面對競爭日益激烈的航空運輸市場，選擇加入國際性航空聯盟是航空公司藉以留住現有顧客、開發新客戶的的策略性選項之一。本文旨在探究航空公司加入國際性航空聯盟的決策，對於航空公司品牌權益的影響為何？藉以瞭解旅客對於航空公司因加入國際性航空聯盟所帶來的品牌延伸效果之價值認知。

透過問卷調查，本文以結構方程模式（SEM）探討品牌形象、品牌延伸、以及品牌權益間之關係，相關之研究結論如下：
一、 國際性航空聯盟之品牌形象會正向影響航空公司之品牌權益。
二、 國際性航空聯盟的品牌形象會正向影響其延伸策略的效果。
三、 加入國際性航空聯盟的延伸策略會正向影響航空公司之品牌權益。

由此可知，國際性航空聯盟良好的品牌形象有利於航空公司加入航空策略聯盟之品牌延伸策略的效果，其次，加入航空策略聯盟之延伸策略決策對於航空公司品牌權益存在正向顯著的影響。值得一提的是，國際性航空聯盟良好的品牌形象對於航空公司品牌權益並無正向顯著的影響，航空公司需加入國際性航空策略聯盟，方得以享有國際性航空策略聯盟良好品牌形象所帶來的品牌權益提昇效益。

關鍵字：品牌形象、品牌延伸、品牌權益、航空公司、國際性航空聯盟

In order to face the competitive market, affiliating with international airline alliances is the strategy which has been used by airlines for keeping inherent consumers and appealing potential consumers.

The purpose of this study is to find the impact on brand equity when airlines affiliated with the airline alliances, and realize consumer’s value cognition on the brand extension effect of the affiliation.
This study collects data by questionnaires, and analyses the relationship between brand image, brand extension and brand equity by structure equation modeling. The result reveals that:
1. The brand image of international airline alliances has positive effects on the brand equity of airlines.
2. The brand image of international airline alliances positive significant affects the brand extension effects between international airline alliances and airlines.
3. The brand extension between international airline alliances and airlines has positive significant effects on the brand equity of airlines.

Therefore, international airline alliance with good brand image enhances the effect of brand extension strategy when airlines affiliated with the airline alliance, in the meanwhile, this strategy also has positive influence on airlines brand equity. Furthermore, international airline alliance with good brand image does not have positive influence on airlines brand equity. The benefits of brand equity enhancing by excellent brand image of international airline alliances can only be possessed when airlines affiliated with international airline alliances.

Keywords: Brand Image, Brand Extension, Brand Equity, Airline, International Airline Alliance

謝辭 I
摘要 II
Abstract III
目次 IV
圖次 VI
表次 VII
第一章 緒論 1
1.1 研究動機與背景 1
1.2 研究目的 3
1.3 研究範圍及對象 3
1.4 研究流程 4
第二章 文獻回顧 5
2.1 品牌形象（Brand Image） 5
2.1.1 品牌形象定義 5
2.1.2 品牌形象衡量構面 6
2.1.3 品牌形象小結 7
2.2 品牌延伸（Brand Extension） 8
2.2.1 品牌延伸的定義 8
2.2.2 品牌延伸優缺點 9
2.2.3 品牌延伸小結 11
2.3 品牌權益（Brand Equity） 11
2.3.1 品牌忠誠度（Brand Loyalty） 13
2.3.2 品牌知名度（Brand Awareness） 14
2.3.3 知覺品質（Perceived Quality） 15
2.3.4 品牌聯想（Brand Association） 16
2.3.5 品牌權益小結 17
2.4 策略聯盟（Strategy Alliance） 18
2.4.1 策略聯盟的定義 18
2.4.2 策略聯盟優缺點 21
2.4.3 國際性航空聯盟介紹 22
2.4.4 消費者對航空聯盟的認知 26
2.4.5 策略聯盟小結 26
第三章 研究方法 27
3.1 研究架構 27
3.2 研究假說 28
3.3 構面操作性定義與衡量 30
3.3.1 品牌形象 30
3.3.2 品牌延伸 30
3.3.3 品牌權益 31
3.4 問卷設計 34
3.4.1 前測分析結果 35
3.5 資料分析方法 37
3.5.1 敘述性統計分析 37
3.5.2 信效度分析 38
3.5.3 平均數檢定 38
3.5.4 結構方程式 39
第四章 研究結果 41
4.1 基本資料分析 41
4.2 信、效度分析 44
4.3 平均數檢定 47
4.3.1 獨立樣本T檢定 47
4.3.2 單變量變異數分析 49
4.3.3 平均數檢定小結 54
4.4 整體結構方程模型檢驗結果 55
4.4.1 配適度分析 55
4.4.2 路徑分析 56
第五章 結論與建議 57
5.1 結論 57
5.2 管理意涵 60
5.3 研究限制及後續建議 61
參考文獻 62
附錄 研究問卷 71

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三、 網站部分：

1. 寰宇一家官方網站 http://zh.oneworld.com/
2. 天合聯盟官方網站 http://www.skyteam.com/
3. 星空聯盟官方網站 http://www.staralliance.com/hk/