情感品牌下品牌情意與品牌信任對品牌權益與品牌忠誠之影響

The Effect of Brand Affect and Brand Trust on Brand Equity and Brand Loyalty under Emotional Brand

劉盈佑(Ying-Yu Liu) ； 蔡璧如(Pi-Ju Tsai) ； 莊苑仙(Yuan-Hsien Chuang)

《創新與管理》 10卷3期 (2013/08) Pp. 29-58

摘要

情感品牌策略對企業而言已成為相當有影響力的品牌管理模式，品牌管理及關係行銷皆論及企業經營的焦點，已從短期績效考量的市場佔有率轉為與顧客建立深厚的長期關係。建立情感品牌的重要性無庸置疑，但其效益及建立情感品牌時相關變數之間的關聯性尚未有足夠的探討，本研究衡量情感品牌之品牌情意和品牌信任對品牌權益之影響，並探討情感品牌之品牌忠誠在品牌情意以及品牌信任與品牌權益之間，是否具中介效果。針對PayEasy購物網站目標客群中具瀏覽或購買經驗的消費者進行問卷調查，結果顯示情感品牌之品牌情意和品牌信任對品牌權益接有正向影響且品牌信任影響大於品牌情意，此外情感品牌之品牌忠誠在品牌情意和品牌信任各自對品牌權益之間扮演著部份中介的角色。

關鍵字

情感品牌 ； 品牌情意 ； 品牌信任 ； 品牌忠誠 ； 品牌權益

並列摘要

Emotional Brand strategy over the past ten years has become a quite influential brand management mode. Kotler talks about business shifting market share of the short-term performance considerations to focus on establishing deep and long-term relationship with customers. This study measures the influence of Brand Affect and Brand Trust of Emotional Brand on Brand Loyalty to verify whether Brand Trust exerts greater influence than Brand Affect does, and examines the influence of Brand Loyalty of Emotional Brand on Brand Equity. Questionnaires were administered to consumers of shopping website-PayEasy. The empirical results show that both Brand Affect and Brand Trust of Emotional Brand have positive influence on Brand Loyalty, and Brand Trust has greater influences than Brand Affect. In addition, this study also finds that Brand Loyalty of Emotional Brand plays partial mediating role on Brand Affect and Brand Trust on Brand Equity.

並列關鍵字

Emotional Brand ； Brand Affect ； Brand Trust ； Brand Loyalty ； Brand Equity