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系統識別號 U0002-2006200615241200
中文論文名稱 品牌形象、品牌態度對顧客滿意度與品牌忠誠度之影響研究
英文論文名稱 The Effect of Brand Image and Brand Attitude on Customer Satisfaction and Brand Loyalty.
校院名稱 淡江大學
系所名稱(中) 國際貿易學系國際企業學碩士班
系所名稱(英) Department of International Trade
學年度 94
學期 2
出版年 95
研究生中文姓名 高毓伶
研究生英文姓名 Yu-Ling Kao
學號 693481086
學位類別 碩士
語文別 中文
口試日期 2006-05-24
論文頁數 85頁
口試委員 指導教授-黃志文
共同指導教授-林光賢
委員-蔡政言
委員-陳耀竹
中文關鍵字 品牌形象  品牌態度  顧客滿意度  品牌忠誠度  運動鞋 
英文關鍵字 Brand Image  Brand Attitude  Customer Satisfaction  Brand Loyalty  sports shoes 
學科別分類 學科別社會科學商學
中文摘要 論文提要內容:
品牌形象為消費者對品牌的知覺與由品牌所喚起關於品牌的一切聯想。而品牌形象管理不但是企業所面臨之行銷問題中的關鍵性部分,也普遍被專家學者認定為產品成功的關鍵因素。因此,若可以瞭解消費者對品牌之形象所抱持的看法,進而瞭解消費者對品牌的態度與其心中對品牌的滿意程度及忠誠度,則將有助於企業經營其品牌形象與發展品牌策略。據此,本研究嘗試引用運動鞋產品探討品牌形象、品牌態度、顧客滿意度及品牌忠誠度之間的影響關係
本研究以國內的運動鞋產品品牌為研究範圍,針對淡江大學日間部學生進行問卷調查,採用之抽樣方法為『分層隨機比例配置法』。回收資料採取敘述性統計分析、信度分析及線性結構關係模式等分析方法來驗證假說。

本研究結論:
1、根據本研究結果顯示,品牌形象各構面對品牌態度構面呈現顯著正向影響,其中又以功能性品牌形象的影響最著,其次是經驗性品牌形象,最後為象徵性品牌形象。
2、品牌態度構面對顧客滿意度構面呈現顯著正向影響。
3、品牌態度構面對品牌忠誠度構面呈現顯著正向影響。


英文摘要 Abstract:
Brand image is all about customer’s perceptions of the brand and everything aroused about the brand for consumers. The brand image management is not only a critical part of a company’s marketing issues, but also is regarded by the experts and scholars as the key to product success. So, if can be found out that consumer's view of brand image. To understand consumer's attitude toward brand, the satisfaction and loyalty to the brand in their mind, will help enterprises conduct their brand and to develop brand strategy. As mentioned above, by using the sports shoes products and to investigate the influence of the relation among brand image, brand attitude, customer satisfaction and brand loyalty are the purpose of this research.
This research investigates the brand image of different brands of sports shoes in Taiwan, which a survey is conducted. The data collected has been carried out through the questionnaire from the undergraduate Tamkang University students by using “stratified random sampling and proportion allocation method.” The tods used for further examination are descriptive statistics, reliability test and LISREL.


The major findings of this study are as follows:
1. There are significant positive effect of construction of brand image on brand attitude, among them with the influence of the functional brand image the most, secondly it is experiential brand image, for the symbolic brand image finally.
2. There is a significant positive effect of brand attitude on customer satisfaction.
3. There is a significant positive effect of brand attitude on brand loyalty.

論文目次 目 錄

目錄-------------------------------------------------------I
圖目錄---------------------------------------------------III
表目錄----------------------------------------------------IV

第一章 緒論
第一節 研究動機-------------------------------------1
第二節 研究目的-------------------------------------3
第三節 研究範圍與對象-------------------------------3
第四節 研究流程-------------------------------------4

第二章 文獻探討
第一節 品牌形象-------------------------------------6
第二節 品牌態度------------------------------------14
第三節 顧客滿意度--------------------------------- 19
第四節 品牌忠誠度----------------------------------23

第三章 研究設計
第一節 研究架構-----------------------------------29
第二節 研究假說-----------------------------------30
第三節 研究變數之操作性定義及衡量-----------------32
第四節 問卷設計與抽樣-----------------------------37
第五節 資料分析方法-------------------------------45

第四章 資料分析與結果
第一節 敘述性統計分析-----------------------------51
第二節 信度分析-----------------------------------55
第三節 線性結構關係模式分析-----------------------58

第五章 結論與建議
第一節 研究結果-----------------------------------67
第二節 研究發現-----------------------------------68
第三節 研究限制-----------------------------------70
第四節 後續研究建議-------------------------------71

參考文獻
中文部份-------------------------------------------------72
英文部分-------------------------------------------------73

附錄
附錄一、問卷------------------------------------------82


表 目 錄

表2-1 品牌形象定義彙整表----------------------------9
表2-2 顧客滿意度定義彙整表--------------------------21
表2-3 品牌忠誠度定義彙整表--------------------------28
表3-1 品牌形象衡量構面與問項------------------------33
表3-2 品牌態度之衡量問項----------------------------34
表3-3 顧客滿意度之衡量問項--------------------------35
表3-4 品牌忠誠度之衡量問項--------------------------36
表3-5 分層樣本之配置情形----------------------------41
表3-6 問卷發放與回收情形----------------------------42
表3-7 有效樣本與母體之適合度檢定--------------------44
表3-8 一般對模式配適度的衡量指標--------------------50
表4-1 有效樣本之品牌選擇分佈情況--------------------52
表4-2 有效樣本之個人基本資料分佈情況----------------53
表4-3 問卷之信度分析--------------------------------56
表4-4 有效樣本之組成信度----------------------------57
表4-5 結構方程式模式之參數說明----------------------60
表4-6 整體模式之配適度評估--------------------------62
表4-7 衡量模式之評估--------------------------------63
表4-8 研究假說驗證結果------------------------------66

圖 目 錄


圖1-1 研究流程圖----------------------------------------5
圖2-1 Biel的品牌形象模型-------------------------------11
圖2-2 Keller的品牌形象模型-----------------------------12
圖2-3 態度的組成要素-----------------------------------16
圖2-4 Howard的消費者決策模型-------------------------18
圖2-5 影響品牌忠誠度的因素-----------------------------25
圖2-6 品牌忠誠金字塔-----------------------------------27
圖2-7 品牌忠誠度的分類------------------------------27
圖3-1 本研究之研究架構圖-----------------------------29
圖4-1 本研究整體模式之線性結構關係圖-------------------59
圖4-2 結構模式路徑分析圖-------------------------------66


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