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研究生:董燕昭
研究生(外文):Yen-Chao Tung
論文名稱:品牌資產形成因素之研究
論文名稱(外文):A study of The Factors Affecting Brand Assets
指導教授:王漢民王漢民引用關係
指導教授(外文):Han-Min Wang
學位類別:碩士
校院名稱:逢甲大學
系所名稱:會計所
學門:商業及管理學門
學類:會計學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:84
中文關鍵詞:品牌資產品牌知名度知覺品質品牌忠誠度其他專屬品牌資產
外文關鍵詞:Other Proprietary Brand AssetsBrand LoyaltyPerceived QualityBrand AwarenessBrand Assets
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美國行銷科學學會(American Marketing Science Institute)認為品牌是一聯想的集合,可比未具品牌時獲取更大的銷售量或銷售利潤,且比競爭者強而持久的具差異化的優勢。因此,本研究以Aaker(1991)之品牌權益構面作為主要研究架構,探討品牌資產形成因素之互動性關係,以作為品牌管理策略之參考。
本研究以2003年至2007年獲選台灣國際品牌之企業為樣本,並以聯立方程式分析模型,研究結果顯示,品牌知名度與知覺品質間具有正向互動內生關係,且知覺品質及品牌忠誠度間具有正向互動內生關係,但品牌知名度與品牌忠誠度間具有負向互動內生關係。在品牌因素影響性方面,品牌年齡對品牌知名度具有顯著負相關;品質獎獲獎數對知覺品質具有顯著負相關;研發費用率對其他專屬品牌資產具有顯著正相關,而專利權個數對其他專屬品牌資產具有顯著負相關,價格溢酬對品牌忠誠度具有顯著正相關,但忠誠度對品牌忠誠度呈顯著負相關。
關鍵詞:品牌資產、品牌知名度、知覺品質、品牌忠誠度、其他專屬品牌資產
According to American Marketing Science Institute definition, brand is a set of association which can bring a firm more profits than that without brand. And, it provide long-lasting market power for firms against their competitors. This study adopts Aaker (1999) research framework and use simultaneous equation model to examine the interactive relationship of the factors of brand molding for the firms of Top Taiwan Global Brands over 2003 to 2007 .
Our empirical results indicate a positive interactive relationship between brand awareness and perceived quality. The results also demonstrate a positive interactive relationship between perceived quality and brand loyalty. However, there is a negative relationship between brand awareness and brand loyalty. On the factors of affecting brand assets, we find that:
1、Brand age has a negative significant impact on brand awareness.
2、Number of brand award has a negative significant impact on perceived quality.
3、Research expenses rate has a positive significant influence on other proprietary brand assets.
4、Number of patents has a negative significant impact on other proprietary brand assets.
5、Price premium has a positive significant influence on brand loyalty.
6、Loyalty Driver has a negative significant impact on brand loyalty.

Keywords: Brand Assets, Brand Awareness, Perceived Quality, Brand Loyalty, Other Proprietary Brand Assets
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………………………………………………………….…..3
第三節 研究流程………………………………………………………….…..4
第二章 文獻探討……………………………………………………………...…5
第一節 品牌與品牌權益之定義…………………………………………..…..5
第二節 品牌權益之來源與構面…………………………………………..…12
第三節 品牌價值評價模式探討………………………………………….….24
第四節 品牌資產各構面間之關係……………………………………….….41
第三章 研究方法…………………………………………………………….…46
第一節 研究架構…………………………………………………………..…46
第二節 研究方法-聯立方程模型……………………………………….….47
第三節 研究假說之建立與說明…………………………………………..…49
第四節 研究變項之操作性定義及衡量方式…………………………….….51
第五節 樣本選取與資料來源…………………………………………….….59
第六節 研究模型與資料分析方法……………………………………….….64
第四章 實證結果與分析……………………………………………...………..66
第一節 敘述性統計分析……………………………………………………..66
第二節 四階段最小平方法(4-SLS)………………………………………….67
第五章 結論與建議…………………………………………………………….72
第一節 研究結論………………………………………………………….….72
第二節 後續研究建議………………………………………………….….…73
參考文獻……………………………………………………………………………74











圖 目 錄

圖1-1 本研究之研究流程……………………………………………………..…..4
圖2-1 Keller之品牌知識構面………………………………………………..…..15
圖2-2 Aaker之品牌資產關係圖………………………………………………....19
圖2-3 Mahajan et al(1994)品牌資產的決定因素……………………………...…20
圖2-4 Interbrand品牌評價架構……………………………………….……….…25
圖2-5 Brand Finance plc品牌評價架構圖………………………………….........28
圖2-6 HIROSE品牌鑑價模型架構…………………………………………...….31
圖2-7 楊雅廣告公司品牌評價矩陣…………………………………………...….40
圖3-1 研究架構(一)……………………………………………………………...46
圖3-2 研究架構(二)……………………………………………………………...58
























表 目 錄

表2-1 Brand Bata屬性評分表………………………………………………..….29
表2-2 品牌風險等級分類…………………………………………………...…...29
表2-3 Aaker之品牌價值評估十要素……………………………………..…….38
表3-1 模式認定準則……………………………………………………….…….48
表3-2 台灣國際品牌獲選廠商………………………………………………......61
表3-3 公司樣本年度與產業類別分布.………………………………………….62
表3-4 各變數之資料來源…………………………..……………………………63
表3-5 模式的認定…………………………………………………………….….65
表4-1 各變數敘述性統計量…………………………………………..…………66
表4-2 聯立方程模型4-SLS回歸係數表………………………………………..68
參考文獻
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