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研究生:黃友彥
研究生(外文):You-Yan Huang
論文名稱:探討品牌聯想、品牌認知、整合行銷溝通、對品牌權益之影響
論文名稱(外文):The Impact of Brand Association, Brand Awareness and Integrated Marketing Communication, on Brand Equity
指導教授:王朝弘王朝弘引用關係
指導教授(外文):Chao-Hung Wang
口試委員:卓為智李淑芳
口試委員(外文):Wei-Jr JuoSu-Fang Lee
口試日期:2014-05-30
學位類別:碩士
校院名稱:嶺東科技大學
系所名稱:行銷與流通管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:84
中文關鍵詞:品牌聯想品牌認知整合行銷溝通品牌權益
外文關鍵詞:Brand AssociationBrand AwarenessIntegrated Marketing CommunicationBrand Equity
相關次數:
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本研究主要是探討旅客在選擇觀光飯店時,對於觀光飯店的品牌聯想及對觀光飯店產生的品牌認知與整合行銷溝通,是否對觀光飯店的品牌權益產生影響。本研究以觀光飯店的旅客做為主要研究對象,採便利抽樣法發放312份問卷,有效問卷為300份,利用SPSS做問卷統計分析工具的程式再以線性構方程分析資料,研究結果得知品牌聯想對整合行銷溝通有顯著之影響、品牌認知對整合行銷溝通有顯著之影響、整合行銷溝通對品牌權益有顯著影響,希望本研究可提供建議給觀光飯店作為決策參考。最後提出管理意涵與未來研究方向也予以討論。
This study was to explore tourist travelers when choosing hotels, tourist hotels for brand association and brand awareness of tourist hotels and produce integrated marketing communication, travelers have an impact on tourist hotel brand equity. In this study, the main tourist hotel guests as object of study, convenience sampling method distributed 312 questionnaires, 300 valid questionnaires, a questionnaire using SPSS statistical analysis tools program and then analyze the data in a linear structural equation findings that brand association to significantly impact integrated marketing communication, brand awareness of integrated marketing communication has a significant impact, integrated marketing communications have a significant impact on brand equity, hope that this study may provide advice to tourist hotels as decision-making. Finally, managerial implications and future research directions are also discussed.
摘 要 i
ABSTRACT ii
誌 謝 iii
目 錄 iv
表 目 錄 vii
圖 目 錄 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 品牌聯想 5
壹、品牌聯想(Brand association)定義 5
貳、品牌聯想相關研究 8
第二節 品牌認知 12
壹、品牌認知(Brand awareness)定義 12
貳、品牌認知相關研究 15
第三節 整合行銷溝通 18
壹、整合行銷溝通(Integrated Marketing Communication)定義 18
貳、整合行銷溝通相關研究 21
第四節 品牌權益 23
壹、品牌權益(Brand equity)定義 23
貳、品牌權益相關研究 26
第三章 研究設計 28
第一節 研究模型 28
第二節 假設推論 29
壹、品牌聯想對整合行銷溝通之影響 29
貳、品牌認知對整合行銷溝通之影響 30
参、整合行銷溝通對品牌權益之影響 31
第三節 研究構面之操作型定義與衡量 33
壹、品牌聯想的操作性定義與衡量 33
貳、品牌認知的操作性定義與衡量 34
参、整合行銷溝通操作性定義與衡量 35
肆、品牌權益操作性定義與衡量 36
第四節 研究對象與範圍 37
壹、旅館定義 37
貳、國際觀光旅遊市場概況 38
参、國內觀光旅遊市場概況 40
第五節 問卷設計與回收 42
壹、問卷設計 42
貳、問卷回收情形 43
第六節 資料分析方法 44
壹、敘述性統計分析 44
貳、回收樣本基本檢定 44
參、因素分析 44
肆、信效度分析 45
伍、結構方程模式 45
第四章 研究分析與實證結果 46
第一節 敘述統計分析 46
壹、飯店樣本之敘述統計分析 46
貳、基本資料之敘述統計分析 47
参、研究構面之敘述統計分析 49
第二節 回收樣本基本檢定 52
壹、同源偏差檢定 52
第三節 因素分析 53
第四節 信效度分析 55
壹、信度分析 55
貳、效度分析 57
第五節 整體研究模型之SEM分析 59
壹、樣本適切性 59
貳、結構模式分析 59
参、結構模式驗證 59
第五章 結論與建議 61
第一節 結論 61
壹、品牌聯想對整合行銷溝通的影響 61
貳、品牌認知對整合行銷溝通之影響 62
参、整合行銷溝通對品牌權益之影響 63
第二節 研究限制與未來研究方向 64
參考文獻 65
附錄一 71

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