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研究生:陳眉伶
研究生(外文):Chen, Meiling
論文名稱:體驗行銷、品牌聯想、滿意度和忠誠度之間的關聯性研究-以品牌為干擾變項
論文名稱(外文):A Study of the Relationships among Experience Marketing, Brand Association, Satisfaction and Loyalty─The Moderating Effect of Brand Personality.
指導教授:張導釗
口試委員:胡哲生黃延聰
口試日期:2011/6/28
學位類別:碩士
校院名稱:東海大學
系所名稱:企業管理學系碩士班
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:2011
畢業學年度:99
語文別:中文
論文頁數:78
中文關鍵詞:體驗行銷品牌個性品牌聯想滿意度忠誠度
外文關鍵詞:Experiential MarketingBrand AssociationBrand PersonalitySatisfactionLoyalty
相關次數:
  • 被引用被引用:7
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  • 下載下載:70
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全球競爭環境趨於動態且不可預測,企業單憑強調產品特性與品質的行銷方式,在競爭激烈的市場中能取得勝利或生存的個案極為少數,如何抓住顧客的經驗感受與情感,創造出觸動人心的品牌,才是企業長期及永續經營的核心能力與競爭優勢。其中,以智慧型手機品牌為例,此產品的生命週期屬於成熟期,只憑單方面強調產品功能、特性和品質,仍不足在此市場中競爭;另外,消費者可能將品牌商塑造的品牌個性視為一種自我形象的表達。因此,對智慧型手機品牌商而言,如何打造體驗行銷、塑造鮮明的品牌個性,讓品牌在消費者心中擁有著正面的聯想與感受,進一步讓消費者產生滿意和忠誠,以達到競爭優勢。

本研究以智慧型手機為實證研究的品牌,探討體驗行銷、品牌聯想、滿意度和忠誠度之間的關聯性。過去許多學者都在探討體驗行銷與品牌聯想之間的關係,或者是品牌個性與品牌聯想之間的關係,但較少學者探討品牌個性對體驗行銷與品牌聯想之間的影響,故本研究以品牌個性作為干擾變項,探討體驗行銷對品牌聯想的影響是否會受到品牌個性鮮明程度的高低而改變。

實證研究對象為使用智慧型手機的消費者,以台中市都會區域為主要發放地點,總計回收500份問卷,扣除無效問卷68份後,有效問卷432份。資料分析方面參考Churchill(1979)進行資料純化,隨後透過路徑分析以檢定並驗證本研究的各項假設。

實證結果顯示:(1)體驗行銷與品牌聯想之間存在正向關係;(2) 品牌個性鮮明程度愈高會強化體驗行銷對品牌聯想的正向影響;(3)品牌聯想與滿意度之間存在正向關係。(4)滿意度與忠誠度之間存在正向關係。表示透過體驗行銷讓消費者對品牌有正面的聯想感受是有助於培養消費者對品牌的忠誠度,另外,品牌個性的鮮明程度愈高,會強化體驗行銷對品牌聯想的正向影響。

The circumstance of global competition is dynamic and unpredictable. It is impossible to win or survive in the competitive market if companies just focus on product characters and quality. How to catch customers experience and emotion and create touching brand is the key to continue operating and maintain the competition advantage. Taking the smart cellular phone for example, its product life cycle is under the mature period. If the enterprises just take product functions, characters and qualities into consideration, it is out of question to compete. Besides, customers may think brand as the expression of personal image. Therefore, for smart cellular brand companies, how to make the experiential marketing, build specific brand personality to make customers associate with that brand and have the positive feeling are important, and then let customers feel satisfied and loyalty in order to achieve competition advantage.

This study takes smart cellular phone as empirical study brand to discuss the relationships between experiential marketing, brand association, satisfaction and loyalty. Many scholars in the past discussed the relationship between experiential marketing and brand association or the relationship between brand personality and brand association. Few scholars explore brand personality affects the relationship between experiential marketing and brand association. Therefore, this study takes brand personality as moderator variable and discusses whether the effect on brand association by experiential marketing will change by the degree which brand personality’s vivid.

The subjects are consumers who use smart cellular phone. We take Taichung City urban areas as place to provide. We receive 500 questionnaires and delete 68 ineffective questionnaires. The effective questionnaires are 432. We refer Churchill to make data analysis and examine each hypothesis in this study through path analysis.

The results show that (1)The relationship between experiential marketing and brand association is positive; (2) The higher brand personality’s vivid, the stronger that experiential marketing affects brand association; (3)The relationship between brand association and satisfaction is positive;(4)The relationship between satisfaction and loyalty is positive. Through experiential marketing, making consumers have positive association and feeling is helpful to gain brand loyalty. In addition, the higher brand personality’s vivid, the stronger that experiential marketing affects brand association.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第三節 研究流程 4
第四節 論文架構 5
第五節 專有名詞中英文對照 6
第二章 文獻探討 7
第一節 品牌及品牌建構 7
第二節 體驗行銷 13
第三節 品牌個性 16
第四節 品牌聯想 17
第五節 滿意度 19
第六節 忠誠度 20
第七節 構念間之關聯性與假設推導 21
第八節 研究架構 25
第三章 研究方法與設計 28
第一節 問卷設計與變數的操作化 28
第二節 研究樣本 35
第三節 樣本分析 38
第四節 資料分析方法 44
第四章 資料分析與結果 47
第一節 資料純化分析 47
第二節 信度與效度分析 50
第三節 研究變數之相關分析 53
第四節 整體模式之關聯性假設檢定 55
第五節 變異數分析 58
第五章 結論與建議 62
第一節 研究結果與討論 62
第二節 研究限制及未來研究方向 65
參考文獻 66
附錄一 資料分析詳細數據 68
附錄二 問卷 74

一、中文部分
1.徐世同(譯)(民97)。策略品牌管理(原作者:Kevin Lane Keller)。台北:華泰文化事業股份有限公司。(原著出版年:2008)。

2.樓永堅、方世榮(譯)(民95)。行銷管理學第12版。(原作者:Philip Kotler and Kevin Lane Keller)。台北:台灣培生教育出版股 份有限公司。(原著出版年:2006)。

3.王育英、梁曉鶯(譯)(民99)。體驗行銷:電子商務時代的大霹靂行銷法則(原作者:Schmitt, Bernd H.)。台北:經典傳訊文化。(原著出版年:2000)。

4.邱皓政(民95)。結構方程模式:LISREL的理論、技術與應用。台北:雙葉書廊有限公司。

5.蕭文龍(民96)。多變量分析最佳入門實用書:SPSS+LISREL(SEM)。台北:碁峰資訊股份有限公司。

6.周文賢(民91)。多變量統計分析 SAS/STAT 使用方法。台北:智勝文化。

7.邱皓政(民100)。量化研究與統計分析SPSS(PASW)資料分析範例。台北:五南圖書公司。


二、英文部分
1.Aaker, D. A.(1991). Managing Brand Equity-Capitalizing on the Value of a Brand Name. New York: The Free Press.

2.Assael, H.(1987). Consumer Behavior and Marketing Action(3rd ed.). Boston: PWS-Kent.

3.André, M. M. and Saraiva, P. M.(2000). Approaches of Portuguese Companies for Relating Customer Satisfaction with Busine ss Results. Total Quality Management, 11(7), 929-939.

4.Anderson, E. W., Fornell, C., and Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, Vol. 58, Iss. 3, 53-66.

5.Brakus, J. J., Schmitt, B. H. and Zarantonello, L.(2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73, 52-68.

6.Bitner, M. J.(1990). Evaluating Service Encounters: The Effects of Physical
Surrounding and Employee Response. Journal of Marketing, 69-82.

7.Bagozzi, R.P. and Yi, Y.(1988) .On the Evaluation of Structural Equation Mdels. Academy of Marking Science, (16) , 76-94.

8.Browne, M.W. and Cudeck, R.(1993). Alternative ways of assessing model fit. In K. A. Bollen & J. S. Long(Eds.), Testing structural equation models(pp. 136–162). Newbury Park, CA: Sage.

9.Yoo, B. and Donthu, N.(2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research 52, 1-14.

10.Cardozo, R. N.(1965). An Experimental Study of Customer Effort, Expection and Satisfaction. Journal of Marketing Research, Vol.2, 244-249.

11.Faquhar, P. H,(1989). Managing Brand Equity. Marketing Research, 1, 24-33.

12.Gronholdt, L., Martensen, A., and Kristensen K.(2000). The Relationship Between Customer Satisfaction and Loyalty: Cross-Industry Differences. Total Quality Management, 509-516.

13.Hair, J. F. J., Black,W. C., Babin, B. J., Anderson, R. E. and Tatham, R. L. (2006). Multivariate Data Analysis. NJ: Person Education International.

14.Hunt, H. K.(1977). In CS/D-Overview and Future Research Direction: The Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction. Marketing Science Institute, 455-489.

15.Jacoby, J. and Chestnut, R. W.(1978). Brand Loyalty, Measurement and Management. New York: John Wiley & Sons.

16.Jones, T. O., and Sasser, W. E.(1995). Why Satisfied Customer Defect. Harvard Business Review,88-99.

17.Keller, K. L.(2008). Strategic Brand Management: Building, Measuring and Managing Brand Equity(3nd ed.).Englewood Cliffs, NJ: Prentice-Hall.

18.Keller, K. L.(2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, Vol.15,139-155.

19.Kolter, P.(1997). Marketing Management: Analysis, Planning, Implementation, and Control (9th ed.). New Jersey: Prentice-Hall.

20.Oliver, R. L.(1993). Cognitive, affective, and attribute base of the satisfaction Response. Journal of Consumer Research, 418-430.

21.Oliver, R. L., Rust, R. T., & Varki, S.(1997). Customer Delight: Foundations,
Findings, and Managerial Insight. Journal of Retailing, 73, 311-336.

22. Oliver, R. L.(1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, Vol. XVII, 460-9.

23.Oliver, R.(1999). Whence Consumer Loyalty? Journal of Marketing, 63(4), 33-44.

24.Traci H. and Lukas P Forbes(2005). An examination of brand personality through methodological triangulation. The Journal of Brand Management, Vol. 13, No.2, 148-162.

25. Schmitt, B. H. (1999). Experiential Marketing. Journal of Marketing Management, 15, 53-67.

26. Schmitt, B. H. and Geus, P.(2006). Are brands forever? How brand Knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15/2, 98-105.

27. Sophonsiri, S. and Polyorat, K.(2009). The impact of brand personality dimensions on brand association and brand attractiveness:the case study of KFC in Thailand. Journal of Global Business and Technology,Vol. 5, 2, 51-62.

28. Voss, G. B., Parasuraman, R. A., and Grewal, D. (1998). The Roles of Price,Performance, and Expectation in Determining Satisfaction in Service Exchanges. Journal of Marketing, 62 (Oct), 46-61.

三、網站部份
1.Branding Taiwan。網址: http://brandingtaiwan.org

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