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題名:顧客多元化特質與品牌形象關係之研究
作者:謝家豪 引用關係
作者(外文):Hsieh, Chia-Hao
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
指導教授:謝安田
學位類別:博士
出版日期:2010
主題關鍵詞:顧客多元化顧客特質品牌形象diversification of customerscharacteristic of customerbrand image
原始連結:連回原系統網址new window
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本研究所要探討之目標係以顧客多元化程度與品牌形象間之關係。顧客多元化變項以1.文化特質:以族群(國籍)為區別標準。2.心理特質:以內、外控為其傾向。3.生活型態:以活動、興趣、意見為判斷基礎。4.社經地位:以其可支配所得定其能力。
品牌形象則依據1.知名度:按五點尺度為標準對同類產品之知名度作選擇將知名度作排序。2.忠誠度:以相同產品之使用或購買經驗,對產品忠誠度敘述其忠誠度。3.滿意度:按使用經驗對相同產品說明其產品使用後之滿意度。
經以皮爾森相關分析(Pearson correlation);多元迴歸(multiple regression)分析,獲得以下結論:
顧客多元化之文化特質與品牌形象忠誠度、滿意度呈顯著正向影響;顧客多元化之心理(內、外控)特質與品牌形象忠誠度呈現顯著正向關係;顧客多元化之生活型態特質與品牌形象知名度、忠誠度、滿意度呈現顯著正向關係;顧客多元化之可支配所得均未獲得與品牌形象知名度、忠誠度、滿意度之正向相關。
This objective of this study was to explore the relationship between the degree of customer diversification and the brand image of consumers. The constructs of customer diversity are 1. cultural identity: which is differentiated by ethnic group (nationality), 2. psychology (personality traits): two kinds of orientation are internal l and external con-trol, 3. life style: the basis for judging the comments are activities, interests and opin-ions of customers, and 4. the socio-economic status: according to disposable income, customers ‘capabilities were examined.
Brand image are based on three constructs. 1. Brand awareness: according to a five-point scale, customers made a choice of brand awareness of similar products. Thus, brand awareness was sorted. 2. Loyalty: according to the use or purchase experience of the same products, the customers’ loyalty was measured. 3. Satisfaction: according to experience in the use of the same product, we examined the satisfaction of customers’ after they use the products.
Using Pearson correlation analysis and multiple regression analysis, we obtained the following conclusions.
We found that cultural characteristics of diverse customer have a significant posi-tive impact on loyalty and satisfaction for brand image. Personal characteristics of di-versified customer (internal and external control) have a significant positive impact on of loyalty of brand image. Diversified customer's lifestyle characteristics showed a sig-nificant positive relationship with brand awareness, loyalty, satisfaction from the brand image. The disposable income of diversified customers did not show any positive cor-relation with brand awareness, loyalty, and satisfaction from the brand image.
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