整合型顧客基礎品牌權益－以運動健身場館為例

目的：相較於傳統Aaker（1991）的消費商品品牌權益、Boo等（2009）的目的地品牌權益及Susanty與Kenny（2015）的連鎖店品牌權益，本研究想藉由整合這三種模型來驗證其在運動健身場館的產業概化。方法：本研究以結構化方程式搭配新北市三大運動場館351位有效樣本進行模型驗證，包括樣本結構分析、信效度分析、競爭分析、相關分析及變異數分析。結果：品牌知名度會透過品牌體驗顯著影響品牌價值；品牌價值則是在品牌體驗與品牌忠誠度之間扮演部份中介角色。結論：Aaker（1991）的品牌聯想構面加入Boo等（2009）的品牌體驗將使其成為運動場館不可忽視的因素。創新性：1.相較於Aaker，本研究導入Boo等（2009）的品牌體驗及品牌價值而形成一個整合型模型。2.服務業若要提高消費者對自身品牌的評價，應以「品牌聯想」為主要施力點。3.本整合模型讓品牌權益的應用與衡量更加完善和多元化。

關鍵字

品牌權益；品牌形象；認知價值；整合模型；新北市

並列摘要

Purpose: This study validated the generalizability of the brand equity models of Aaker (1991), Boo et al. (2009), and Susanty and Kenny (2015) to the sports and fitness industries. Methods: To validate these models, this study employed structural equation modeling using 351 valid samples obtained from three major sports stadiums in New Taipei City and employed sample structure analysis, reliability and validity analysis, competition analysis, correlation analysis, and variance analysis. Results: Brand awareness substantially influences brand value through brand experience, and brand value partially mediates the relationship between brand experience and brand loyalty. Conclusions: When the brand association dimension of Aaker (1991) is considered, the brand experience element of Boo et al. (2009) becomes essential for sporting venues. Originality/value: Unlike Aaker (1991), this study employed the comprehensive model of Boo et al. (2009), which incorporates brand experience and brand value. To improve customers' evaluations of their brand, service companies should prioritize brand association. The integrated model of the current study can improve the refinement and diversity of utilization and evaluation of brand equity.

並列關鍵字

customer-based brand equity ； brand image ； perceived value ； integrated model ； New Taipei City

參考文獻

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