品牌體驗、品牌關係品質以及品牌忠誠度間關係之研究－以省力體驗為干擾變數

The Relationships among Brand Experience, Brand Relationship Quality and Brand Loyalty － the Effortless Experience as a Moderator

王又鵬(Yu-Peng Wang) ； 蘇丞映(Cheng-Ying Su) ； 曾忠蕙(Chung-Hui Tseng)

《行銷評論》 13卷3期 (2016/09) Pp. 345-369

摘要

本研究主要係探討品牌體驗、品牌關係品質與品牌忠誠度之關係，並以省力體驗為干擾變數。本研究以省力體驗為干擾變數，主要因為過去探討品牌體驗時，主要是以企業直營的商店為主，就品牌而言，並不需要特別針對顧客在商店所經歷的省力過程進行特別的探討。但是，當顧客的品牌體驗是發生在非直營商店時，販賣產品的商店能否提供顧客省力體驗，就有可能影響品牌體驗與品牌關係品質間的關係。本研究採用 Interbrand在2014公布全球最佳品牌排行榜首位的蘋果公司(Apple Inc.)為研究品牌，研究期間從2015年4月25日至2015年4月30日止，研究對象為曾經購買或使用過蘋果公司3C相關產品的顧客，利用網路問卷調查蒐集資料，有效問卷為297份。研究結果顯示：(1)品牌體驗對品牌關係品質有正向影響；(2)品牌體驗對品牌忠誠度有正向影響效果；(3)品牌關係品質對品牌忠誠度有正向影響效果；(4)品牌關係品質對品牌體驗與品牌忠誠度間的關係具有中介效果；及(5)省力體驗對品牌體驗與品牌關係品質間的關係具有干擾效果。

關鍵字

品牌體驗 ； 品牌關係品質 ； 品牌忠誠度 ； 省力體驗

並列摘要

This study investigated the relationship among brand experience, brand relationship quality, and brand loyalty with effortless experience as a moderator. Reviewing literature of brand experience, an interaction of effortless experience and brand experience is seldom emerged in directly managed stores. However, this interaction maybe appears in contracted stores because effortless experience may influence the relationship between brand experience and brand relationship quality in contracted store. To find out the moderating role of effortless experiences, Apple, Interbrand 2014 best global brands rankings No.1, was chosen. A questionnaire was designed to understand consumers who purchased or used Apple products. A total of 297 questionnaires were collected from internet between April 25 and April 30, 2015. Results showed that: (1) brand experience had a positive impact on brand relationship quality. (2) Brand experience had a positive impact on brand loyalty. (3) Brand relationship quality had a positive impact on brand loyalty. (4) Brand relationship quality had a mediating effect in the relationship between brand experience and brand loyalty. (5) Effortless experience had a moderating effect in the relationship between brand experience and brand relationships quality.

並列關鍵字

brand experience ； brand relationship quality ； brand loyalty ； effortless experience

參考文獻

Schmitt, B. H.(1999).Experiential marketing.Journal of Marketing Management.15(1),53-67.

Keller, K. L.(2014).Strategic Brand Management.Pearson.

Evard, Y.,Aurier, P.(1996).Identification and validation of the components of the person- object relationship.Journal of Business Research.37(2),127-134.

Ramaseshan, B.,Stein, A.(2014).Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships.Journal of Brand Management.21(7-8),664-683.

Francisco-Maffezzolli, E. C.,Semprebon, E.,Prado, M.,Henrique, P.(2014).Construing loyalty through brand experience: The mediating role of brand relationship quality.Journal of Brand Management.21(5),446-458.