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研究生:林建男
研究生(外文):Jian-Nan Lin
論文名稱:品牌聯盟對認知價值與顧客忠誠度的影響-以文化創意產業為例
論文名稱(外文):The Effect of Brand Alliance to Perceived Value and Customer Loyalty.-A Case Study for Culture Creative Industries.
指導教授:羅雁紅羅雁紅引用關係
指導教授(外文):Yen-Hung Lo
學位類別:碩士
校院名稱:大葉大學
系所名稱:事業經營研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:98
中文關鍵詞:品牌聯盟認知價值顧客忠誠度文化創意產業
外文關鍵詞:brand allianceperceived valuecustomer loyaltyculture creative industries
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隨著全球的經濟型態已逐漸的轉型成為以經濟創新為主的生活型態,台灣也於2002年由行政院提出「挑戰2008:國家發展重點計劃」,期待透過文化與創意的結合並整合跨產業的資源,帶來新的發展與商機,創造高度的經濟價值。本研究議題在於探討透過品牌聯盟的方式是否對於地方文化產業的知名度有所增加,而改變消費者對該產業的認與忠誠度。因此本研究將針對地方文化產業在聯盟後主品牌之認知價值、忠誠度的改變來進行探討。
  透過前測,挑選出鶯歌陶瓷與施華洛世奇水晶作為品牌聯盟中主、次品牌的搭配。在正式問卷的前測整體信度達0.8531,屬高信度的範圍。本研究採用問卷調查法,在正式研究上共分為兩種問卷設計,分別為聯盟前與聯盟後對主品牌進行認知價值與顧客忠誠度的研究。受訪人數共320人,根據問卷回收結果經回歸與邏輯斯統計分析證實品牌聯盟確實會改變消費者對主品牌的認知價值與忠誠度,進而提高主品牌的知名度並增加消費者的購買意願。
  本研究建議地方文化產業,可運用策略聯盟等合作方式來加強本身品牌的知名度,並積極創造該地方產業的價值,配合行銷策略來集中消費者,以提高收入;並加強該地方的服務與專業知識素質等無形資產,以提高顧客滿意度進而增加企業價值。
With the global economy has transformed to a new life style of economic innovation gradually, nations around the world devoted into development of culture creative industries. The Executive Yuan of Taiwan also set forth the “Challenge 2008: National Development Plan”, this plan was looking forward to bring new development and business opportunities, and further create high economic value through combination of culture and creativity, with coordination of marketing strategies. This research mainly discussed whether the awareness of local culture industries enhanced and thus change the cognition of customers in the industry, and further establish the consumer loyalty. Therefore this research focused on the changes of perceived value and customer loyalty in main brand after alliance of local culture industries.
This research picked out Yingge ceramics and SWAROVSKI crystal as the main brand and secondary brand through pretest. Then conduct a pretest of the formal questionnaires, and the overall reliability was 0.8531, which is within the coverage of high reliability. This research conducted a questionnaire survey of experimental design. There are two kinds of questionnaires design: the studies of perceived value and customer loyalty before and after alliance. The subjects were 320 in total, according to the results, it was proved that the brand alliances influenced the perceived value and customer loyalty of main brand, and further enhance the awareness of main brand and the customer’s intention to buy, thus make many competitive advantages for main brand.
This research suggested that the local culture industries may strengthen their brand name awareness by cooperation such like strategy alliance, and aggressively create values for local industry, increase revenue through coordination with marketing strategy to gather up the customers for higher profits, and at the same time elevate the customer satisfactions in order to increase firm values.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... vi
內容目錄 ..................... vii
表目錄  ..................... ix
圖目錄  ..................... xi
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............... 6
第二章  文獻探討................. 7
第一節  文化創意產業的基本概念........ 7
第二節  品牌的基本觀念............ 17
第三節  品牌聯盟的基本觀念.......... 20
第四節  認知價值的基本概念.......... 26
第五節  顧客忠誠度的基本觀念......... 31
第六節  品牌聯盟與產品認知品質、認知價值與顧客  
     忠誠度之相關研究........... 36
第三章  研究方法................. 40
第一節  研究架構............... 40
第二節  研究假設............... 40
第三節  研究變數與操作型定義......... 43
第四節  研究設計與問卷編制.......... 45
第五節  研究對象............... 51
第六節  統計分析............... 52
第四章  研究結果與分析.............. 54
第一節  樣本描述............... 54
第二節  信度與效度分析............ 57
第三節  研究假說檢定............. 60
第五章  研究結果與建議.............. 77
第一節  研究結果............... 77
第二節  管理意涵............... 78
第三節  建議................. 79
第四節  研究限制............... 81
參考文獻 ..................... 83
附錄  研究問卷.................. 93
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