零售業品牌聯想、品牌形象與品牌個性之矩陣關係研究

Matrix of Relationships among Brand Association, Brand Image and Brand Personality in the Retail Industry

張宏生(Hong-Sheng Chang) ； 會建銘(Chien-Ming Tseng)

《服務業管理評論》 6期 (2008/12) Pp. 1-16

https://doi.org/10.29858/SIMR.200812.0001

摘要

本研究目的旨在探討品牌聯想、品牌形象與品牌個性之間的關係，並進一步探索其內部結構的關係。吾人透過具有高信度與效度之量表，以問卷訪談方式蒐集樣本資料。結果發現，品牌的功能形象主要受到屬性聯想與利益聯想的影響，象徵形象主要受到屬性聯想的影響，而經驗形象主要受到態度聯想的影響。再者，品牌個性中的刺激、誠懇主要受到經驗形象的影響，能力主要受到功能形象的影響，而和平、細緻主要受到象徵形象的影響。本研究並建議後續研究者可進一步探討其他可能影響品牌個性的品牌資訊線索。實務上，管理者可以採用最佳化投資於攸關的品牌聯想構面，以提昇相對應的品牌形象，進一步強調相對應的品牌個性構面。最後，本研究主要貢獻在於針對三個品牌聯想構面、三種品牌形象、與五種品牌個性之間，提供一個新的「結構化」關係模型。

關鍵字

品牌聯想 ； 品牌形象 ； 品牌個性

並列摘要

The purpose of this work is to elucidate how brand association, brand image and brand personality are related, and explores the internal composition of this relationship. Samples were collected using the questionnaire, which had been assessed the quality of our measurement efforts by investigating reliability and validity. Functional image is found to be affected mainly by attribution and benefit association, whereas symbolic image is influenced by attribution association. However, experiential image is found to be affected mainly by attitude association. Furthermore, excitement and sincerity of brand personality found to be affected mainly by experiential image, whereas competence personality is influenced by functional image. Finally, exactly peacefulness and sophistication of brand personality are affected by symbolic image. For future research, other external cues of brand may influence brand personality with extrinsic information should be discussed. In practice, retail managers can hone the relevant cues and optimize investments to raise brand association dimensions. Finally, this study provides a new shape of the ”structural” relationships among three brand association dimensions, three brand images and five types of brand personality.

並列關鍵字

Brand Association ； Brand Image ； Brand Personality