目前行動電話在台灣市場的普及率相當高，因此行動電話的品牌廠商如何運用行銷活動來建立其品牌權益，使消費者能在換購手機時將其品牌置於首要考量，進而產生持續購買的品牌忠誠行為，對於行動電話品牌廠商而言，此為一個重要的課題。過去的研究多著重在於行銷活動如何建立品牌權益的方面，或者是品牌權益與品牌忠誠度之間關係的探討，而缺乏一個整合性架構的研究，因此誘發本研究尋求一個整合性架構探討的研究動機。
　　本研究以Keller所提出的品牌價值鏈（Brand Value Chain）作為研究架構發展的藍本，並於台北市的中心商業區採取便利抽樣法來進行調查，再進行驗證分析，研究結果如下：
1.證實行動電話產業存在行銷活動影響品牌知識，再影響品牌忠誠度的鏈狀關係。
2.廣告對品牌知曉度、品牌形象、知覺品質有顯著的影響。
3.價格對品牌形象、知覺品質有顯著的影響。
4.通路對品牌知曉度有顯著的影響。
5.品牌形象對品牌忠誠度有顯著的影響。
6.知覺品質對品牌忠誠度有顯著的影響。
7.高產品知識族群較重視行銷活動與品牌知識。

Currently, mobile phone is popular in Taiwan Market. Therefore, it is an important issue for mobile phone brand firm to use marketing activities to build up brand equity. It can let consumer take its brand as priority when consumer purchases it. In addition, it can lead brand loyal behavior to sustained purchase the same brand. Past study stresses on how to use marketing activities to build up brand equity, or to explore the relationship between brand equity and brand loyalty. However, lack of a study with an integrated structure makes a research motivation for my study to find one.
     The structure of my study is based on Keller’s Brand Value Chain. I employed convenience sampling in the business district of Taipei followed by a confirmatory analysis. My study results are as follows.
1.My study confirms that there exists a chain relationship in mobile phone industry that marketing activities affect brand knowledge, and making an impact on brand loyalty.
2.Advertisement has significant effect toward brand awareness, brand image, and perceived quality.
3.Price has significant effect toward brand image and perceived quality.
4.Place has significant effect toward brand awareness.
5.Brand image has significant effect toward brand loyalty.
6.Perceived quality has significant effect toward brand loyalty.
7.High product knowledge group pays much attention to marketing activities and brand knowledge.

目錄
目錄I
表目錄III
圖目錄IV
第壹章 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
第貳章 文獻探討6
　　第一節　品牌權益6
　　第二節　品牌價值鏈17
　　第三節　品牌權益之衡量23
　　第四節　行銷活動27
　　第五節　產品涉入35
第參章 研究方法38
　　第一節　研究架構與假設38
　　第二節　研究設計44
　　第三節　變數衡量45
　　第四節　問卷設計52
　　第五節　資料分析方法52
第肆章 資料分析54
　　第一節　樣本分析54
　　第二節　信度分析與相關分析58
　　第三節　驗證性因素分析60
　　第四節　整體結構方程模型分析67
　　第五節　單因子變異數分析73
　　第六節　人口統計變項內之交叉分析76
第伍章　結論與建議80
　　第一節　研究結果80
　　第二節　研究之學術貢獻與行銷建議84
　　第三節　研究限制86
　　第四節　後續研究方向86

參考文獻88
附件：研究問卷94



表目錄
　　表 3.3-1　廣告之衡量問項45
　　表 3.3-2　價格之衡量問項46
　　表 3.3-3　通路之衡量問項47
　　表 3.3-4　品牌知曉度之衡量問項48
　　表 3.3-5　品牌形象之衡量問項49
　　表 3.3-6　知覺品質之衡量問項50
　　表 3.3-7　品牌忠誠度之衡量問項51
　　表 4.1-1　受訪者基本資料分析54
　　表 4.1-2　行動電話使用經驗分析56
　　表 4.2-1　信度分析表58
　　表 4.2-2　相關分析表59
　　表 4.2-3　研究構面之敘述性統計分析60
　　表 4.3-1　組合信度與平均變異抽取63
　　表 4.3-2　因素負荷量表64
　　表 4.3-3　構面間之區別效度－行銷活動66
　　表 4.3-4　構面間之區別效度－品牌知識66
　　表 4.4-1　整體模型適配度69
　　表 4.4-2　假設檢定表72
　　表 4.5-1　年齡與研究構面之差異程度分析表73
　　表 4.5-2　產品知識與研究構面之差異程度分析表75
　　表 4.6-1　性別與購買資訊來源交叉分析表76
　　表 4.6-2　性別與購買價格交叉分析表77
　　表 4.6-3　產品知識與購買資訊來源交叉分析表78
　　表 4.6-4　產品知識與購買價格交叉分析表79
　　表 5.1-1　假設檢定結果表84


圖目錄
　　圖 1.3-1　研究流程圖5
　　圖 2.1-1　Aaker 品牌權益構面11
　　圖 2.1-2　Keller 品牌知識圖14
　　圖 2.1-3　顧客基礎之品牌權益金字塔17
　　圖 2.2-1　品牌價值鏈18
　　圖 3.1-1　研究架構圖39
　　圖 4.3-1　驗證性因素分析模型－行銷活動61
　　圖 4.3-2　驗證性因素分析模型－品牌知識62
　　圖 4.4-1　本研究之結構方程模型68

一、	中文部份
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1.陳振燧（1996）。顧客基礎的品牌權益衡量與建立之研究。博士論文，國立政治大學企業管理研究所，台北。
2.楊文壽（2001）。行動電話手機消費者之涉入程度及購買決策相關因素之關聯性研究。碩士論文，國立交通大學經營管理研究所，台北。
3.陳文賓（2003）。品牌定位與建立品牌權益行銷策略探討─以自行車台商於中國市場為例。碩士論文，國立台北大學企業管理學系，台北。
4.余主惠（2003）。廠商行銷投入對品牌權益影響長期觀點之研究。碩士論文，國立政治大學企業管理學系，台北。
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7.簡惠珠（2006）。顧客價值、價格知覺、顧客滿意度、轉換成本對顧客忠誠度影響之研究-以量販店為例。未出版碩士論文，國立成功大學高階管理碩士在職專班，台南。
8.曾琬珺（2006）。從關係行銷之觀點探討連鎖書店IMC應用對顧客忠誠度的影響－以誠品書店為例。未出版碩士論文，世新大學公共關係暨廣告學研究所，台北。
（二）	書籍
1.余朝權（2001）。現代行銷管理，第2版。台北：五南。
2.黃俊英（2000）。行銷管理－策略性的觀點。台北：華泰。
3.張永誠（1998）。事件行銷100（二）。台北：遠流。
（三）	報紙文章
1.黃俊英（2001，9月4日）。智慧資產最寶貴。經濟日報，44版。
（四）	網站
1.資策會（2007）。2006年我國家庭寬頻、行動與無線應用現況與需求調查--行動無線應用。線上檢索日期：2007年12月21日。網址：http://www.find.org.tw/find/home.aspx?page=many&id=152
2.資策會（2007）。06年手機出貨量較前一年成長兩成　Nokia市佔率居首。線上檢索日期：2007年12月21日。網址：http://www.find.org.tw/find/home.aspx?page=news&id=4695

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