「品牌形象好的產品，其產品品質也會比較好」的想法，是許多消費者在購物時所依賴的經驗法則。然而，在現今的消費市場，品牌形象是否真能反映出品質的高低？本研究採用民國79年1月至民國94年6月份的「中國民國消費者報導」，探討在16年間，98個產品類別中，品牌形象與產品品質的相關性。
研究結果顯示，品牌形象不能做為產品品質的訊號，在98個產品項中，兩者的相關平均值為-0.14728，並且在各個產品項內，兩者相關性呈現大幅的差異。同時，在研究影響品牌形象與產品品質的中介變數後，本研究發現，在台灣消費市場，相較於開發中國家的產品，已開發國家的產品的品牌形象與產品品質相關性較高；而本研究的另外兩項中介變數：「耐久品/非耐久品」以及「搜尋品/經驗品」，並不能顯著地解釋品牌形象與產品品質相關性的差異。
根據本研究的分析，未來消費者在購買產品時，必須蒐集更多的產品相關資訊以促進購買決策的正確性，而不能單以品牌形象作為最終購買決策的依據。

It seems that “better brand image implies higher quality” is the rule of thumb. However, is it true in the consumption market nowadays? This thesis uses 98 product category test results of the Chinese, Taipei Consumer Report from the period of January 1990 to June 2005 to examine the relationship between brand image and quality.

The results of this thesis indicate that brand image is not a good signal of quality. The correlation coefficient is -0.14728 in average and greatly varying levels of correlation across 98 product category. At the same time, after investigating the variables, this thesis finds out that comparing to the product from developing countries, those from developed countries have higher brand image- quality correlation levels. Besides, other two variables, “durable/non-durable goods” and “search/experience goods”, do not significantly influence the correlation levels.

According to the analysis, consumers need to collect more product-related information before final purchase decisions, instead of depending on brand image solely.

第一章 緒論............................................................................................1
第一節 研究背景與動機....................................................................................1
第二節 研究目的................................................................................................4
第三節 研究流程................................................................................................5
第二章 文獻探討....................................................................................7
第一節 品牌的意義與內涵................................................................................7
第二節 品牌形象..............................................................................................11
第三節 認知品質與客觀品質..........................................................................15
第四節 品牌形象與客觀品質的關係..............................................................17
第五節 產品特性.................................................................................. ...........19
一、 耐久品與非耐久品............................................................ .............19
二、 搜尋品與經驗品...............................................................................20
三、 產品品牌來源國：已開發國家與開發中國家...............................21
第三章 研究方法..................................................................................23
第一節 研究架構..............................................................................................23
第二節 品牌形象的衡量..................................................................................24
一、 評分者制度......................................................................................24
二、 信度分析..........................................................................................26
第三節 消費者報導..........................................................................................29
一、 中華民國消費者文教基金會...........................................................29
二、 品質衡量方式...................................................................................30
第四節 統計方法..............................................................................................34
一、 樣本來源與篩選.............................................................................34
二、 資料分類標準...................................................................................35
第四章 資料分析..................................................................................38
第一節 品牌形象-客觀品質相關係數.............................................................38
第二節 假設檢定..............................................................................................40
第三節 後續分析..............................................................................................42
第五章 結論與建議..............................................................................44
第一節 研究結論..............................................................................................44
第二節 研究貢獻..............................................................................................45
第三節 研究建議.............................................................................................46
第四節 研究限制.............................................................................................47
第五節 未來研究方向.....................................................................................48
附錄..........................................................................................................49
參考文獻..................................................................................................61

【中文部分】
1. 李伯謙、周善謙(2004) 譯，「行銷管理概論」，台灣培生教育出版股份有限公司。
2. 張香玉(2005)，「價格與品質關係之探討-以台灣市場為例」，國立政治大學企業管理研究所未出版碩士論文。
















【英文部分】
1. Aaker, David. (1996), Building Strong Brand, New York: The Free Press.
2. Ambler, Tim (1997), “Do Brands Benefit Consumers?” International Journal of Advertising, Vol. 16, Iss. 3, pp. 167.
3. Biel, Alexander L. (1992), “How Brand Image Drives Brand Equity,” Journal of Advertising Research, Vol. 32, Iss. 6, pp. 67.
4. Daniels, John D., Lee H. Radebaugh and Peter D. Sullivan (2001), International Business: Environments and Operations, Tenth Edition, New Jersey: Pearson Education International.
5. Devaraj, Sarv, Khalil F. Matta and Edward Conlon. (2001), “Product and Service Quality: The Antecedents of Customer Loyalty in the Automotive Industry,” Production and Operations Management, Vol. 10, Iss. 4; pp. 424.
6. Dobni, Dawn and G.eorge M. Zinkhan (1990), “In Search of Brand Image: A Foundation Analysis,” Advances in Consumer Research, Vol. 17, pp.110-119.
7. Dodds, William. B., Kent B. Monroe and Dhruv Grewal (1991), “Effects of Price, Brand, and Store Information on Buyers' Product Evaluations,” Journal of Marketing Research, Vol. 28, Iss. 3; pp. 307.
8. Friedman, Monroe P. (1967), “Quality and Price Considerations in Rational Consumer Decision Making,” Journal of Consumer Affairs, Vol. 1, Iss.1, pp. 13-23.
9. Grewal, Dhruv, R Krishnan, Julie Baker and Norm Borin (1998), “The Effect of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions,” Journal of Retailing, Vol. 74, Iss. 3; pp. 331.
10. Hill, Charles L. and Gareth R. Jones (2004), Strategic Management Theory: An Integrated Approach, Sixth Edition, Boston: Houghton Mifflin.
11. Holbrook, Kelvin B. and Kim P. Corfman (1983), “Quality and Other Types of Value in the Consumption and Experience: Phaedrus Rides Again,” In Jacoby, J. and Olson, J.C. (eds), Perceived Quality: How Consumers View Stores and Merchandise, pp. 31-57. Lexington, MA: D.C. Heath.
12. Keller, Kevin Lane. (1993), “Conceptualizing, Measuring and Managing Customer-based Brand Equity,” Journal of Marketing, Vol. 57, pp. 1-22.
13. Khanna, Samiha R. (1986), “Asia Companies and the Country Stereotype Paradox: An Empirical Study,” Columbia Journal of World Business, Vol. 23, Iss. 2, pp. 29-38.
14. Kirmani, Amna and Akshay R. Rao (2000), "No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality," Journal of Marketing, Vol. 64, pp. 66-79.
15. Kolbe, Richard H., and Melissa S. Burnett (1991), “Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity,” Journal of Consumer Research, Vol.18, Iss.2, pp. 243-250.
16. Kotler, Philip. (1999), “Kotler on Marketing : How to Create, Win, and Dominate Markets, New York: Free Press.
17. Lombard, Matthew, Jennifer Snyder-Duch and Cheryl C. Bracken. (2002), “Content Analysis in Mass Communication: Assessment and Reporting of Intercoder Reliability,” Human Communication Research,Vol.28, Iss.4, pp. 587-604.
18. Miyazaki, Anthony D., Dhruv Grewal and Ronald C. Goodstein. (2005), “The Effect of Multiple Extrinsic Cues on Quality Perceptions: A Matter of Consistency,” Journal of Consumer Research, Vol. 32, Iss. 1; pp. 146-154.
19. Nelson, Philip (1970), “Information and Consumer Behavior,” Journal of Political Economy, Vol.78, Iss.2, pp. 311-329.
20. Oxenfeldt, Alfred R. (1950), “ Consumer Knowledge: Its Measurement and Extent,” Review of Economics and Statistics,Vol. 32, Iss. 4, pp. 300-314.
21. Park, Whan C., Bernard J. Jaworski and Deboarh J. MacLnnis (1986), “Strategic Brand Concept-Image Management,” Journal of Marketing, Vol.50, Iss.4 , pp.135-145.
22. Poist, Richard F. (1996), “Creating Logistics Value: Themes For The Future,” Transportation Journal, Vol. 36, Iss. 1; pp. 51.
23. Richardson, Paul S., Alan S. Dick and Arun K. Jain (1994), “Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality,” Journal of Marketing, Vol. 58, Iss. 4; pp. 28.
24. Roland, Rust T., Christine Moorman and Peter R. Dickson (2002), “Getting Return on Quality: Revenue Expansion, Cost Reduction, or Both? ” Journal of Marketing, Vol. 66, Iss. 4; pp. 7.
25. Schooler, Robert (1971), “Bias Phenomena Attendant to the Marketing of Foreign Goods in the U.S,” Journal of International Business Studies, Vol. 2, Iss. 1, pp.71-80.
26. Snoj, Boris and Aleksandra P. Korda and Damijan Mumel. (2004), “The Relationships Among Perceived Quality, Perceived Risk and Perceived Product Value,” The Journal of Product and Brand Management, Vol. 13, Iss. 2/3; pp. 156.
27. Steenkamp, Jan B. (1990), “Conceptual Model of the Habit of Judging Quality by Price,” Review of Economic Studies, Vol.12, pp.100-105.
28. Suri, Rajneesh and Kent B. Monroe. (2003), "The Effects of Time Constraints on Consumers’ Judgments of Prices and Products," Journal of Consumer Research, Vol. 30, pp. 92-104.
29. Suvachart, Noppamash, D. (2002), “A Comparative Brand Image Analysis of Domestic Versus Foreign Branded Products in Thailand,” Doctrine Thesis of Business Administration, Nova Southeastern University.
30. Tellis, Gerard J. and Birger Wernerfelt (1987). “Competitive Price and Quality Under Asymmetric Information,” Marketing Science, Vol. 10, Iss. 3, pp. 240.
31. Zeithaml, Valarie A. and Amna Kirmani (1983), “Advertising, Perceived Quality, and Brand Image,” In: Aaker, D. and Biel, A. (eds.), Brand Equity and Advertising: Advertising’s Role in Building Strong Brand, pp.143-160. Hillsdale, NJ: Lawrence Erlbaum Associates.
32. Zeithaml, Valarie A. (1988), "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence," Journal of Marketing, Vol. 52, pp. 2-22.









【網路資料】
1. World Development Report, World Bank(2003)
2. 消費者基金會網站(http://www.consumers.org.tw/)
3. E-ICP東方消費者行銷資料庫