品牌形象、品牌關係與知覺品質關係之研究－以美白化妝品品牌為例

The Relationships among Brand Image, Brand Relationship, and Perceived Quality: A Case Study of Cosmetics Brands

陳澤義(Tser-Yieth Chen) ； 葉香麟(Hsiang-Ling Yeh)

《東吳經濟商學學報》 58期 (2007/09) Pp. 1-29

https://doi.org/10.29735/SJEB.200709.0001

摘要

本研究係以美白化妝品業為例，研究品牌形象、品牌關係與知覺品質的關係。而本研究採問卷調查方式進行，係以大台北市女性為母體，透過聯合報及其相關企業之客戶調查系統來發放問卷。根據LISREL之實證結果顯示功能性品牌形象除了會直接對知覺品質有所影響外，也會透過品牌關係而間接對知覺品質有所影響，也因此強調功能性品牌形象會較強調象徵性品牌形象，對知覺品質產生更大的效果，會使消費者更容易將其視為考慮購買的品牌，進而產生購買意願。

關鍵字

品牌形象 ； 品牌關係 ； 知覺品質

並列摘要

The study takes the cosmetics industry as an example to investigate the relationships among brand image, brand relationship and perceived quality. We employed the questionnaire survey with the customer survey system of the United newspaper and its related enterprises in Taipei. According to LISREL's result, the functional brand image will influence the perceived quality directly, also by way of the brand relationship. When we emphasize on the functional brand image, the impact on the perceived quality will be more significant than we emphasize on the symbolic brand image. Thus, the functional brand image will help the customers consider this brand to purchase, and produce the willingness of purchasing.

並列關鍵字

Brand Image ； Brand Relationship ； Perceived Quality

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