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研究生:鄭伊真
研究生(外文):Cheng, Yi-Chen
論文名稱:品牌態度與品牌反應之關係: 品牌情緒依附之中介角色
論文名稱(外文):The relationship between brand attitude and brand responses: The mediating role of emotional brand attachment
指導教授:林少龍林少龍引用關係
指導教授(外文):Lin, Shao-Lung
口試委員:王國欽陳勇諺
口試委員(外文):Wang, Kuo-ChingChen, Yung-Yen
口試日期:2012-06-29
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:54
中文關鍵詞:品牌態度品牌情緒依附品牌忠誠度價格溢價
外文關鍵詞:brand attitudeemotional brand attachmentbrand loyaltyprice premium
相關次數:
  • 被引用被引用:3
  • 點閱點閱:381
  • 評分評分:
  • 下載下載:39
  • 收藏至我的研究室書目清單書目收藏:3
本研究目的在探討品牌態度、品牌情緒依附、品牌忠誠度及價格溢價之關係。本研究採用調查法,以台灣地區之具有購買能力的一般消費者為研究樣本,以焦點團體篩選出9大產品類別24個品牌,每一問卷給定一種品牌,共產生24種問卷本版,每個版本各發放35份問卷,共計發出840份問卷,有效回收樣本共計655(回收率77.98%)。研究結果顯示品牌態度正向影響品牌忠誠度及品牌情緒依附;品牌情緒依附正向影響品牌忠誠度及價格溢價;品牌態度經由品牌情緒依附之中介正向影響品牌忠誠度及價格溢價。本研究討論研究發現在理論以及管理實務的意涵,同時對未來研究的方向提出建議。
The main purpose of this study is to explore and examine the relationship among brand attitude, emotional attachment, brand loyalty, and price premium. The study used survey to collect data provided by a sample of regular consumers in Taiwan Area. The focus group selected 24 brands out from 9 categories. The study show one brand in each questionnaire and therefore employ total 24 version questionnaires. Every 35 respondents answered one version questionnaire. The data provided by a useful sample of 655 consumers (the effective response rate was 77.98%). The results revealed that brand attitude positively influences brand loyalty and emotional brand attachment; emotional brand attachment affects brand loyalty and price premium positively. In addition, emotional brand attachment mediates the relationship between brand attitude and brand loyalty and price premium respectively. We discuss implications for theory and practices, and suggestions for the further study.
中文摘要 .....................iii
英文摘要 .....................iv
致謝辭  .....................v
內容目錄 .....................vi
表目錄  .....................viii
圖目錄  .....................ix
第一章  緒論...................1
  第一節  研究背景...............1
  第二節  研究問題與目的............2
  第三節  研究架構...............5
第二章  文獻探討.................7
  第一節  品牌情緒依附.............7
  第二節  品牌態度...............9
  第三節  品牌忠誠度..............10
  第四節  價格溢價...............12
  第五節  研究假設...............13
第三章  研究方法.................18
  第一節  資料收集與研究樣本..........18
  第二節  品牌篩選...............21
  第三節  變數的衡量..............22
  第四節  資料分析...............24
第四章  研究結果.................29
  第一節  信度與效度分析及共同方法變異之結果..29
  第二節  相關分析...............31
  第三節  研究假設之檢驗結果..........32
第五章  討論...................36
  第一節  理論意涵...............36
  第二節  管理意涵...............37
  第三節  研究限制與未來建議..........38
參考文獻 .....................40
附錄   正式問卷.................52

參 考 文 獻

一、中文部分

2011年台灣全區消費者心目中理想品牌調查排行榜(2011, January),管理雜誌,1(438),52-53。

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