臺灣博碩士論文加值系統

企業在全面服務化趨勢的影響下，建立品牌來幫助消費者辨識自己產業成為必然的方向，然而服務之企業在無形性等特質下，較有形產品面臨難已品牌化的困境。而縱然服務企業建立品牌位於不利處境，但仍然有累積自己企業品牌權益之必要，經由品牌權益之建立，往往能夠為企業本身帶來長遠的競爭能量與實質獲益。直到現今，業界與學者們對於企業品牌權益越顯重視，而探究企業品牌權益之相關文獻更是龐大眾多。本研究篩選出主題為企業品牌權益之研究文獻，觀看其中的觀點與結論，發現還是存在著不少的差異。而為整合這些主題一致、研究結果卻存在不同的大量文獻，本研究提出以後設分析方法來加以整合，並進而找出客觀解答。
本研究以企業品牌權益為關鍵字，並依據四個資料篩選準則，進行文獻搜集工作，並取得34篇研究文獻作為發展後設分析之樣本資料。藉由初步整理文獻資料，本研究建構出有關企業品牌權益之概念性架構，內容包括五大構面：品牌知曉、消費者知覺、品牌意義、顧客績效與企業績效構面，並依據此模型進行相關後設分析與架構驗證。經由結果發現：顧客績效與品牌知曉、消費者知覺、品牌意義間具有中度之影響效果；品牌意義與企業績效間具有中高度之影響；另外，品牌知曉與消費者知覺在企業品牌權益構面間亦扮演了中介角色，帶來重要的中介效果。
　　根據研究結果，進一步提出三大建議：(1) 企業品牌權益各構面密不可分，業界需考量全盤之品牌策略，並結合產業特性，才能有效預估未來效益；(2)學者們在進行研究寫作中，需留意資料揭露與意義，以便未來發展更精確之文獻整合。(3)企業品牌權益構面間之中介變項相關議題，留待後續研究者作深入驗證與參考。

A strong brand could bring competitive advantages and great earnings. In such a competitive environment, many managers and researchers are interested in how to build the equity for their enterprises, and believe a great corporate equity could create the continuing profit and advantages in the future. There are many studies about the corporate equity, but even the topic are the same; there are still many different conclusions. In order to find an objective about the corporate equity, this research collects past studies and uses meta-analysis to get a general conclusion.
　　 This research collects past studies with the keywords “corporate equity”, and follows the four principals to cull the appropriate studies. Totally, there are 34 studies can be analyzed in practice. This research finds the meta-analysis framework for corporate equity, including brand awareness、customer perceived、brand meaning、customer performance and corporate performance. Our results show some interesting conclusions: (1) there are mean relationship between customer performance and brand awareness、customer perceived、brand meaning; (2) brand meaning and corporate performance have mean or high relationship; (3) there are two mediators: brand awareness and customer perceived in this corporate equity framework.
This research also suggest: (1) if the enterprises pursue the longer profit, the manager has to consider the overall brand strategies and firm’s characteristics; (2) in order to devote to future integrated research, each authors has to exposure the detail data and meaning; (3) other mediator subjects could suggest future researcher to discuss and test.

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 3
第二章 文獻探討 4
2.1 服務業與品牌資產 4
2.1.1 服務業之定義 4
2.1.2 服務之品牌 4
2.1.3 企業品牌權益 5
2.1.4 品牌權益與價值 6
2.2 企業品牌權益之構面 6
2.2.1 品牌知曉構面 6
2.2.2 消費者知覺構面 8
2.2.3 品牌意義構面 9
2.2.4 顧客績效構面 11
2.2.5 企業績效構面 13
2.2.6 企業品牌權益構面之關係 14
2.3 後設分析之文獻 15
2.3.1 後設分析之背景與發展 15
2.3.2 後設分析之定義與目的 15
2.3.3 後設分析之特性 16
2.3.4 後設分析之功能 16
第三章 研究方法與概念性架構 18
3.1 文獻資料搜集與來源 18
3.1.1文獻資料之搜集 18
3.1.2 搜集研究資料之準則 18
3.2 概念性架構與假設 19
3.3 後設分析Hunter法 20
3.3.1 後設分析之步驟 20
3.3.2: Hunter分析法 20
3.3.3: Hunter法相關係數r轉換 22
3.3.4 後設分析常用之軟體 23
3.4 模型配適分析-LISREL結構方程式 23
第四章 分析結果與討論 25
4.1 結果判斷準則 25
4.2 企業品牌權益相關構面之資料 26
4.3 企業品牌權益(細項)後設分析結果 31
4.4 企業品牌權益(主構面)後設分析結果 36
4.5 企業品牌權益架構配適之驗證 37
第五章 結論與建議 42
5.1 研究發現與結論 42
5.2 研究之限制 44
5.3 研究之建議 44
參考文獻 46
附錄一：後設分析之發展情形概況表 52
附錄二：Hunter法誤差調整介紹 54
附錄三：LISREL分析模型 56
附錄四：Meta-Analysis文獻樣本資料 59

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