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題名：品牌關係：顧客價值與品牌愛慕
書刊名：臺大管理論叢
作者：沈經洪／洪順慶 引用關係
作者(外文)：Shen, Ching-hung／Horng, Shun-ching
出版日期：2012
卷期：23:1
頁次：頁1-27
主題關鍵詞：品牌愛慕；品牌關係；顧客價值；Brand love；Brand relationship；Customer value
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(6) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:6
  • 共同引用共同引用:16
  • 點閱點閱:63
顧客滿意是行銷觀念的核心，但滿足消費者不足以讓廠商在競爭中勝出，還要讓消費者 愛上品牌方能維繫品牌關係。本研究目的包括：(1) 探討藉由功能、體驗與象徵價值提 升品牌愛慕與顧客滿意，並增進依賴與行為忠誠。(2) 分析品牌愛慕與顧客滿意的關係， 驗證二者在品牌關係架構中扮演的角色。(3) 依據研究結果，提出學術與實務意涵以及 未來方向。 　　本研究以調查法蒐集北、中、南三所大學 130 位學生的書店體驗。實證結果顯示：(1) 品 牌愛慕是功能與象徵價值對依賴與行為忠誠的完全中介變數。(2) 顧客滿意則是體驗價 值對行為忠誠的完全中介變數。(3) 品牌愛慕取代顧客滿意成為影響依賴與行為忠誠的 主要變數。(4) 假設模式較競爭模式更能解釋顧客品牌關係的變異。
Customer Satisfaction is the core of the marketing concept. However, simply satisfying consumers is not sufficient for continuing success in maintaining an intimate relationship between customers and the brand. Companies have to make consumers falling in love with their brand. The purposes of this article are: (1) to explore the functional, experiential, and symbolic values to enhance brand love and customer satisfaction, and thus build brand dependence and loyalty. (2) To examine the relationship between brand love and customer satisfaction, and verify the relationship between these constructs. (3) According to research findings, the authors propose academic and practical implications as well as directions for future research. 130 complete questionnaires were collected from students of three metropolitan universities. The analysis of structural model shows that: (1) brand love is a pure mediator between customer value (functional and symbolic value) and brand relationship (dependence and behavioral loyalty) (H1a, H3a, H4a, H4b and H4c are supported; H2a is not supported). (2) Customer satisfaction fully mediates the relationship between experiential value and behavioral loyalty (H2b and H5b are supported; H1b, H3b, H5a and H6 are not supported). (3) Customer satisfaction is dominated by brand love which becomes a main precursor of dependence and behavioral loyalty. (4) The research model explains more variation of customer brand relationship than the competition model does.
Other
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圖書論文
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