臺灣博碩士論文加值系統

中文提要
論文名稱：產品涉入程度、品牌形象、品牌權益與顧客回應間之關係探討
校(院)所別：國立東華大學企業管理研究所
畢業時間及提要：九十一學年度第二學期碩士學位論文提要
研究生：陳建翰
指導教授：祝道松 博士
關鍵字：品牌形象、品牌權益、顧客回應、產品涉入程度。

品牌形象為消費者心中所持有的態度，其態度形成以網絡型態呈現，根據其網絡連結特性區分品牌形象為功能形象、象徵形象與經驗形象；當品牌於消費者心中具有正面意義，品牌才具有價值，而品牌權益的概念便是因為產品因該品牌所賦予的附加價值，其衡量方式可由知覺品質、品牌忠誠度、品牌聯想與品牌知名度。顧客基礎面的品牌權益強調品牌價值是由消費者所創造，當該品牌對消費者存有高度價值即可反映於顧客的購買行為上如願意付較高的價格、願意購買該品牌不同種類的商品及推薦給周遭好友。研究指出產品涉入程度的不同將影響對品牌的承諾性，而產品涉入程度的不同，將影響顧客購買行為決策的考量因素。

因此，本研究目的為探討即使於不同產品涉入程度下，品牌形象、品牌權益與顧客回應的影響關係，是否依然有顯著的影響關係，且是否在不同涉入程度下，有差異影響關係；且針對以往研究多以整體性考量品牌權益，本研究針對內部構面間的關係作探討，如品牌形象與品牌權益構面間的影響關係。此外，針依高產品涉入程度商品的使用情形不同，檢視其間的影響關係。

研究發現品牌於高涉入程度商品將相對低產品涉入程度商品更具影響性，且檢視其內部構面關係，發現高產品涉入程度下，其功能性形象與象徵形象並重，且品牌忠誠度為影響顧客回應的主要因素；而低產品涉入程度之商品，則著重於功能形象與象徵形象，然而此象徵形象則專指公司與同儕層面，較少涉及個人象徵意謂，而知覺品質與品牌忠誠則為影響顧客回應的最重要因素。

對於高產品涉入程度使用情形差別上，由於未使用過該產品部具有品牌忠誠度，因此，在未使用過該品牌下，其品牌權益並無法對品牌延伸此顧客回應作一顯著影響，同時，其內部構面則以功能形象為主，影響顧客回應則著重於知覺品質部分。

藉由三個模型比較─使用過該品牌產品 (包含高、低產品涉入程度)與未使用該品牌(高產品涉入程度)，發現品牌於高產品涉入程度最具影響性，且品牌形象顯著地影響品牌權益，且品牌權益最能影響口碑介紹，價格溢酬次之，而品牌延伸最後。

英文摘要
Title：The relationships exploration among product involvement, brand image, brand equity and customer responses.
Author: Chen Jian-Han
Instructor: Professor Zhou Dauw-Song
Key word: Brand Image, Brand Equity, Customer Response, Product Involvement
Abstract:
Brand image, the attitude consumer holds in his heart, is formed in the type of network association. Based on their specialties, the brand image could be classified roughly as functional image, symbolic image and experience image. Only when the brand stands for the positive meaning toward the consumer can brand be valuable. Brand equity is the additional value carried by the brand name, which can be measured by perceived quality, brand loyalty, brand awareness and brand association.
Customer-based brand equity points out that the value of brand is created by the consumers. When consumers expect the high value from the brand, they are wiling to pay higher price, to try different product category with the same brand and to introduce to their friends of this brand. The research indicates that different product involvement will affect the brand commitment. As a result, the differences in product involvement will influence customers’ buying behaviors.
Hence this research is mainly to explore the relationships among brand image, brand equity and customers’ response under the circumstance of different product involvement. In consideration of past research measuring brand equity as a whole, this research specializes in inner dimension relationships. This research also examines the relationships without prior usage experience.
This research finds out that brand is more influencing in the higher product involvement than in the lower one. Under the circumstance of higher product involvement, functional image and symbolic image are two important dimensions of brand image; brand loyalty is the most critical factor to the customers’ response. In the lower product involvement, the functional image and symbolic image will be taken into account mostly; however the symbolic image here only refers to company level and friends’ side, not personally symbolic implication. Both perceived quality and brand loyalty are the most affecting factors.
Without prior usage experience, brand loyalty is not existed so that brand equity as a whole cannot influence significantly brand extension behavior. And the inner dimensions of brand image and brand equity focus on functional image and perceived quality respectively.
Compared among three models (high, low involvement and usage difference), this research finds out brand in the higher product involvement will be much more critical than the others. And for customers’ response aroused by brand equity, word of mouth will be the most affected, then price premium and brand extension the least one.

目錄
第一章緒論……………………………………………1
第一節研究背景與動機………………………………1
第二節研究目的與研究問題…………………………3
第三節研究……………………………………………4
第二章文獻探討………………………………………5
第一節品牌形象………………………………………5
一 品牌形象之定義………………………………………5
二 品牌形象之特性………………………………………8
三 衡量品牌形象之方法…………………………………12
四 對品牌形象之觀點……………………………………13
五 本節小結………………………………………………14
第二節品牌權益………………………………………15
一 品牌權益之定義………………………………………15
二 衡量品牌權益…………………………………………22
三 顧客回應………………………………………………27
四 本節小結………………………………………………28
第三節涉入程度………………………………………29
一 涉入程度………………………………………………29
二 產品涉入程度…………………………………………33
三 涉入程度測量方式……………………………………34
四 本節整理………………………………………………34
第四節 文獻總結…………………………………………35
第三章研究方法………………………………………36
第一節理論架構………………………………………36
第二節研究假設………………………………………38
第三節變數的操作性定義和衡量與問卷分析………40
一 產品涉入程度…………………………………………40
二 品牌形象………………………………………………41
三 品牌權益………………………………………………43
四 顧客回應………………………………………………44
五 研究對象………………………………………………44
第四節資料分析方法…………………………………45
第四章資料分析………………………………………47
第一節樣本基本資料分析……………………………47
一 第一階段問卷…………………………………………47
二 第二階段問卷…………………………………………51
三 本節結論探討…………………………………………60
第二節 三模型整體路徑分析…………………………61
一 模型一 使用過NOKIA手機……………………………61
二 模型二 未使用過NOKIA手機…………………………71
三 模型三 使用過黑人牙膏 ……………………………78
第三節模型比較與分析………………………………88
一 兩模型比較模型一與模型二…………………………88
二 兩模型比較模型一與模型三…………………………90
三 個別模型路徑探討……………………………………91
第五章結論與建議……………………………………93
第一節研究結論………………………………………93
一 整體模型探討…………………………………………93
二 內部構面………………………………………………93
第二節管理實務意涵…………………………………95
第三節研究限制………………………………………96
第四節未來研究建議…………………………………96
參考文獻………………………………………………… 97
一 中文部分………………………………………………98
二 英文部分………………………………………………98
附錄一……………………………………………………103
附錄二……………………………………………………109
一第一階段問卷…………………………………………109
二第二階段問卷…………………………………………112

參考文獻
一、中文部分
黃俊英與賴文彬(1990)。涉入的理論發展與實務應用。管理科學學報，第7卷，第1期，15-30頁。
林佳民 (1988)。產品涉入程度、產品網路上接近程度與消費者在網路上購物行為之研究。國立東華大學企業管理研究所碩士論文，未出版。
黃俊英 (1995)。多變量分析。台北：中國經濟企業研究所。
陳振遂 (1996)。顧客基礎的品牌權益衡量與建立之研究。國立政治大學企業管理研究所博士論文，未出版。
郝靜宜 (1998)。消費者對消費性產品品牌形象之研究。中國文化大學國際企業管理研究所碩士論文，未出版。
王保進 (1999)。視窗版SPSS與行為科學研究。台北：心理出版社有限公司。
榮泰生 (1999)。消費者行為。台北：五南圖書出版有限公司。
陳振遂與洪順慶 (1999)。消費品品牌權益衡量量表之建構─顧客基礎觀點。(陳安琳 主編)，中山管理評論，第7卷第4期， 1175-1199頁。
鄭仁偉、杜啟華與胡蕙玟 (2000)。品牌資產創造影因素之研究─我國資訊自有品牌廠商實證分析。(黃營杉 主編)，企業管理學報，第47期，81-106頁。
陳振遂 (2001)。品牌聯想策略對品牌權益影響之研究。(洪順慶 主編)，管理學報，第18卷第1期， 75-98頁。
李威德 (2001)。品牌權益衡量模式之建立與評估。國立政治大學企業管理研究所碩士論文，未出版。
二 英文部分
Aaker, D. (1991). Manage Brand Equity. New York: The Free Press.

Aaker, D. (1992). The value of brand equity. Journal of Business Strategy, Vol. 13, No. 4, pp.27-32.
Aaker, D. (1996). Building Strong Brand. . New York: The Free Press.
Arbukle, J. L. and Wothke, W. (1999). AMOS 4.0 User’s Guide. Chicago: SmallWaters Corporation.
Batra R. & Ray M. (1985). Affective response mediating acception of advertising. Journal of Consumer Research, Vol. 03, pp. 234-249.
Bhat, S. & Reddy, S. (1998). Symbolic and functional Positioning of brands. Journal of Consumer Marketing, Vol. 15(1), pp.32-44.
Biel, A. (1992). How brand image drives brand equity. Journal of Advertising Research, Vol. 32, pp.6-12.
Boonghee Y. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, Vol. 28 (Spring), pp.195-211.
Bullmore, J. (1984). The brand and its image revisited. International Journal of Advertising, Vol. 3, pp.235-238.
Chambliss (2000). Using lexical decomposition to quantify brand image. IMC Research Journal, Vol. 6(Spring), pp.49-53.
Chaudhuri, A. (2001). The relationship of brand attitudes and brand performance: The role of brand loyalty. Journal of Marketing Management, Vol. 9 (3), pp. 1-9.

Cramphorn, M. F. & Joubert, S. E, (1997). More about add impact. International Marketing Paper, pp. 1-20.
Dobni, D. (1990). In search of brand image: A foundation analysis. Advances in Consumer Research, Vol. 17, pp.110-119.
Dorsch J. Michael (1996). A transaction approach to understanding and managing customer equity. Journal of Business Research, Vol. 35, pp. 253-264.
Engel, J., Blackwell, R.D., & Miniard, P.W. (1995). Consumer Behavior. New York： The Dryden Press.
Farquhar, P., Han J. & Ijiri Y. (1992). Brand on the Balance Sheet. Marketing Management, pp.16-22.
Graeff, T.R. (1996). Using promotional messages to manage the effects of brand and self-image on brand evaluations. Journal of Consumer Marketing, Vol. 13, No. 3, pp. 4-18.
Gregg A. E. (2002). Brand Equity Building, Measuring and Sustaining. Business Adminstration of University Virgnia.
Jacques E. Brisoux and Emmanuel J. Cheron (1990). Brand categorization and product involvement. Advances in Consumer Research, Vol. 17, pp. 101-109.
James b. Faircloth (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing, Vol. 9(3), pp.16-25.
Judith H. Washburn & Richard E. Plank (2002). Measuring brand equity: An evaluation of a consumer-based brand equity scale. Journal of Marketing Theory and Practice, Vol. 10, No. 1, pp.46-63.
Kapferer, Jean (1992). Strategic Brand Management. New York：The Free Press.
Kamakura, Wagner A. & Gary J. Russell (1993). Measuring brand value with scanner data. International Journal of Research in Marketing, Special Issue on Brand Equity, Vol. 10 (March), pp. 9-22,
Katherine, N. L. (2001). What drives customer equity. Marketing Management, Vol. 10 (Spring), pp.20-25.
Keller, Kevin Lane (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, Vol. 57(January), pp1-22.
Keller, Kevin Lane (2001). Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands. Marketing Science Institute.
Kotler Philp (1996). Marketing Management. New Jersey：Prentice-Hall Incorporation.
Laczniak, Muehling & Grossbart (1989). “Manipulating Message Involvement in Advertising Research. Journal of Advertising, Vol.18, No.2, pp.28-38
Lance Leuthesser (1988). Defining, measuring and managing brand equity. Marketing Science Institute Conference Summary, Report Number 88-104.
Lanza del Río (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, Vol. 18, No. 5, pp.410-425.
Laurent G. & Kapferer J. (1985). Measuring consumer involvement profile. Journal of Marketing Research, Vol. 22, pp. 41-53.
Marsha, R. L. & Peter H. Bloch (1996). After the new wears off：The temporal context of product involvement. Journal of Consumer Research, Vol. 13（September）, pp. 280-285.
McQuarrie Edward F. and Michael Munson (1987). The Zaichkowsky personal Involvement inventory : Modification and extension. Advances in Consumer Research, Vol. 14, pp.36-40.
McQuarrie Edward F. and Michael Munson (1992). A revised product involvement inventory: improved usability and validity. Advances in Consumer Research, Vol. 19, pp. 108-115.
Meenaghan, Tony (1995). The role of advertising in brand image development. Journal of Product & Brand Management, Vol. 4(4), pp.23-34.
Moran, B. (2002). Brand Equity Measurement Tool. Informed ARF Research Council
Morgan Rory (2000). A consumer-oriented framework of brand equity and loyalty. Journal of Market Research Society, Vol. 42, pp.65-78.
Noth, W. (1998). The language of commodities groundwork for A semiotics of consumer goods. International Journal of Research in Marketing, Vol. 4, pp. 173-186.
Ouwersloot Hans and Tudorica,Anamaria (2001). Brand personality creation through advertising. Maastricht Academic Center for Researches in Service, pp.1-26.
Patti Warrington and Soyeon Shim (2000). An empirical investigation of the relationship between product involvement and brand commitment. Psychology & Marketing, Vol. 17 (9), pp.761-782.
Penrose, Noel (1989). Valuation of brand names and trademark: Brand Valuation: Establishing a True and Fair View, The Interbrand Group, London, England.
Peter, J. P., & Olson. P. (1994). Understanding Consumer Behavior. Burr Ridge, IL: Richard D. Irwin, Inc
Porter, Stephen S. and Cindy Claycomb (1997). The influence of brand recognition on retail store image. Journal of Product and Brand Management, Vol. 6, pp.373-387.
Rainer Zimmermann (2002). Brand Equity Excellence. BBDO Group, Germany.
Roth, Marvin S. (1995). Effects of global market conditions on brand image
customization and brand performance. Journal of Advertising, Vol. 24(4), pp.55-72
Rothschild, M.L. (1984). Perspectives on involvement: Current problems and future directions. Advances in Consumer Research, Vol. 11, pp.216-217.
Simon C. M. Sullivan (1993). The measurement and determinants of brand equity: The financial approach. Marketing Sci. Vol. 28, pp.57.
Shocker, R.K.(1988). Brand equity: A perspective on its meaning and measurement. Marketing Science Institute, pp. 91-124.
Styles C., & Ambler T (1997). Brand equity measuring what matters. Australian Journal of Marketing Research, Vol. 5(1), pp. 3-10.
Traylor B. M. (1981). Product involvement and brand commitment. Journal of Advertising Research, Vol. 21(Dec.), pp51-56.
Trevor Richards (1998). Measuring the true value of brands: Can you afford not to. Esomar Seminar- Berlin September.
Zaichkowsky, J.L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, Vol. 12, pp. 341-352.