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研究生:張寶文
研究生(外文):Bao-Wen Chang
論文名稱:品牌個性與品牌依附、品牌偏好、品牌忠誠之關聯性研究
論文名稱(外文):A Study of Relationships among Brand Personality、Brand Attachment、Brand Preference and Brand Loyalty
指導教授:郭幸萍郭幸萍引用關係
指導教授(外文):Hsing-Ping Kuo
學位類別:碩士
校院名稱:南台科技大學
系所名稱:企業管理系
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:101
畢業學年度:100
語文別:中文
中文關鍵詞:品牌個性品牌依附品牌偏好品牌忠誠
外文關鍵詞:Brand PersonalityBrand AttachmentBrand PreferenceBrand Loyalty
相關次數:
  • 被引用被引用:19
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品牌聯想是人們對品牌的想法、感受及期望等的集合,包含了消費者所知覺到的品牌個性特質,同時也會思考品牌和自我的連結關係,並認為該品牌能代表某部分的自己,形成品牌依附。品牌依附表現在消費者行為上,先藉由顧客情感心理對品牌偏好的影響,進而產生忠誠行為的意圖。
本研究以國際手機品牌做為研究對象,探討品牌個性如何與消費者間形成連結關係與認同感,以及品牌依附對品牌偏好與品牌忠誠的影響。本研究共蒐集了400份問卷。研究結果發現︰1.成熟的、稱職的與耐用的品牌個性對品牌依附皆有正向影響,而成熟的品牌個性效果較佳;2.品牌依附對於品牌偏好有正向顯著性影響;3.品牌依附對於品牌忠誠有正向顯著性影響;4.品牌偏好對品牌忠誠有正向顯著的影響;5.品牌依附透過品牌偏好正向顯著影響品牌忠誠;6.品牌個性透過品牌依附部份正向顯著影響品牌忠誠;7.品牌個性透過品牌依附與品牌偏好部份正向顯著影響品牌忠誠。這些研究結果不僅能提供手機廠商在未來設計手機品牌時做為參考用途,亦能為未來研究手機品牌提供一個具體的研究方向。
The brand association is the link of a series of things and brand recall. Include the brand personality traits consumer who perceived, but also think about the self connation with the brand, and feel the brand can represent is actually a part of; the relationship then becomes brand attachment. Brand attachment reflects the consumer’s behavior, first by the customer emotional effect on the brand preference, and then generates the faithful behavior intentions; finally show the real behavior to choice.In this study, we using the international mobile phone brand as the object of researching discuss the effect of different brand personality with the connation and identifications with the consumers. This study collected 400 questionnaires. Empirical results showed︰1. Sophistication, competence and ruggedness all have positive effect on brand attachment, and Sophistication is better. 2. Brand attachment has positive effect on brand preference. 3. Brand attachment has positive effect on brand loyalty. 4. Brand preference positive effect on brand loyalty. 5. Brand attachment will amplified brand preference and apply effect on brand loyalty. 6. Brand personality of sophistication will amplified brand attached apply effect on brand loyalty. 7. Brand personality of Sophistication will amplified brand attached and brand preference and apply effect on brand loyalty. These results not only a reference for the mobile phone manufacturers in the future, but also can supply a specific direction of study mobile phone brands for in the future.
摘  要 iv
Abstract v
誌 謝 vi
目  次 vii
表目錄 ix
圖目錄 ix
第一章緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究流程 3
第二章 文獻探討 5
2.1全球手機產業 5
2.1.1手機產品分類 6
2.2品牌 7
2.2.1品牌的定義與意義 7
2.2.2品牌的重要性 8
2.3品牌個性 10
2.3.1品牌個性的定義 11
2.3.2品牌個性的衡量 12
2.4品牌依附 13
2.4.1品牌依附的定義 14
2.4.2品牌依附的衡量 15
2.5 品牌偏好與品牌忠誠 18
2.5.1品牌偏好與品牌忠誠的定義 18
2.5.2品牌偏好與品牌忠誠的衡量 21
2.6品牌個性與品牌依附之關聯 22
2.7品牌依附與品牌偏好、品牌忠誠之關聯 23
第三章 研究設計與方法 25
3.1研究架構與假說 25
3.1.1研究架構 25
3.1.2研究假說 26
3.2研究變數的定義與衡量 26
3.3研究範圍及對象與資料蒐集方法 29
3.4問卷設計與前測 30
3.5資料分析方法 34
3.5.1敘述性統計分析 34
3.5.2信效度分析 34
3.5.3因素分析 36
3.5.4 T檢定 37
3.5.5結構方程模式分析 37
第四章 資料分析與結果 38
4.1樣本結構分析 38
4.2驗證性因素分析與信效度分析 40
4.3結構方程模式分析 43
4.3.1整體模式分析 43
4.3.2中介效果檢定 47
4.4手機品牌個性 49
4.5品牌個性認知差異 50
第五章 結論與建議 52
5.1結論 52
5.2研究貢獻 54
5.3研究限制與未來研究方向 55
參考文獻 57
中文部份 57
英文部份 58
附錄一、研究問卷 64
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