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題名:由品牌體驗觀點探討如何建立品牌關係之研究--以連鎖咖啡店為例
作者:成敏華
作者(外文):Chieng Ming-Hua
校院名稱:國立交通大學
系所名稱:經營管理研究所
指導教授:張保隆
丁承
唐瓔璋
學位類別:博士
出版日期:2006
主題關鍵詞:品牌聯想品牌體驗個別體驗共享體驗品牌關係價格溢酬品牌忠誠Brand AssociationBrand ExperienceIndividual ExperienceShared ExperienceCustomer-brand RelationshipPrice PremiumBrand Loyalty
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雖然文獻上有關品牌關係(Customer-brand relationship)的探討不勝枚舉,但是大多是針對品牌關係的構面或是品牌關係對消費者品牌行為權益的影響探討。但是針對品牌關係的前置變數(Antecedents)或如何建立品牌關係的研究卻付闕如。鑑於體驗時代的來臨,消費者已由傳統的產品功能或服務需求的滿足,提升至體驗需求的滿足。所以為了因應整體消費者需求層次的提升,由品牌體驗(Brand experience)的觀點來探究品牌關係建立的脈絡是有其必要性。藉由研究結果發現,可以提供品牌經理人對兩個地區(上海及台北)的品牌關係建立的相似與相異之處得到深入的暸解。研究顯示個別體驗(individual experiences)與共享經驗(shared experiences)皆透過品牌的聯想網絡變數Brand associative network (品牌聯想,品牌個性,品牌態度與品牌形象)最後影響品牌關係。同時實驗研究結果顯示,無論實驗設計的研究一及研究二皆顯示個別體驗(Individanl Experience)對品牌關係水準,品牌忠誠度及價格溢酬顯著高於共享體驗,而個別體驗中的感官、情感及思考體驗雖無顯著差異,但是再觀察研究一及研究二中其在品牌關係水準,品牌忠誠及價格溢酬的平均得分排序上來看,顯示出情感體驗在品牌關係的影響上可能略高於感官及思考體驗的效果,而思考體驗對品牌忠誠的提昇上可能略高於情感及感官體驗,至於感官體驗對價格溢酬的影響略高於思考及情感體驗,所以此三種體驗型式各有擅長,品牌經理人在實務上考慮體驗規劃時,可以針對欲提昇的品牌心智或行為結果重點予以妥善規劃運用。
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