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| 題名: | 品牌忠誠與品牌權益之前置、中介、干擾及結果變數之整合研究 |
| 其他題名: | An Integration of Antecedents, Mediators, Moderators and Consequences of Brand Loyalty and Brand Equity |
| 作者: | 吳萬益 |
| 貢獻者: | 南華大學企業管理學系 |
| 關鍵詞: | 品牌權益;品牌忠誠;品牌滿意度;品牌信任;品牌認同;行為意圖;口碑
brand equity;brand loyalty;brand satisfaction;brand trust;brand identification;behavioral intention;word-of-mouth |
| 日期: | 2015 |
| 上傳時間: | 2016-11-07 15:24:06 (UTC+8) |
| 摘要: | 過去數十年間，「品牌權益」乃學術界與實務界最重要且最為廣泛討論之行銷課題。過去有關該主題之研究多半著墨於品牌權益之決定要素，然而對於品牌權益提出具決定性與完整性之架構者卻付之闕如。過去與品牌相關之研究最為人所詬病乃：(1)過度重視品牌權益之心理意涵而非體驗知覺；(2)過度著墨於品牌權益個別單獨之構面而忽略了品牌權益中社會脈絡、文化脈絡與關係脈絡對消費者行為之影響；(3)過度聚焦於品牌權益之零散與片面之觀點卻未發展出一套完整的品牌權益架構。本研究主要之目的乃為填補上述品牌相關研究之不足，藉由整合過去研究並發展出一套完整架構用以確認品牌忠誠與品牌權益之前置、中介、干擾及結果變數。由於推導本研究仍屬於初步探討階段，因此本研究必須利用三年的時間來完成。本研究第一年為確認研究設計之適切性，決定採納一系列的深度訪談與焦點訪談來收集專家之意見。此外也利用後設分析法來評核本研究所提研究架構之影響路徑及其效應。本研究第二年將透過問卷調查由台灣、印尼、馬來西來收集受測者對二十種新興品牌之使用經驗來實証本研究架構之效度。本研究第三年將採個案研究的方式進一步驗証各研究架構之關連性，並提出完整的研究報告。由於過去研究並未整合與品牌相關的研究變數於一套完整研究架構中，因此本研究之研究成果期能提供研究學者實証品牌忠誠與品牌權益效度研究時之參照。此外本研究之成果也將有助益於業界人士確認其行銷與推廣策略以提升企業之獲利能力。
One of the most critical marketing topics which have been discussed extensively by both academicians and practitioners over the past decades is brand equity. A lot of previous studies have focused on this research issue, especially the determinants of brand equity. However, the results have been inconclusive and a comprehensive relationship framework has yet to be developed. Previous studies regarding brand-related constructs have been criticized as (1) too much focus on mental activation rather than experiential perception of brand equity, (2) too much focus on individual dimension of consumer behavior and neglect the influences of social, cultural, and relational context of brand equity on consumer behavior, and (3) too much focus on many fragmented views of brand equity, which may be significant with partial representation, but neglecting to develop a comprehensive framework of brand equity. This study aims to fill these research gaps by integrating previous literature and developing a comprehensive framework to identify the antecedents, mediators, moderators, and consequences of brand equity and brand loyalty. Thirteen research hypotheses are developed and validated in this study. Since the development of this model is still on the exploratory stage, this study will take three years to accomplish. In order to verify the appropriateness of the research design, in the first year of study, this study will adopt a series of in-depth interviews and focus group discussions to collect data from experts. Meta-analysis will also be conducted to evaluate the effect sizes of the influential paths of the proposed research framework. In the second year study, a survey will be conducted to empirically test the viability of the framework. The consumption experiences of 20 emergent brands will be evaluated by the respondents from Taiwan, Indonesia, and Malaysia, respectively. Furthermore, a case study will be conducted in the third year study. An integration of the study results will also be reported in the third year. Since most of the previous studies do not integrate relevant research variables into a more comprehensive framework, it is expected that the results of this study can provide important references for academicians to conduct further empirical validations on the research of brand equity and brand loyalty. The results can also be very useful for professionals to identify their marketing and promotion strategies to enhance the profitability of the firm. |
| 顯示於類別: | [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 國科會計畫
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