顧客基礎品牌權益對消費者購買行為影響之研究

The Effects of Customer-Based Brand Equity on Consumer Purchasing Behavior

吳美蓮(Mei-Lian Wu)

《華人經濟研究》 10卷1期 (2012/03) Pp. 95-110

https://doi.org/10.30065/JCER.201203.0005

摘要

本研究以喜餅品牌為例，探討顧客基礎品牌權益構面與消費者購買行為之關係，研究發現品牌權益中產品形象、企業形象與顧客形象等構面，都對消費者購買行為產生顯著的正向影響。因此，企業可藉由本研究設計之顧客基礎品牌權益量表，瞭解及驗證消費者對公司品牌權益之評價，並可作為企業擬定品牌決策之有效依據。另外，本研究建議顧客基礎品牌權益模型，可以再增加服務形象構面，意即企業、消費者與員工三者共同建構產品品牌權益的核心價值，如此，顧客基礎品牌權益構面組合將更為完整。

關鍵字

品牌 ； 品牌形象 ； 顧客基礎品牌權益 ； 消費者購買行為

並列摘要

This study took wedding cookies as an example and explored the relationship between Customer-Based Brand Equity Dimensions and Consumer Purchasing Behavior. We found that product identity, corporate identity and consumer identity dimensions of brand equity have the significant positive impact on consumer purchasing behavior. Therefore, corporate can refer the customer-based brand equity scale of this study to understand and verify consumers' evaluations of the corporate brand equity, and make the branding decision. We also suggested add service identity on the consumer-based brand equity model, i.e. to develop the core value of product brand equity by corporate, consumer and employee to make the customer-based brand equity dimension more complete.

並列關鍵字

Problem-oriented ； Ggoal/objective ； Traffic Management System