]黃菀寧，品牌策略、顧客滿意度、顧客忠誠度、品牌權益與品牌績效之研究－量販業私有品牌為實證，碩士論文，國立國立臺北科技大學經營管理所，2012。
[16]鄒風、孟林明，消費心理學，台北：世界商業文庫，1997。
[17]趙義隆，專門店與零售店之發展對我國行銷通路演變之策略涵義，全國零售通路現代化研討會論文集，1994。
[18]蔡孟筠，品牌策略、品牌體驗、品牌權益與品牌績效之研究-數位相機產業實證，碩士論文，國立國立臺北科技大學商業自動化與管理研究所，2010。
[19]魏文欽;卓素芬，消費者類型與商店印象對量販店自有品牌影響之實證研究，1卷，1期，2008，第43-60頁。
[20]魏志遠，服務品質、知覺價值、品牌形象與顧客滿意度和顧客忠誠度之關聯性研究- 以美式量販業好市多(Costco)為例，碩士論文，成功大學經營管理碩士學位學程（AMBA），2014。

二、英文部分
[1]Aaker, D.A., “Measuring brand equity across products and markets,”California Management Review, vol.38, no3, 1996, pp.102-120.
[2]Anderson, J. C.,& Gerbing, D. W.,“Structural equation modeling in practice: A review and recommends two-step approach,” Psychological Bulletin, vol.103, no3, 1998, pp. 411-423.
[3]Bentler, P. M. “Confirmatory factor analysis via noniterative estimation: A fast, inexpensive method,”Journal of Marketing Research, vol.19, 1983, pp 417-424.
[4]Bentler, P..M.,“Theory and implementation of EQS: A structural equations program,” LosAngeles:BMDP Statistical Software, 1988.
[5]Bentler, P.M., & Bonnett,D.G.”Significant tests and goodness of fit in the analysis of covariance structure,” Psychological Bulletin,vol.88, 1980, pp.588-606.
[6]Bettman, J.R.“Relationship of information-processing attitude structures to private brand purchasing behavior,” Journal of Applied Psychology, vol.59, no.1, 1994, pp.79–83.
[7]Blanchard, R. F. and Galloway,R. L., “Quality in retail banking”, Internal Journal of Service Industry Management,vol.5, no.4,1994, pp.5-23.
[8]Browne, M. W., & Cudeck, R,“Alternative ways of assessing model brand-loyalty measures in marketing.” Tijdschriftvoor Economie en Management ,vol.41,no.4,1993, pp.507-534
[9]Byrne, B.M., “Structural Equation Modeling with LISREL, PRELIS, and SIMPLIS: Basic Concepts, Applications, and Programming,” Lawrence Erlbaum Associates, Mahwah, New Jersey.,1998.
[10]Carmines, E. and J.MacIver.,“Analyzing Models With Unobserved Variables: Analysis of Covariance Structures,”In G. Bohmstedt and E. Borgatta (Eds.), Social Measurement: Current Issues. Calif: Beverly Hills., 1981.
[11]Cemal Zehir, Azize Şahin, Hakan Kitapcı, Mehtap Ozşahin,
“The Effects of Brand Communication and Service Quality In Building Brand Loyalty Through Brand Trust; The Empirical Research On Global Brands”, Procedia - Social and Behavioral Sciences, vol.24, 2011, pp. 1218-1231.
[12]Chen,R.& He, F., “Examination of brand knowledge, perceived risk and consumers’ intention to adopt an online retailer,” Total Quality Management & Business Excellence, vol.14,no.6, 2003, pp. 677-693.
[13]Colleen Collins-Dodd, Tara Lindley,“Store brands and retail differentiation: the influence of store image and store brand attitude on store own brandperceptions”
Journal of Retailing and Consumer Services, vol.10,no.6, 2003, pp.345-352
[14]Colombo, R.A., Morrison, D.G., “A brand switching model with implications for marketing strategies.” Marketing Science, vol.8, no.1, 1989, pp. 89-99.
[15]Craig, J. T., Aric, R., & Zeynep Arsel,“Emotional Branding and the
Strategic Value of the Doppelganger Brand Image.”, Journal of Marketing, vol.70, 2006, pp.50-64.
[16]Dan-Cristian Dabija, Raluca Băbuţ,”Empirical Study on the Impact of Service, Communication and Corporate Social Responsability on the Image of RomanianRetail Brands.,” Procedia - Social and Behavioral Sciences, vol.109, no.8, 2014, pp.906-912.
[17]Gopal Das, “Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender.“,Journal of Retailing and Consumer Services, vol.21, no.2, 2014, pp.130-138.
[18]Gopal Das, “Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands”, Journal of Retailing and Consumer Services, vol.21, no.3, 2014, pp.284-292.
[19]Gordon, W. “Retailer brands-the value equation for success in the 90’s.“Journal of the Market Research Society, vol.36,1994, pp.165-181.
[20]Gronholdt, L. Martensen, A. & Kristensen, K. “The relationship between customer satisfaction and loyalty : Cross-industry differences, Total Quality Management.” vol.11,2000, pp.509-516.
[21]Hair, J.F. Jr., Anderson R.E., Tatham, R.L.&Black, W.C, Multivariate Data Analysis, 5th Edition, New Jersey: Prentice-Hall,1998.
[22]Hollis, N., “Ten years of learning on how online advertising builds brands.” Journal of advertising Research,vol.45,no.2, 2005, pp.255-268.
[23]Hongwei He, Yan Li, Lloyd Harris,”Social identity perspective on brand loyalty” Journal of Business Research, vol.65,no.5, 2012, pp.648-657
[24]Hoyer, W.D. and S.P. Brown,” Effects of Brand Awareness on Choice for a Common Repeat-Purchase.” Journal of Consumer Research,vol.17,no.2,1990,pp.141-148.
[25]Hu, T., Chang, C., Hsieh, W., & Chen, K.” An integrated relationship on brand strategy, brand equity, customer trust and brand performance-an empirical investigation of the health food industry.” International Journal of Organizational Innovation, vol.2, no.3, 2010, pp. 89-106.
[26]J.M. Labeaga, N. Lado, M. Martos,”Behavioural loyalty towards store brands”, Journal of Retailing and Consumer Services,vol.14,vo.5, 2007, pp.347-356.
[27]Jacoby, J., and R. Chestnut, Brand loyalty: Measurement and management, New York: John Wiley and Sons.1978.
[28]Javier Oubina, Natalia Rubio,Nieves Villasenor,”Brand awareness–Brand quality inference and consumer’s risk perception in store brands of food products.” Food Quality and Preference,Vol 32, 2014, pp.289-298.
[29]Javier Oubina, Natalia Rubio, Nieves Villasenor,“Consumer identification with store brands: Differences between consumers according to their brand loyalty.”BRQ Business Research Quarterly, In Press, Corrected Proof., 2014.
[30]Jose Juan Beristain, Pilar Zorrilla,”The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets” Journal of Retailing and Consumer Services,vol.18, no.6, 2011, pp.562-574.
[31]Kandampully, J.Service quality to service loyalty: A relationship which goes beyond customer service. Total Quality Management, vol.9, 1998, pp. 431-443.
[32]Keller, K.L,“Conceptualizing, Measuring, and Managing Customer-Based Brand Equity.” Journal of Marketing, vol.57, 1993, pp.1-22.
[33]Keller, K.L.,”Strategic brand management: Bbuilding, Measuring and Managing Brand Equity, 2ed.Upper Saddle River, NJ: Prentice Hall.”2001.
[34]Kevin Kam Fung So, Ceridwyn King, Beverley A. Sparks, Ying Wang,
“The influence of customer brand identification on hotel brand evaluation and loyalty development “, International Journal of Hospitality Management, vol.34, 2013, pp.31-41.
[35]Kevin Lane Keller,” Brand Equity Management in a Multichannel, Multimedia Retail Environment “Journal of Interactive Marketing,vol.24, no. 2, 2012, pp.58-70
[36]Kotler, P,” Marketing Management.” NY：The Free Press. Latour, 2000.
[37]Kotler, Philps & K. L. Keller.Marketing Management. NJ: Prentice Hall, 2006.
[38]Macdonald, E. K. and Sharp, B. M,“Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product：A Replication,” Journal of Business Research,vol.48,2000, pp.5-15.
[39]Magali Jara,Gerard Cliquet,” Retail brand equity: Conceptualization and measurement,”Journal of Retailing and Consumer Services,vol.19,no.1, 2012,pp.140-149.
[40]Oliver, Richard L., Satisfaction：A Behavior perspective on the Consumer, New York：McGraw-Hill, 1997.
[41]Oliver, Richard L, When consumer loyalty? Journal of Marketing, vol.63, 1999, pp.33-44.
[42]Osler, Rob, “Infusing Business and Brand Strategies Into Account Planning, Marketing Intelligence and Planning.”Emerald Group Publishing Limited, 2003.
[43]Patrick Vesel, Vesna Zabkar,”Managing customer loyalty through the mediating role of satisfaction in the DIY retail loyalty program”Journal of Retailing and Consumer Services,vol.16,no.5,2009,pp.396-406
[44]Paul C.S. Wu；Gary Yeong-Yuh Yeh；Chieh-Ru Hsiao,” The effect of store image and service quality on brand image and purchase intention for private label brands,” Australasian Marketing Journal,vol.19,no.1,2011, pp.30–39
[45]Reichheld FF, The Loyalty Effect, Harvard Business School Press, Boston, Massachusett,1996.
[46]Rossiter, J. R. and Percy, L."Advertising and Promotion Management", Singapore: McGraw-Hill.1987.
[47]Scott Davis ”Brand Asset Management: How businesses can profit from the power of brand.” The Journal of Consumer Marketing, vol.19, no.4, 2002, pp.351-358.
[48]Selnes, F., An Examination of The Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty, Journal of European Marketing, vol.27, no.9, 1993,pp.19-35.
[49]Sirohi, N.,E. W. McLaughlin, & D.R. Wittink.”A Model of consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer.”, Journal of Retailing, vol.74,1998, pp.223-245.
[50]SPSS and AMOS,” The American Statistician, vol.63,no.1,95.
[51]Terilyn A. Henderson & Elizabeth A. Mihas “Building Retail Brands, The McKinsey Quarterly”, 2000.
[52]Tim Oliver Brexendorf, Silke Muhlmeier, Torsten Tomczak, Martin Eisend,” The impact of sales encounters on brand loyalty”, Journal of Business Research, vol.63,no.11, 2010, pp.1148-1155
[53]Zeithaml, V. A,"Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence," Journal of Marketing,” vol.52, no.3,1988, pp.2-22.