臺灣博碩士論文加值系統

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

1.Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management review, 38(3).
2.Aaker, D. A. (2012). Building Strong Brands: Simon and Schuster.
3.Aaker, D. A. and Jacobson, R. (1994). The financial information content of perceived quality. Journal of Marketing Research (JMR), 31(2).
4.Aaker, D. A. and Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1).
5.Achrol, R. S. and Kotler, P. (1999). Marketing in the Network Economy. Journal of Marketing, 63(4).
6.Ailawadi, K. L. and Keller, K. L. (2004). Understanding retail branding: conceptual insights and research priorities. Journal of Retailing, 80(4), 331-342.
7.Anantachart, S. (2006). Integrated marketing communications and market planning: Their implications to brand equity building. Journal of Promotion Management, 11(1), 101-125.
8.Apostolopoulou, A. and Gladden, J. (2007). Developing and extending sports brands. The Marketing of Sport, 186-209.
9.Ashill, N. J. and Sinha, A. (2004). An exploratory study into the impact of components of brand equity and country of origin effects on purchase intention. Journal of Asia-Pacific Business, 5(3), 27-43.
10.Austin, J. R., Siguaw, J. A. and Mattila, A. S. (2003). A re-examination of the generalizability of the Aaker brand personality measurement framework. Journal of Strategic Marketing, 11(2), 77-92.
11.Badhwar, G., Atwell, W., Benton, E., Frank, A., Keegan, R., Dudkin, V., . . . Magradze, N. (1995). A study of the radiation environment on board the space shuttle flight STS-57. Radiation Measurements, 24(3), 283-289.
12.Bagozzi, R. P. and Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
13.Baldinger, A. L. (1990). Defining and applying the brand equity concept: why the researcher should care. Journal of Advertising Research, 30(3), 2-5.
14.Barwise, P. (1993). Brand equity: snark or boojum? International Journal of Research in Marketing, 10(1), 93-104.
15.Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128-137.
16.Berry, L. L., Seiders, K. and Grewal, D. (2002). Understanding service convenience. Journal of Marketing, 66(3), 1-17.
17.Biel, A. L. (1992). How brand image drives brand equity. Journal of Advertising Research, 32(6), 6-12.
18.Blackston, M. (1993). Beyond brand personality: building brand relationships. Brand Equity and Advertising: Advertising's Role in Building Strong Brands, 113-124.
19.Blackston, M. (1995). The qualitative dimension of brand equity. Journal of Advertising Research, 35(4), RC2-RC7.
20.Broussard, S. L. (2009). Source-message-receiver in integrated marketing communication: A study of US institutional advancement.
21.Broussard, W. and Turner, R. E. (2009). A century of changing land-use and water-quality relationships in the continental US. Frontiers in Ecology and the Environment, 7(6), 302-307.
22.Bruner, G. C., Hensel, P. J. and James, K. E. (2001). Marketing Scales Handbook.
23.Buil, I., de Chernatony, L. and Martínez, E. (2008). A cross-national validation of the consumer-based brand equity scale. Journal of Product and Brand Management, 17(6), 384-392.
24.Buttle, H. and Westoby, N. (2006). Brand logo and name association: It's all in the name. Applied Cognitive Psychology, 20(9), 1181-1194.
25.Calder, B. J. and Malthouse, E. C. (2003). What is integrated marketing. Kellogg on Integrated Marketing, 6-15.
26.Chang, T.-Z. and Wildt, A. R. (1994). Price, product information and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22(1), 16-27.
27.Chen, A. C.-H. (2001). Using free association to examine the relationship between the characteristics of brand associations and brand equity. Journal of Product and Brand Management, 10(7), 439-451.
28.Chin, W. W. and Todd, P. A. (1995). On the use, usefulness and ease of use of structural equation modeling in MIS research: a note of caution. Management Information Systems Quarterly, 19, 237-237.
29.Christie, W. G. and Schultz, P. H. (1994). Why do NASDAQ Market Makers Avoid Odd‐Eighth Quotes? The Journal of Finance, 49(5), 1813-1840.
30.Del Rio, A. B., Vazquez, R. and Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410-425.
31.Dobni, D. and Zinkhan, G. M. (1990). In search of brand image: a foundation analysis. Advances in ConsumerResearch, 17(1), 110-119.
32.Dolich, I. J. (1969). Congruence Relationships Between Self Images and Product Brands. Journal of Marketing Research (JMR), 6(1).
33.Duncan, T. (2002). IMC: Using Advertising And Promotion To Build Brands Author: Tom Duncan, Publisher: McGraw-Hill Irwin Pages: 783 Publishe.
34.Duncan, T. and Caywood, C. (1996). The concept, process and evolution of integrated marketing communication. Integrated Communication: Synergy of Persuasive Voices, 13-34.
35.Duncan, T. and Moriarty, S. E. (1998). A communication-based marketing model for managing relationships. Journal of Marketing, 62(2).
36.Duncan, T. R. and Moriarty, S. E. (1997). Driving Brand Value: Using Integrated Marketing to Manage Profitable Stakeholder Relationships: McGraw-Hill New York.
37.Eagle, L. and Kitchen, P. J. (2000). IMC, brand communications and corporate cultures: client/advertising agency co-ordination and cohesion. European Journal of Marketing, 34(5/6), 667-686.
38.Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1(3).
39.Fornell, C. and Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 382-388.
40.Freling, T. H., Crosno, J. L. and Henard, D. H. (2011). Brand personality appeal: conceptualization and empirical validation. Journal of the Academy of Marketing Science, 39(3), 392-406.
41.Fry, J. N. and Claxton, J. D. (1971). Semantic differential and nonmetric multidimensional scaling descriptions of brand images. Journal of Marketing Research, 238-240.
42.Ghodeswar, B. M. (2008). Building brand identity in competitive markets: a conceptual model. Journal of Product and Brand Management, 17(1), 4-12.
43.Graeff, T. R. (1996). Using promotional messages to manage the effects of brand and self-image on brand evaluations. Journal of Consumer Marketing, 13(3), 4-18.
44.Group, W. B. (2012). World Development Indicators 2012: World Bank Publications.
45.Harcar, T., Kara, A. and Kucukemiroglu, O. (2006). Consumer's perceived value and buying behavior of store brands: an empirical investigation. The Business Review, 5(2), 55-62.
46.Harlow, L. L. (2005). The Essence of Multivariate Thinking: BasicThemes and Methods: Psychology Press.
47.Harman, H. H. (1976). Modern Factor Analysis: University of Chicago Press.
48.Herzog, V. and Fahimi, H. D. (1974). Microbodies (peroxisomes) containing catalase in myocardium: morphological and biochemical evidence. Science, 185(4147), 271-273.
49.Horng, J.-S., Liu, C.-H., Chou, H.-Y. and Tsai, C.-Y. (2012). Understanding the impact of culinary brand equity and destination familiarity on travel intentions. Tourism Management, 33(4), 815-824.
50.Howard, D. J. and Barry, T. E. (1994). The role of thematic congruence between a mood-inducing event and an advertised product in determining the effects of mood on brand attitudes. Journal of Consumer Psychology, 3(1), 1-27.
51.Howard, J. A., Shay, R. P. and Green, C. A. (1988). Measuring the effect of marketing information on buying intentions. Journal of Services Marketing, 2(4), 27-36.
52.Hoyer, W. D. and Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2), 141.
53.Hyun, S. S. and Kim, W. (2011). Dimensions of brand equity in the chain restaurant industry. Cornell Hospitality Quarterly, 52(4), 429-437.
54.Iacobucci, D. and Calder, B. J. (2003). Kellogg on Integrated Marketing: John Wiley and Sons.
55.Jain, A. and Etgar, M. (1976). Measuring store image through multidimentional scalling of free responses data. Journal of Retailing, 52(2), 23-32.
56.Joseph, A. and Wesley Hutchinson, J. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-454.
57.Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
58.Kaiser, H. F. and Rice, J. (1974). Little Jiffy, Mark IV. Educational and Psychological Measurement.
59.Kamakura, W. A. and Russell, G. J. (1993). Measuring brand value with scanner data. International Journal of Research in Marketing, 10(1), 9-22.
60.Kamins, M. A. and Marks, L. J. (1991). The perception of kosher as a third party certification claim in advertising for familiar and unfamiliar brands. Journal of the Academy of Marketing Science, 19(3), 177-185.
61.Keller, K. L. and D. A. Aaker (1992). "The effects of sequential introduction of brand extensions." Journal of Marketing Research: 35-50.
62.Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. The Journal of Marketing, 1-22.
63.Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600.
64.Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2-3), 139-155.
65.Keller, K. L. and Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 35-50.
66.Keller, K. L., Apéria, T. and Georgson, M. (2008). Strategic Brand Management: A European Perspective: Pearson Education.
67.Keller, K. L., Heckler, S. E. and Houston, M. J. (1998). The Effects of Brand Name Suggestiveness on Advertising Recall. Journal of Marketing, 62(1).
68.Keller, K. L. and Lehmann, D. R. (2003). How do brands create value? Marketing Management, 12(3), 26-31.
69.Keller, K. L. and Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759.
70.Keller, K. L., Parameswaran, M. and Jacob, I. (2011). Strategic Brand Management: Building, Measuring and Managing Brand Equity: Pearson Education India.
71.Kim, J.-H. and Hyun, Y. J. (2011). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial Marketing Management, 40(3), 424-438.
72.Kim, J. W., Choi, J., Qualls, W. and Han, K. (2008). It takes a marketplace community to raise brand commitment: the role of online communities. Journal of Marketing Management, 24(3-4), 409-431.
73.Kim, K. H., Ko, E. J., Hooley, G. J., Lee, N. J., Lee, D., Jung, H.-S., . . . Hoon, K. K. (2008). Brand equity and purchase intention in fashion industry: a cross-cultural study in Asia and Europe. Journal of Global Academy of Marketing Science, 18(4), 247-278.
74.Kitchen, P. J. and Schultz, D. E. (2009). IMC: New horizon/false dawn for a marketplace in turmoil? Journal of Marketing Communications, 15(2-3), 197-204.
75.Kliatchko, J. (2005). Towards a new definition of integrated marketing communications (IMC). International Journal of Advertising, 24(1), 7-34.
76.Kliatchko, J. G. (2008). Revisiting the IMC construct. International Journal of Advertising, 27(1), 133-160.
77.Knapp, D. (2000). The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company: McGraw Hill Professional.
78.Konecnik, M. and Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400-421.
79.Kotler, P. (2003). Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know: John Wiley and Sons.
80.Kotler, P., Armstrong, G., Brown, L., Adam, S. and Chandler, S. (1996). Marketing. Ed. Compacta. São Paulo: Atlas.
81.Kotler, P., Asplund, C., Rein, I., Haider, D. H. and Times, F. (1999). Marketing Places Europe: How to Attract Investments, Industries, Residents and Visitors to Cities, Communities, Regions and Nations in Europe: Pearson Education.
82.Kotler, P., Bowen, J. T. and Makens, J. C. (2006). Marketing for Hospitality and Tourism: Pearson Education India.
83.Kotler, P. and Keller, K. L. (2006). Administração de marketing.
84.Kotler, P., Keller, K. L. and Lu, T. (2009). Marketing Management in China: Pearson.
85.Krishnan, H. S. (1996). Characteristics of memory associations: A consumer-based brand equity perspective. International Journal of Research in Marketing, 13(4), 389-405.
86.Kuan, H.-H. and Bock, G.-W. (2007). Trust transference in brick and click retailers: An investigation of the before-online-visit phase. Information and Management, 44(2), 175-187.
87.Lassar, W., Mittal, B. and Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19.
88.Laurent, G., Kapferer, J.-N. and Roussel, F. (1995). The underlying structure of brand awareness scores. Marketing Science, 14(3_supplement), G170-G179.
89.Law, R. and Cheung, C. (2006). A study of the perceived importance of the overall website quality of different classes of hotels. International Journal of Hospitality Management, 25(3), 525-531.
90.Lindell, M. K. and Whitney, D. J. (2001). Accounting for common method variance in cross-sectional research designs. Journal of Applied Psychology, 86(1), 114.
91.Low, G. S. and Lamb Jr, C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product and Brand Management, 9(6), 350-370.
92.Macdonald, E. K. and Sharp, B. M. (2000). Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:: A Replication. Journal of Business Research, 48(1), 5-15.
93.MacKenzie, S. B., Lutz, R. J. and Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 130-143.
94.Madhavaram, S., Badrinarayanan, V. and McDonald, R. E. (2005). Integrated marketing communication (IMC) and brand identity as critical components of brand equity strategy: A conceptual framework and research propositions. Journal of Advertising, 34(4), 69-80.
95.Mahajan, V., Muller, E. and Bass, F. M. (1990). New product diffusion models in marketing: A review and directions for research. The Journal of Marketing, 1-26.
96.Maslow, A. H., Frager, R., Fadiman, J., McReynolds, C. and Cox, R. (1970). Motivation and personality (Vol. 2): Harper and Row New York.
97.Mihart, C. (2012). Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision-Making Process. International Journal of Marketing Studies, 4(2).
98.Mitchell, A. A. and Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 318-332.
99.Morgan, R. P. (2000). A consumer-orientated framework of brand equity and loyalty. International Journal of Market Research, 42(1), 65-78.
100.Mullen, M. and Mainz, A. (1989). Brands, bids and balance sheets: putting a price on protected products. Acquisitions Monthly, 24(4), 26-27.
101.Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., . . . Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.
102.Nunnally, J. C., Bernstein, I. H. and Berge, J. M. t. (1967). Psychometric Theory (Vol. 226): McGraw-Hill New York.
103.Pappu, R., Quester, P. G. and Cooksey, R. W. (2005). Consumer-based brand equity: improving the measurement–empirical evidence. Journal of Product and Brand Management, 14(3), 143-154.
104.Pappu, R., Quester, P. G. and Cooksey, R. W. (2006). Consumer-based brand equity and country-of-origin relationships: some empirical evidence. European Journal of Marketing, 40(5/6), 696-717.
105.Percy, L. (1997). Strategies for Implementing Integrated Marketing Communications: NTC Business Books Lincolnwood, IL.
106.Petrison, L. A. and Wang, P. (1996). Integrated marketing communication: examining planning and executional considerations. Integrated Communication: Synergy of Persuasive Voices, 153-166.
107.Pike, A. (2009). Brand and branding geographies. Geography Compass, 3(1), 190-213.
108.Podsakoff, P. M. and Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of Management, 12(4), 531-544.
109.Porter, S. S. and Claycomb, C. (1997). The influence of brand recognition on retail store image. Journal of Product and Brand Management, 6(6), 373-387.
110.Poulin, P. and Krishnan, K. (1996). A mechanistic algorithm for predicting blood: air partition coefficients of organic chemicals with the consideration of reversible binding in hemoglobin. Toxicology and Applied Pharmacology, 136(1), 131-137.
111.Reynolds, T. J. and Gutman, J. (1984). Advertising is image management. Journal of advertising research.
112.Ross, S. (2006). A Conceptual Framework for Understanding Spectator-Based Brand Equity. Journal of Sport Management, 20(1).
113.Rossiter, J. R. and Percy, L. (1987). Advertising and Promotion Management: McGraw-Hill Book Company.
114.Samiee, S. (1994). Customer evaluation of products in a global market. Journal of International Business Studies, 25(3), 579-604.
115.Schmidt, H. (2012). Wellness incentives, equity and the 5 groups problem. American Journal of Public Health, 102(1), 49-54.
116.Schultz, D. E. (1992). Integrated marketing communications. Journal of Promotion Management, 1(1), 99-104.
117.Schultz, D. E. and Kitchen, P. J. (1997). Integrated marketing communications in US advertising agencies: an exploratory study. Journal of Advertising Research, 37(5), 7-18.
118.Schultz, D. E. and Schultz, H. F. (2004). IMC, the Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication: McGraw-Hill Professional.
119.Schumann, D. W., Artis, A. and Rivera, R. (2001). The future of interactive advertising viewed through an IMC lens. Journal of Interactive Advertising, 1(2), 43-55.
120.Sethuraman, R. and Cole, C. (1997). Why do consumers pay more for national brands than for store brands? Report-marketing Science Institute Cambridge Massachusetts.
121.Shimp, T. A. and Shimp, T. A. (1997). Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications: Dryden Press Fort Worth, TX.
122.Shocker, A. D. and Weitz, B. (1988). A perspective on brand equity principles and issues. Report(88-104), 2-4.
123.Simon, C. J. and Sullivan, M. W. (1993). The measurement and determinants of brand equity: a financial approach. Marketing Science, 12(1), 28-52.
124.Simon, M. F. (1970). Influence of brand names on attitudes. Journal of Advertising Research, 10(3), 28-30.
125.Srinivasan, V. (1979). Network models for estimating brand-specific effects in multi-attribute marketing models. Management Science, 25(1), 11-21.
126.Statler, H. and Library, M. (1919). Library Hotel Statler, St. Louis: Hotels Statler.
127.Thorson, E. and Moore, J. (2013). Integrated Communication: Synergy of Persuasive Voices: Psychology Press.
128.Tsai, H., Cheung, C. and Lo, A. (2010). An exploratory study of the relationship between customer-based casino brand equity and firm performance. International Journal of Hospitality Management, 29(4), 754-757.
129.Valente, T. W., Frautschi, S., Lee, R., OKeefe, C., Schultz, L., Steketee, R., . . . Ettling, M. (1994). Network models of the diffusion of innovations. NURSING TIMES, 90(35), 52-53.
130.Velicer, W. F. and Prochaska, J. O. (2008). Stage and Non‐stage Theories of Behavior and Behavior Change: A Comment on Schwarzer. Applied Psychology, 57(1), 75-83.
131.Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341.
132.Zimmer, M. R. and Golden, L. L. (1988). Impressions of retail stores: A content analysis of consumer images. Journal of Retailing.