臺灣博碩士論文加值系統

台灣企業多從事於製造和代工的價值活動，在面臨利潤越來越薄的壓力下，許多企業走向自創品牌，提高品牌權益相關研究的重要性。
只有Aaker與Keller兩位學者為品牌權益發展較完整的觀念性架構。Aaker的架構雖指出在品牌認知、品牌形象、認知品質與品牌忠誠度四個重要構念上努力有助於增加品牌權益，但該架構較難解釋這些構念間的相互關係，以及這些構念如何形成品牌權益。Keller的顧客基礎品牌權益模式從消費者角度思考如何建立一個強勢品牌，以品牌識別、品牌意義、品牌回應與品牌關係四個步驟描繪品牌權益構念間的階層關係，以及這些構念如何形成品牌權益。且該架構已有可參考的衡量問項，故為本研究所採用。
自Keller於1993年提出顧客基礎品牌權益(CBBE)的概念，於2001年提出顧客基礎品牌權益建立模式(CBBE模式)、2003年著作中提供可參考的衡量問項以來，其他學者對顧客基礎品牌權益的相關研究仍停留在確認CBBE的構念、發展CBBE量表、及部分變數的實證研究，尚未發現有文獻已對2001年提出的CBBE模式進行實證檢驗。
本研究目的為在高涉入產品環境下，探索性實證CBBE模式，以筆記型電腦、汽車與數位相機410位使用者為研究對象。分析結果支持(1)CBBE模式適用於高涉入的產品環境(2)CBBE模式中，品牌識別、品牌意義、品牌回應與品牌關係間具有遞減的階層關係(3)強勢品牌與弱勢品牌在CBBE各變項間的關係上並無差異，但強勢品牌在CBBE模式各變項上普遍有較高的得分。(4)在CBBE模式中，品牌意象聯想相較於品牌性能聯想有較高的重要性。
建議未來研究可與企業合作，取得顧客名單以及與品牌相關的財務性績效資料，與其他品牌管理工具或概念作連結或探討背景變數的影響效果，增加CBBE模式的解釋與應用能力。

Many of Taiwan Enterprises engage in manufacturing and OEM’s value activities. Facing of Profits are more and more less situation, many companies decide to have its own brand. It enhances the importance of brand equity studies.
Only Aaker and Keller have development more complete conceptual structure for brand equity. Aaker’s structure indicates efforts on brand awareness, brand image, perceived quality and brand loyalty can enhance the brand equity. But Aaker’s structure is more difficult to explain the interrelationships between these constructs, and how these construct to form brand equity. On the other hand, Keller’s customer-based brand equity model considers how to build a strong brand from consumer’s perspective. By steps of brand identification, band meaning, brand response and brand relationship depicts a decreasing-ladder relationship between brand equity’s constructs and explains how these construct to form brand equity. In addition, this model already has measures, so adopted by this paper.
Since 1993 year Keller brought customer-based brand equity (CBBE) conception, 2001 year proposed CBBE model and 2003 year development measures; there is no empirical study demonstrated CBBE model.
The purpose of this paper is explored empirical customer-based brand equity model in high involved product environment. The samples of this study are 410 users of notebook, car and digital camera. Empirical result supports customer-based brand equity model in high involve product environment and has a decreasing-ladder relationship between brand identification, brand meaning, brand response and brand relationship. Among the relationships of customer-based brand equity model’s variables, there is no difference between Strong brands and weak brands. But strong brands have higher point than weak brands in customer-based brand equity model. Compare with the associations of brand performance, brand imagery associations have more importance in customer-based brand equity model.
Suggest future research can work together with the specific companies to obtain customers’ name list and the brand’s financial performance datas, connect CBBE with other brand management concepts or tools, or discuss the effects from background variables, enhance CBBE model’s explaining abilities and applications.

第壹章 緒論………………………………………………........p.1
第一節 研究動機與背景.………………………………………p.1
第二節 研究目的…….………………………………………..p.2
第三節 研究程序……………………………………………….p.3
第四節 章節架構……………………………………………….p.4
第五節 專有名詞……………………………………………….p.5
第貳章 文獻探討………………………………………….......p.12
第一節 品牌權益相關研究……………………………………p.13
第二節 顧客基礎品牌權益……………………………………p.18
一、品牌權益……………………………………………….p.18
二、顧客基礎品牌權益…………………………………….p.19
三、品牌知識……………………………………………….p.20
第三節 顧客基礎品牌權益模式……..………………………p.26
一、建立品牌的四個步驟………………………………….p.26
二、顧客基礎品牌權益金字塔…………………………….p.28
第四節 高涉入產品的消費者特性……………………………p.36
第叁章 研究設計………………………………………………….p.37
第一節 研究架構………………………………………………p.37
第二節 CBBE模式的操作化………………………………….p.38
第三節 資料收集方法…………………………………………p.50
第四節 資料分析方法…………………………………………p.53
第肆章 研究結果分析…………………………………………….p.55
第一節 純化衡量變數…………………………………………p.55
第二節 信效度分析……………………………………………p.61
第三節 敘述統計分析…………………………………………p.63
第四節 研究實證分析………………………………………..p.71
第伍章 研究發現與建議………………………………………….p.83
第一節 研究發現與意涵………………………………………p.83
第二節 研究限制………………………………………………p.86
第三節 未來研究方向…………………………………………p.87
章註: 策略性品牌管理……………………………………….p.88
一、確認與建立品牌的定位與價值……………………….p.89
二、規劃與建立品牌權益………………………………….p.91
三、衡量與解釋品牌權益………………………………….p.97
四、成長與維持品牌權益………………………………….p.101
參考文獻…………………………………………………………….p.106
附錄一:研究問卷…………………………………………………...p.i
附錄二:因素分析結果……………………………………………...p.x
附錄三: Kolmogorov-Smirnov 檢定…………………………….p.xx

一、國內文獻

吳明隆，1999年。SPSS 統計應用實務，松岡電腦圖書資料有限廠商。
周文賢，2002。多變量統計分析 SAS／STAT使用方法，台北：智勝文化。
黃俊英，1999。行銷研究：管理與實務，台北：華泰文化。

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