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題名：臺灣旅館業品牌形象與品牌權益之因果關係研究
書刊名：人類發展與家庭學報
作者：張宏生 引用關係／曾建銘
作者(外文)：Chang, Hong-sheng／Tseng, Chien-ming
出版日期：2008
卷期：10
頁次：頁30-49
主題關鍵詞：品牌個性；品牌形象；品牌關係；品牌權益；Brand personality；Brand image；Brand relationship；Brand equity
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(2) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:0
  • 點閱點閱:332
本研究提出一種品牌權益管理的概念性關係架構，品牌個性、品牌形象、品牌關係與品牌權益。品牌形象與品牌關係在本模型中之中介效果在本研究中將被探究，而品牌個性、品牌形象、品牌關係與品牌權益之關係如何也是另一個探討的重點。本研究目的旨在探討品牌個性、品牌形象、品牌關係與品牌權益之間的關係，並進一步探索其影響路徑。本研究使用具有高信度與效度之量表，以問卷訪談方式蒐集樣本資料，並進一步透過結構方程式分析。 結果發現，品牌形象對品牌權益的主要影響路徑爲「品牌個性－品牌形象－品牌關係－品牌權益」。故本研究證明在品牌形象與品牌權益的影響關係中，品牌形象與品牌關係爲兩個重要的中介變數。本研究並建議後續研究者可進一步以更細緻化的方式找出品牌個性與品牌權益的關係，例如以品牌形象中的功能形象可能對品牌權益的功能屬性權益有正向影響。實務上，管理者可以採用最佳化投資於攸關的品牌個性之要素線索，以提昇相對應的品牌權益。本研究的貢獻之一是本研究強調影響旅館品牌權益的水準是來自於品牌關係、品牌形象與品牌個性。本研究成果提供旅館業採用品牌行銷活動與發展品牌權益的若干具體建議與參考意涵。
This study presents a causal relationship/linkage framework among the brand personality, brand image brand relationship and brand equity. The purpose of this work is to elucidate how brand personality, brand image brand relationship and brand equity are related, and explores the path of this casual relationship. Samples were collected using the questionnaire, which had been assessed the quality of our measurement efforts by investigating reliability and validity. The findings are as follows, the path of this casual relationship is ”brand personality-brand image-brand relationship-brand equity.” For future research, internal factors or dimensions of forgoing variables may influence brand personality with more information should be discussed. In practice, hotel managers can hone the relevant brand personality elements and optimize investments to increase brand equity. One of the contributions of this research is its conclusions and suggestions of brand marketing and elements towards increasing its brand equity and competitiveness in hotel industry.
期刊論文
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2.Mullen, M.、Mainz, A.(1989)。Brands, Bids and Balance Sheet: Putting a Price on Protected Products。Acquisitions Monthly，24(April)，26-27。  new window
3.Aaker, D. A.(1991)。The Value of Brand Equity。Journal of Business Strategy，13(4)，27-32。  new window
4.Davis, R.(1999)。Retail Service Branding in Electronic-Commerce Environments。Journal of Service Research，3(2)，178-186。  new window
5.Blackston, Max(199507)。The Qualitative Dimension of Brand Equity。Journal of Advertising Research，35(4)，2-7。  new window
6.Kamakura, W. A.、Russell, G. J.(1993)。Measuring brand value with scanner data。International Journal of Research in Marketing，10(1)，9-22。  new window
7.Webster, Cynthia、Sundaram, D. S.(1998)。Service Consumption Criticality in Failure Recovery。Journal of Business Research，41(2)，153-159。  new window
8.Keller, Kevin Lane(2001)。Building customer-based brand equity。Marketing Management，10(2)，14-19。  new window
9.Blackston, Max(1992)。Observations: Building Brand Equity by Managing the Brand's Relationships。Journal of Advertising Research，32(3)，79-83。  new window
10.Campbell, D. T.、Fiske, D. W.(1959)。Convergent and discriminate validation by the multitrait-multimethod matrix。Psychological Bulletin，56(2)，81-105。  new window
11.Farquhar, P. H.(1990)。Managing Brand Equity。Journal of Advertising Research，30(4)，7-12。  new window
12.Aaker, Jennifer L.(1997)。Dimensions of brand personality。Journal of Marketing Research，34(3)，347-356。  new window
13.Fournier, Susan(1998)。Consumers and their brands: Developing relationship theory in consumer research。Journal of Consumer Research，24(4)，343-373。  new window
14.Anderson, James C.、Gerbing, David W.(1988)。Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach。Psychological Bulletin，103(3)，411-423。  new window
15.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
16.Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science，16(1)，74-94。  new window
17.Plummer, Joseph T.(2000)。How Personality Makes a Difference?。Journal of Advertising Research，40(6)，79-83。  new window
18.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing，50(4)，135-145。  new window
19.Sirgy, Mack Joseph(1982)。Self-concept in consumer behavior: A critical review。Journal of Consumer Research，9(3)，287-300。  new window
20.Biel, Alexander L.(1992)。How Brand Image Drives Brand Equity。Journal of advertising Research，32(6)，RC6-RC12。  new window
21.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effect of Price, Brand, and Store Information on Buyers' Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
22.Caprara, G.V.、Barbaranelli, C.、Guido, G.(2001)。Brand personality: how to make the metaphor fit?。Journal of Economic Psychology，22(3)，377–395。  new window
23.Belk, R. W.(1988)。Possessions and the Extended Itself。Journal of Consumer Research，15，139-168。  new window
24.Day, G.S.(1994)。The Capacity of Market-Driven Organization。Journal of Marketing，58，40-51。  new window
25.Park, C.W.、Srinivasan, V.(199405)。A Survey-based Method for Measuring and Understanding Brand Equity and Extendibility。Journal of Marketing Research，31，27-38。  new window
26.Underwood, Robert L.(2003)。The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience。Journal of Marketing Theory and Practice，11(1)，62-76。  new window
圖書
1.Travis, D.(2000)。Emotional Branding: How Successful Brands Gain the Irrational Edge。Roseville, CA：Prima Venture。  new window
2.Guieford, J. P.(1965)。Fundamental statistics in phychology and education。N.Y：McGramn-Hill。  new window
3.Hair, J. F. Jr.、Anderson, R. E.、Tatham, R. L.、Tatham, W. C.(1992)。Multivariate Data Analysis。New York：Macmillian Publishing Company。  new window
4.Aaker, David A.、Joachimsthaler, Erich(2000)。Brand Leadership: The Next Level of the Brand Revolution。New York：Free Press。  new window
5.Jöreskog, Karl G.、Sörbom, Dag(1984)。Analysis of linear structural relationship by maximum likelihood。Chicago, IL：Scientific Press。  new window
6.Keller, Kevin Lane(1998)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Prentice-Hall, Inc.。  new window
7.Churchill, G. A. Jr.(1995)。Marketing Research: Methodological Foundations。The Dryden Press。  new window
8.Kotler, Philip(1997)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall。  new window
9.Kotler, Philip(1996)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。  new window
10.Kotler, Philip(2000)。Marketing Management: Analysis, Planning, Implementation and control。Englewood Cliffss, New Jersey：Prentice Hall。  new window
11.DeVellis, Robert F.(1991)。Scale Development: Theory and Applications。Sage。  new window
12.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
13.Aaker, David A.(1996)。Building Strong Brands。New York, NY：Simon & Schuster UK Ltd.：The Free Press。  new window
14.Engel, James F.、Blackwell, Roger D.、Miniard, Paul W.(1993)。Consumer Behavior。Dryden Press。  new window
15.Cooper, D. R.、Emory, C. W.(1995)。Business Research Methods。Chicago：Irwin, Inc.。  new window
16.Duncan, T.、Mariarty, S.(1997)。Driving Brand Value。Free Press。  new window
圖書論文
1.Blackston, M.(1993)。Beyond brand personality: Building brand relationships。Brand equity and advertising: Advertising's role in building strong brands。Lawrence Erlbaum Associates。  new window
2.Biel, A. L.(1993)。Converting images into equity。Brand Equity and Advertising: Advertising's Role in Building Strong Brands。Iowa City：Lawrence Erbaum Associates。  new window
 
 
 
 
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