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題 名 | 涉入程度、品牌權益與品牌共鳴對顧客公民行為之研究=A Study of Consumer Involvement, Brand Equity and Brand Resonance on Customer Citizenship Behavior |
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作 者 | 林育理; 張千惠; 宣家鳳; | 書刊名 | 全球商業經營管理學報 |
卷 期 | 8 2016.09[民105.09] |
頁 次 | 頁79-87 |
分類號 | 552.33 |
關鍵詞 | 涉入程度; 品牌權益; 品牌共鳴; 顧客公民行為; Consumer involvement; Brand equity; Brand resonance; Customer citizenship behavior; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究針對涉入程度、品牌權益、品牌共鳴、顧客公民行為的影響之關聯性。研究問卷針對越南地區使用摩托車的大學生進行調查。共計回收343 份之有效問卷。本研究以統計軟體進行敘述性統計分析、驗證性因素分析(CFA)、相關分析、迴歸分析。本研究發現如下:(1) 涉入程度與品牌權益有顯著且正向的影響。(2) 品牌權益與品牌共鳴有顯著且正向的影響。(3) 品牌權益與顧客公民行為有顯著且正向的影響。(4) 品牌共鳴與顧客公民行為有顯著且正向的影響。 |
英文摘要 | This research focuses on the relationship between consumer involvement, brand equity, brand resonance and customer citizenship behavior. This study collected data from Vietnam student who using the motorcycle. A total of 343 samples were collected. In this study, the descriptive statistical analysis, confirmatory factor analysis (CFA), correlation analysis and regression analysis were performed by statistical software. The findings of this study are as follows: (1) the degree of involvement and brand equity have significant and positive impact. (2) the brand equity has a significant and positive impact on brand equity. (3) brand equity and customer citizenship behavior have significant and positive impact. (4) there is a significant and positive impact on brand resonance and customer citizenship behavior. |
本系統中英文摘要資訊取自各篇刊載內容。