品牌策略、品牌形象、品牌權益與品牌績效之研究–生活用品產業實證

A Study on Brand Strategy, Brand Image, Brand Equity, and Brand Performance – An Empirical Everyday Products Industry

宋瑜婷(Yu-Ting Sung)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2010年)

摘要

隨著人民生活水平的提高、生活品質的提升，產品的功能完善已成為基本的需求，消費者面對充滿多樣性選擇的產品時，品牌漸漸成為使用者追求的目標。
Urde(1994)指出，由於產品之間的差異愈來愈小，僅僅依賴產品的優越性是無法在市場上勝出的，品牌儼然成為企業維持生存與成長的關鍵。故品牌建立與管理不只是企業經營的重點，更重要的是它能提高企業競爭優勢的關鍵因素之一。
而全球人民對於生活品質的要求且購買力不斷增強的情況下，故假使結合品牌的概念將可為生活用品產業的市場規模提供了一個巨大的發展可能性。
本研究經由相關文獻探討，整合過去學者著作及相關研究，發展一品牌策略、品牌形象、品牌權益及品牌績效的理論架構。以大台北地區區民為研究對象，透過問卷調查法，並以AMOS結構方程模式探討該產業中品牌策略、品牌形象、品牌權益與品牌績效之關連性。
研究發現：品牌策略對品牌形象，品牌形象對品牌權益及品牌績效，以及品牌權益對品牌績效皆有顯著的正向影響，而品牌策略對品牌權益無顯著影響。以此發現可供研擬行銷策略提供業界做為參考依據。

關鍵字

品牌策略 ； 品牌形象 ； 品牌權益 ； 品牌績效

並列摘要

With the improvement of living, People are willing to enhance their quality of life. While consumers face various products, the brand gradually become a goal they pursued. Urde (1994) poined out, the difference among produts tend to become smaller. If just rely on the superiority of the product can not win in the market, the brand has become the key to survival and growth. Therefore, brand building and management not only the main reason the company runs their business, but it can also enhance the critical competitive advantage.
This study will be discussed by the relevant documentation, integration and related works of the past academic research. This research has developed a brand strategy, brand image, brand equity and brnad performance relationship and theory framework. On the basis of the analytical framework and the developed operational model via AMOS, and the data which collected from questionnaires survey in the Taipei city and Taipei County to carry out the empirical test.
The most significant findings are as following:
1.There is a significant, positive correlation between Brand Image and Brand Performance.
2.There is a significant, positive correlation between Brand Equity and Brand Performance.
3.There is a significant, positive correlation between Brand Image and Brand Equity.
4.There is a significant, positive correlation between Brand Strategy and Brand Image.
5.There is not a significant, positive correlation between Brnad Strategy and Brand Equity.
The survey takes the everyday products industry evidence on the relationship between the different variables. Besides, this research is expected to provide some suggestions for improving brand strategy to get brand performance.

並列關鍵字

Brand Strategy ； Brand Image ； Brand Equity ； Brand Performance

參考文獻

[3] 陳彥名，品牌策略、顧客滿意度、顧客忠誠度與品牌績效關係之研究-以個人用品業實證，碩士論文，台北科技大學工業工程與管理研究所，台北，2008。

[4] 張亞蓓，品牌形象和產品造形特徵的一致性與消費者購買意願之關係-以生活用品為例，碩士論文，大同大學工業設計研究所，台北，2008。

[8] Aaker, D. A., Measuring Brand Equity across Products and Markets, California Management Review, Vol.38(3), 1996, pp.102-120.

[11] Blackston, T., “Observations: Building Brand Equity by Managing the Brand’s Relationships,” Journal of Advertising Research, May 1992, pp.:73-83.

[13] Burmann, Christoph, Jost-Benz, Marc & Riley, Nicola.,“Towards an identity-based brand equity model.” Journal of Business Research, 62(3), 390, 2009.