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題 名 | 以顧客為基礎的品牌權益之探討=A Study of the Customer-Based Brand Equity Model |
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作 者 | 李月華; 丁學敏; | 書刊名 | 臺北科技大學學報 |
卷 期 | 39:1 民95.03 |
頁 次 | 頁103-118 |
分類號 | 496.1 |
關鍵詞 | 品牌權益; 品牌形象; Brand equity; Brand image; |
語 文 | 中文(Chinese) |
中文摘要 | Keller以架構顧客心中理想品牌為前提下,建立清楚、明確的階梯式的品牌權益金字塔模型。而「品牌階梯」是有明顯次序關係的,前一個步驟完成才得以進行下一個步驟的連慣性。其步驟又可區分為六個構面分別為品牌顯著、品牌形象、品牌績效、品牌判斷、品牌情感、品牌共鳴。在四步驟、六個構面詮釋下消費者對品牌將會有個合理、完整的瞭解,更容易贏得顧客對品牌正向回應。 因此本研究之目的在探討Keller 提出「以顧客為基礎的品牌權益」模型的六構面的層級關係,並且比較「功能性、象徵性、經驗性」的品牌利益聯想中在模型內的差異性。 本研究根據結構模式分析之結果,Keller 之品牌權益架構的「品牌顯著」、「品牌形象」、「品牌判斷」、「品牌情感」、「品牌共鳴」呈現階梯式的正向顯著關係。不論是「功能性」、「象徵性」、「經驗性」的品牌利益聯想在「品牌顯著」、「品牌形象」、「品牌判斷」、「品牌情感」、「品牌共鳴」的關連性上皆呈現正向關係,代表模型可運用於不同的品牌利益屬性上。 |
英文摘要 | Building a strong brand Keller develop a model of brand building called the customer-based brand equity (CBBE) model. It can be thought of as a series of steps, where each step is contingent on successfully achieving the previous step. Imagine the foundation of a strong brand as a logically constructed set of six “brand-building blocks” with customers: salience, performance , imagery, judgments, feelings, resonance. We discuss CBBE model constructed set of six “brand-building blocks” which can be built, measured, and managed. We discuss the benefits of brand association of the three categories: functional benefits, symbolic benefits, experiential benefits would be used in the CBBE model. The results show CBBE model can divided into five “brand-building blocks” with customers: salience, imagery, judgments, feelings, resonance that have positive impact. Functional benefits, symbolic benefits, experiential benefits have positive impact on a series of five steps. The benefits of brand association can be used in the CBBE model. |
本系統中英文摘要資訊取自各篇刊載內容。