廠商品牌資產建立活動對品牌忠誠影響效果之研究－以品牌知識為中介變數

The Influence of Brand Asset Building Activities on Brand Loyalty-Brand Knowledge as a Mediator

蔡尚樺(Shang-Hua Cai) ； 王又鵬(Yu-Peng Wang) ； 陳佳瑜(Jia-Yu Chen)

《企業管理學報》 81期 (2009/06) Pp. 85-106

摘要

Keller(2001)提出以顧客為基礎的品牌資產理論框架中，消費者心中的品牌知識(brand knowledge)是創造品牌資產的重要元素。根據Keller的論點，廠商要想建立某品牌的品牌知識，必須為品牌創造品牌要素、進行行銷組合活動及借用次級聯想，才能在消費者腦海中建立起該品牌的品牌知名度與品牌形象，兩者共同構成品牌知識，而這個品牌知識會為品牌產生有利的品牌忠誠。本研究以292位大學生為樣本，針對「麥當勞」品牌進行探討，結果發現(1)品牌要素對品牌知名度與品牌形象具有正向的影響效果(2)行銷組合活動對品牌知名度與品牌形象具有正向的影響效果(3)次級聯想僅對品牌形象具有正向影響效果(4)品牌知名度對品牌忠誠未具顯著影響效果，但品牌形象對品牌忠誠具影響效果(5)品牌知識雖具中介效果，但主要效果來自品牌形象。

關鍵字

品牌資產 ； 品牌忠誠 ； 品牌知識

並列摘要

In the building brand asset based on consumers perceptions proposed by Keller (2001), the central element of the creation and management of a brand is the brand Knowledge in consumers' minds. The characteristics of brand knowledge can be described in two elements: brand awareness and brand image. The brand asset has formed as consumers are highly aware of and familiar with the brand and have a strong, favorable, and unique association with the brand. Therefore, it is necessary for marketing practitioners to choose brand elements, adopt marketing activities, and leverage secondary association for the brand involved in order to build exclusive brand knowledge built in consumers' minds. Such brand knowledge will influence certain behaviors such as brand loyalty. This study used 292 students as the subjects and adopted ”McDonald” as the target brand to verify the relationships among the brand assets building activities, brand knowledge and brand loyalty. The results found that (1) brand elements positively impacted brand awareness and brand image; (2) marketing activities positively impacted brand awareness and brand image; (3) secondary association only positively impacted brand image; (4) brand awareness failed to influence brand loyalty, but brand image positively impacted brand loyalty; (5) brand knowledge had a mediation effect, but the main effect was based on brand image.

並列關鍵字

brand asset ； brand loyalty ； brand knowledge

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