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研究生：	王朝生 Wang, Chao-Sheng
論文名稱：	品牌權益、品牌偏好與購買意圖關係之研究：品牌權益之整合性架構 Interelationships between Brand Equity, Brand Preference and Purchase Intention: A study of Causes and Effects on Brand Equity
指導教授：	吳萬益 Henry Wu
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2002
畢業學年度：	90
語文別：	英文
論文頁數：	78
中文關鍵詞：	品牌偏好、品牌態度、品牌知名度、品牌聯想、品牌權益、品牌忠誠度
外文關鍵詞：	Brand equity, Brand awareness, Brand association, Brand attitude
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摘要

本研究之目的在探討品牌權益的整體概念，包括影響品牌權益的品牌熟悉度、品牌聯想、品牌忠誠度、品牌態度，和品牌權益會影響的品牌偏好及購買意圖。本研究係以綜合多篇文獻為基礎，進而逐步發展以推演假設。
本研究採取問卷調查法的方式來進行實證。我們從四種不同得產品種類中選出22種不同的產品，問卷為每個品牌各36題而每一種產品均選擇三個不同的品牌並於問卷上放入照片。研究的對象為台灣地區之大學生及研究生。每種產品的問卷均加以修飾，我們一共有22份不同的問卷。
研究的結論如下：第一，消費者具有較高的品牌態度時品牌權益也會較高，品牌偏好與品牌權益有正向的影響。如果消費者對某項產品具有較高的品牌偏好，那麼他就更有可能去購買這個產品。第二，當消費者對一產品的熟悉度較高而且也有較好的品牌聯想的話，他通常也具備有較高的品牌態度和較高的品牌忠誠度。第三，而本研究更發現如果消費者有較高的品牌態度時，那麼他的品牌忠誠度也會比較高。而當消費者的品牌態度較高時，他也具有較高的品牌偏好。第四，當消費者具有較高的品牌忠誠度時，也具有較高的品牌偏好。最後，就消耗財而言，當消費者具有較高的品牌忠誠度、產品的熟悉度較高而且也有較好的品牌聯想時，也具有較高的品牌權益，而就耐久財而言就沒有明顯的關係。

ABSTRACT

The aim of this research is to offer an overall model of brand equity consisting the causes (brand awareness with brand association, brand loyalty, and brand attitude) and the effects (brand preference and purchase intention). A comprehensive framework was developed based on the previous researches.
This study selects twenty-two diversified products from four product categories for the purpose of our empirical study. A survey questionnaire with 36 statements was developed to judge the opinion of college students and graduate students. In each questionnaire, respondents are asked to have their evaluations on the photographs with similar products from three different brands. The similar questionnaires are developed for each product; thus, totally twenty-two questionnaires with sixty-six brands were developed.
Research conclusions are as follows. First of all, higher brand attitude would result in higher brand equity, and consequently significant impact on brand preference and brand equity. Secondarily, when the brand awareness with brand association in their mind is higher, consumers could get higher attitude toward a brand. While brand awareness with brand association in customers’ mind is higher, they would have higher loyalty toward a brand. Thirdly, brand attitude is more effective to develop brand loyalty. Higher brand attitude would cause higher brand preference. Consumers would be more willing to purchase the product while they get more brand preference to the product. Fourth, brand loyalty would make a positively significant influence on brand preference. Finally, brand loyalty and brand awareness with brand association have positive effects on brand equity for nondurable goods but not for durable goods.

LIST OF CONTENTS
Chapter                                                            Page
CHAPTER ONE   INTRODUCTION	
1 Research Background and Research Objectives........………………………….	1
2 Research Procedure.....................................................…………………………	5
3 Research Contribution................................................………………………….	6
4 Organization of the Thesis...........................................………………………..	6
CHAPTER TWO   ITERATURE REVIEW	
1 Literature Review for Relevant Research Constructs............…………………..	8
1.1 Brand Equity..................................................................…………………...	8
1.2 Brand Awareness with Association........................................……………..	15
1.3 Brand Attitude................................................................…………………..	16
1.4 Brand Loyalty.................................................................…………………..	17
1.5 Brand Preference and Purchase Intention.................................……………	18
2 Factors Associate with Brand Equity.........................………………………….	19
2.1 Antecedents of Brand Equity...............................................……………….	19
2.2 Relationships between Brand Attitude and Brand Equity..............………..	20
2.3 Relationships between Brand Awareness with Brand Association and Brand Equity.................................................................…………………...	21
2.4 Relationships between Brand Loyalty and Brand Equity...............………..	21
2.5 Relationships among Brand Equity, Brand Preference and PurchaseIntention.......................................................................……………………	22
2.6 Relationships between Brand Awareness with Brand Association and Brand Attitude................................................................…………………..	23
2.7 Relationships between Brand Awareness with Brand Association and Brand Loyalty................................................................…………………..	23
2.8 Relationships between Brand Attitude and Brand Loyalty.............……….	24
2.9 Relationships between Brand Attitude and Brand Preference..........……...	24
2.10 Relationships between Brand Loyalty and Brand Preference.........……...	25
	
Chapter	
CHAPTER THREE  RESEARCH DESIGN AND RESEARCH METHOD	
1 Hypotheses and Conceptual Framework....................………………………….	26
1.1 Hypotheses of this Research....................................……………………...	26
1.2 Conceptual Framework of this Research.................................…………...	27
2 Variables Definition.............................................………………………........…	28
2.1 Brand Equity..................................................................…………………...	29
2.2 Brand Awareness with Brand Association................................…………...	29
2.3 Brand Loyalty.................................................................…………………..	29
2.4 Brand Attitude................................................................…………………..	30
2.5 Brand Preference.............................................................………………….	30
2.6 Purchase Intention...........................................................………………….	30
2.7 Demographic Variables..........................................………………………..	31
3 Product Stimuli Selection and Questionnaire Survey …………………………	31
3.1 Product Stimuli Selection...................................................………………..	31
3.2 Survey Questionnaire......................................................………………….	33
4 The Results of the Pilot Test................................................……………………	33
4.1 Questionnaire Selection.....................................................………………...	33
4.2 The Sample..................................................................…………………….	34
4.3 The Procedures..............................................................…………………...	35
4.4 The Results.................................................................……………………..	35
4.5 Questionnaire Modification.................................................……………….	39
5 Formal Data Collection (Questionnaire Survey).............................................…	40
5.1 The Sample..................................................................…………………….	40
5.2 The Procedures..............................................................…………………...	40
6 Research Methods..…………………………………………………………….	41
CHAPTER FOUR   RESULTS AND DISICUSSIONS	
1 The Sampling Frame...........................................................……………………	42
2 Factor Analysis....................................................................……………………	43
3 Reliability Analysis and Validity Analysis.....................................…………….	46
3.1 Reliability.....................................................................……………………	46
3.2 Validity........................................................................…………………….	48
4 Demographic Variables Analysis................................................………………	50
Chapter	
4.1 T-Test in Gender............................................................…………………...	51
4.2 The ANOVA Analysis in the Levels of Education.........…………………...	52
5 The ANOVA Analysis of Variables in Product Different Categories…....……..	54
6 Analysis of Brand Equity..........................................................………………..	55
6.1 Cluster Analysis.………................................................…………………..	55
6.2 The ANOVA Analysis on the Cluster of Brand Equity....................………	57
7 The Linear Structure Relation and Hypotheses Test..........................………….	57
7.1 The Proposed Structure Equation Model...............................……………...	58
7.2 The Proposed Structure Model in the Different Levels of Product Categories………………………………………………………………….	60
7.3 Hypotheses Test..............................................................…………………..	63
CHAPTER FIVE   CONCLUSIONS AND RECOMMENDATIONS	
1 Conclusions of this Research...................................................………………...	66
1.1 Impacts of the Causes (Brand Attitude, Brand Awareness with Brand Association, and Brand Loyalty) on Brand Equity........................……….	66
1.2 Impacts of Brand Awareness with Brand Association on Brand Attitude…	67
1.3 Impacts of Brand Awareness with Brand Association and Brand Attitude on Brand Loyalty..............................................................…………………	68
1.4 Impacts of Brand Equity on the Effects of Brand Preference and Purchase Intention.......................................................………………………………	68
2 Recommendations..................................................................………………….	69
2.1 Managerial Implications.....................................................………………..	69
2.2 Recommendations for Managers...........................................……………..	71
2.3 Recommendations for Further Research.................................…………….	72
3 The Limitation of this Research................................................………………..	73
References..........................................................................…………………………	74
Appendix..........................................................................…………………………..	79

                                    

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校內：2003-07-11公開
校外：2003-07-11公開

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