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研究生： 鐘淑霞
Chung, Shu-Hsia
論文名稱： 品牌權益先行要素與結果要素之探討：服務界的應用
The Antecedents and Consequences of Brand Equity: An Application in Service Markets
指導教授： 張心馨
Chang, Hsin-Hsin
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： 2004
畢業學年度： 92
語文別： 英文
論文頁數： 77
中文關鍵詞： 購買意願 、品牌偏好 、品牌權益 、品牌態度 、品牌形象
外文關鍵詞： brand preference, brand equity, purchase intentions, brand image, brand attitude
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    • 　　品牌權益自1960年代以來即受到廣泛的討論。本研究統整兩篇研究所提出的研究架構，作者分別為Cobb-Walgren et al. (1995)及Faircloth et al. (2001)，而得到品牌權益的概念性架構。以實證分析結果探討品牌權益先行要素（即品牌態度、品牌形象）對品牌權益的影響，及品牌權益對其結果要素的影響（品牌偏好、購買意願）。

    　　不同於之前的相關研究，本研究專注於服務性品牌，故自三種服務類型（銀行信用卡、行動通訊品牌、ADSL品牌）抽選18種品牌做為研究分析標的。為了以消費者觀點探討之，本研究發展出包含37題問項的問卷。

    　　概念性架構以「結構方程模式」進行討論，結果顯示該架構具有高度的適合度並支持五個研究假設。在0.05的顯著水準下，研究構念間的關係都具有顯著的正向影響效果。

    　　1. 品牌態度對品牌權益具有顯著的正向影響效果（假設一）。
    　　2. 品牌態度對品牌形象具有顯著的正向影響效果（假設二）。
    　　3. 品牌形象對品牌權益具有顯著的正向影響效果（假設三）。
    　　4. 品牌權益對品牌偏好具有顯著的正向影響效果（假設四）。
    　　5. 品牌偏好對購買意願具有顯著的正向影響效果（假設五）。

    　　最後，實證結果發現，品牌權益先行要素（即品牌態度、品牌形象）對品牌權益具有正向影響，及品牌權益對其結果要素（品牌偏好、購買意願）也同樣具有正向影響。因此，本研究架構具在服務界的應用具有可行性。

    　　Brand equity appears as a highly important concept in the literature due to the competitive advantages conferred by strong and successful brands. This paper reports a study integrates two separate frameworks proposed by Cobb-Walgren et al. (1995) and Faircloth et al. (2001) as the conceptual framework. This empirically tests the effect of the antecedents of brand equity (brand attitude and brand image), and the effect of this brand equity in terms of its consequences (brand preference and purchase intentions).

    　　Unlike previous researches, this study concentrates on service brands, selecting 18 from three service categories – bank credit cards, mobile telecommunications, and ADSL service providers. In order to conduct a study on the customer’s perspectives, a 37-item survey questionnaire was developed and was applied identically to all respondents.

    　　A structural equation model (SEM) was presented and when tested showed a good fit with the integrated framework, and supported the following significant positive effects. These effects were tested by the five path parameters between concepts which were all significant at the 0.05 level.
    　　1. Customer Brand Attitude on Brand Image.
    　　2. Customer Brand Attitude on Brand Equity (i.e. higher levels of customer’s positive brand attitude would generate higher levels of brand equity).
    　　3. Brand Image on Brand Equity.
    　　4. Brand Equity on Brand Preference (i.e. Brands with higher brand equities experience higher levels of customer preference).
    　　5. Brand Preference on Purchase Intentions (i.e. Customers with a higher preference toward a brand would possess higher purchase intentions).

    　　In summary, the impacts of brand image and attitude on brand equity, and the impact of brand equity on customer preference and purchase intention, are confirmed by these results, tending to validate the proposed framework.

    Chapter 1 Introduction 1 1.1 Research Background and Research Objectives 1 1.2 Research Procedures 3 1.3 Importance of the Research 4 1.4 Organization of the Thesis 4 Chapter 2 Literature Review 6 2.1 Research Concepts 6 2.1.1 Brand Equity 6 2.1.2 Brand Attitude 13 2.1.3 Brand Image 15 2.1.4 Brand Preference and Purchase Intentions 18 2.1.5 Antecedents of Brand Equity 19 2.1.6 Consequences of Brand Equity 20 2.2 Relationship between Research Concepts 21 2.2.1 Impacts of Brand Attitude on Brand Image 21 2.2.2 Impacts of Brand Attitude on Brand Equity 22 2.2.3 Impacts of Brand Image on Brand Equity 23 2.2.4 Impacts of Brand Equity on Brand Preference 25 2.2.5 Impacts of Brand Preference on Purchase Intentions 26 Chapter 3 Methodology 27 3.1 Conceptual Framework and Research Hypotheses 27 3.1.1 Conceptual Framework 27 3.1.2 Research Hypotheses 27 3.2 The Qualitative Phase of Data Gathering 28 3.3 The Quantitative Phase of Data Gathering 31 3.3.1 Operational Definitions 31 3.3.2 Stimuli Selection 34 3.4 Questionnaire Development and Sampling Process 36 3.4.1 Questionnaire Development 36 3.4.2 Sampling Process 39 3.5 Pilot Test 39 3.5.1 Pilot Sample 39 3.5.2 Instrumentation for Pilot Test 39 3.5.3 Procedures and Measures 40 3.5.4 Analysis and Results 40 3.5.5 Modification of Questionnaire 41 3.6 Formal Data Collection 44 3.6.1 Samples 44 3.6.2 Instrumentations and Procedures 44 3.6.3 Measures 44 3.7 Research Methods 45 Chapter 4 Results and Discussion 46 4.1 The Sample 46 4.1.1 Formal Data Collection 46 4.1.2 Other Demographic Statistics 47 4.2 Scale Reliability and Validity 47 4.2.1 Reliability 47 4.2.2 Validity 48 4.2.3 Confirmatory Factor Analysis 52 4.3 Structural Equation Analysis 53 4.3.1 The Proposed Structural Equation Model 53 4.3.2 Goodness of Fit Measures 54 4.3.3 Measurement Model 55 4.4 Hypothesis Testing 56 4.4.1 Effect of Brand Attitude on Brand Image 57 4.4.2 Effect of Brand Attitude on Brand Equity 57 4.4.3 Effect of Brand Image on Brand Equity 58 4.4.4 Effect of Brand Equity on Brand Preference 58 4.4.5 Effect of Brand Preference on Purchase Intentions 58 4.5 Comparison of Brands in Each Service Category 59 Chapter 5 Conclusions and Recommendations 61 5.1 Conclusions 61 5.1.1 Impacts of the Antecedents on Brand Equity 61 5.1.2 Impacts of Brand Equity on Its Consequences 62 5.1.3 The Integrated Framework of Brand Equity 62 5.2 Managerial Implications 63 5.3 Research Limitations and Future Research 65 References 66 Appendix 70

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