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題名：品牌形象對購買意願、整體喜好度、整體態度與產品評價之影響－以品牌標記符號之擺放位置為干擾變數
作者：楊佩婷
作者(外文)：Pei-Ting Yang
校院名稱：靜宜大學
系所名稱：企業管理研究所
指導教授：吳姮憓
學位類別：博士
出版日期：2010
主題關鍵詞：購買意願；整體喜好度；整體態度；產品評價；品牌標記符號；品牌形象；brand image；purchase intention；overall liking；overall attitude；product evaluation
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過去研究顯示，品牌形象對購買決策有關鍵性的影響，而近來研究亦發現消費者購買產品不再單單只是關注產品的功能性，而是這些產品的品牌標記符號所帶來的象徵性。然而，少有研究探討品牌形象會受到標記符號的擺放位置的影響。因此，本研究欲探討標記符號擺放位置的不同，品牌形象的高低對於購買意願、整體喜好度、整體態度與產品評價會產生何種影響。
本研究透過實驗設計法：利用2（品牌形象：高、低）×2（品牌標記符號之擺放位置：外顯、隱藏）受測者間因子設計。實驗一回收之有效樣本為125份，實驗二為119份，實驗三則為120份，三個實驗經由多因子共變數分析（MANCOVA），首先，實驗一研究發現：（1）品牌形象會正向影響購買意願及產品評價。（2）當品牌標記符號外顯時，品牌形象會正向影響整體喜好度、整體態度以及產品評價；實驗二與實驗三的實驗情境多加產品的價格標示。實驗二其研究結果顯示：（1）品牌形象會負向影響購買意願。（2）當品牌標記符號隱藏時，品牌形象會負向影響購買意願以及整體態度。實驗三研究結果顯示：（1）品牌形象會負向影響購買意願以及整體態度。（2）當品牌標記符號隱藏時，品牌形象會負向影響購買意願以及整體態度。最後，根據本研究之結論，提出實務建議為：（1）建議企業應著重於品牌形象之建立（2）幫助行銷業者釐清品牌形象高與低之情況，其產品設計與改善之相關策略的擬定，以增加消費者的青睞。
By the literature review, previous research showed that brand image on purchase intention has a crucial impact, and also indicated that customers not only focuse on the function of product but care about the brand logo of symbolism. However, few researches were to explore that brand image is affected by the the location of brand logo. The purpose of this study is to explore the relationship with the location of brand logo, brand image, purchase intention, overall liking, overall attitude, and product evaluation.
A 2 (brand image: high vs. low) × 2 (brand logo: explicit vs. implicit) between-subject factorial design was used to examined our hypotheses. Study 1 has 125 surveys; study 2 has 119 surveys; study 3 has 120 surveys. Experiment 1 results revealed the following: (1) Brand image are positive to influence purchse inention and product evaluation, and (2) when brand logo is explicit, brand image are positive to influence overall liking, overall attitude, and product evaluation. Experiment 2 findings showed the following: (1) Brand image has a negative effect on purchse intention, and (2) when brand is implicit, brand image has a negative effect on purchase intention and overall attitude. Experiment 3 results indicated the following: (1) Brand image has a negative effect on purchse intention and overall attitude, and (2) when brand is implicit, brand image has a negative effect on purchase intention and overall attitude. Finally, according to conclusions of this study, the practical suggestions are the following: (1) companies should focus on establishing the brand image (2) to help marketers clarify the level of brand image, its product design and improved relevant strategies.
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