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題名 | 品牌人格與品牌忠誠度之直接及間接關係研究=A Study of the Direct and Indirect Effects of Brand Personality on Brand Loyalty |
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作者 | 黃營杉; 解名禮; Hwa, Ing-san; Hsieh, Ming-li; |
期刊 | 商管科技季刊 |
出版日期 | 20080300 |
卷期 | 9:1 2008.03[民97.03] |
頁次 | 頁69-97 |
分類號 | 496.1 |
語文 | chi |
關鍵詞 | 品牌人格; 自我形象; 品牌忠誠度; 干涉變項; 中介變項; Brand personality; Self-image; Brand loyalty; Moderators; Mediators; |
中文摘要 | 由於許多產品已達到產品生命週期的成熟期,產品內部屬性差異化不易塑造,品牌所具備人格形象及品牌權益資產的營造恰可提供一決策選擇,問時學者已對品牌人格、自我形象及自我一致觀念的進一步澄清,故本研究遵循Kressmann et al. (2006)、Sirgy(1982)及Helgeson and Supphellen(2004)的研究探討品牌人格與品牌忠誠度的關係及其間中介因子及平涉因子探討,選取其符號意義的汽車,採非機率抽樣的便利抽樣方法選取台北縣市3所技術學院夜問部及假日班曾使用汽車的學生,有效問卷355 份,其中具1年以上汽車駕駛經驗的觀察者佔78%,各構念信度及收斂及區別效度檢定均達可接受水準,研究結果品牌人格與自我形象為不同構念,品牌人格顯著正向影響品牌忠誠度,這關係下自我形象及情感涉入呈現顯著的部份中介效果,而平涉效應有財務風險干涉自我形象與品牌忠誠度的關係、職業干涉品牌人格的真摯構面及情感涉入與品牌忠誠度的關係而產品涉入的興趣項目會平涉實際自我形象與品牌忠誠度的關係,而年齡、性別及績效風險為獨立變項顯著直接影響品牌忠誠度,這提供了汽車廠商為營造品牌忠誠度時除強化品牌人格形象外,應注意顧客的自我形象及情感涉入情況及針對不同市場區隔擬定合適策略時的參考。 |
英文摘要 | Nowadays, many products have reached the mature stage of its product life cycle. Thus, one can hardly obtain any competitive advantage in product intrinsic attribute differentiation. A good brand image and brand equity can provide alternatives to solve this problem. Moreover, many articles have clarified the differences between brand personality, self image, and self congruity. This research follows Kressmann et al. (2006), Sirgy ( 1982) and Helgeson and Supphellen's (2004) articles and investigates the relationship between brand personality and brand loyalty. It also mediates and moderates on this relationship. We study cars owing to its symbolism and employ the non-probability sampling method to sample a population of university students who have car driving experience, attend night classes, and also study during holidays by survey. There were 355 respondents and 78% of these respondents have driving experience over one year. The study illustrates good reliability and validity. We found brand personality and self image are distinct constructs. Brand personality has a significantly positive effect on brand loyalty. Self image and feelings involved are mediators which have a partially mediating effect. Financial risk has a moderating effect on the relationship between self image and brand loyalty. An observer's profession has a moderating effect on the relationships between sincerity and brand loyalty and also between feelings involved and brand loyalty Interest has a moderating effect on the relationship between actual self image and brand loyalty. Age, gender, and performance risk directly effect on brand loyalty. These results can provide managers with some suggestions on brand loyalty strategies. Managers might notice the effects on customers' self image and feelings involved when they perform a brand personality program. |
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