| 摘要: | A strong brand can provide a series of benefits for a firm, including a greater customer loyalty, more licensing, both brand extension opportunities, and higher resiliency to response to price change, which may further result in higher profit margin. However, the moderating effects of relevant variables on brand equity are still in lack of study. Therefore, the objectives of this study are as follows: (1) To verify the influences of brand equity on brand preference, behavior intention, and WOM; and (2) To investigate the moderating effects of relational and psychological variables for the influences of brand equity on brand preferences, behavior intention, and word-of-mouth. The survey data was collected via intercept interviews in the malls, the department stores, or other convenient space. Respondents were asked to express their real consumption experience with their favorite brand. A total 353 data were collected, and PLS-SEM was adopted to do data analysis. The study's results suggested that both relational and psychological variables have significant moderating effects that can accelerate the influences of brand equity on brand preference, behavioral intention, and WOM. Specifically, respondents who perceived lower alternative attractiveness of a brand, higher product/brand involvement, higher switching costs, higher brand love, higher brand commitment, and higher expectation, can serve as significant promoters to amplify the influence of brand equity on brand preference, intention, and WOM. These findings can provide important reference for both academic and practical sectors.
強勢的品牌可以為公司提供許多好處，包括獲得更高的客戶忠誠度、更多品牌延伸機會，面對價格變化更有彈性，這些均可能提高公司之利潤。然而，對品牌權益的調節作用仍缺乏研究。因此，本研究的目的在於：（1）驗證品牌權益對品牌偏好、行為意圖和口碑的影響；（2）探討關係變數和心理變數對於品牌權益與品牌偏好、行為意向和口碑影響間的調節作用。本研究是以攔截採訪之方式在商場、百貨商店或其他便利商店等處進行問卷調查。受訪者以他們最喜歡的品牌來表達他們的真實消費體驗。本研究共收集353筆資料，並採用PLS-SEM結構方程模型來進行資料分析。研究結果顯示，關係變數和心理變數都具有顯著的調節作用，可以加速品牌權益對品牌偏好、行為意圖和口碑的影響。具體而言，本研究之結果指出認為替代品牌的吸引力較低、品牌涉入程度較高、轉換成本較高、品牌喜愛度較高、品牌承諾度較高及對品牌期望較高的受訪者，可以作為拓展品牌權益對品牌偏好、購買意圖及口碑影響的重要推動者。本研究之發現可做為學術和實務界之重要參考。 |
