品牌形象對購買意願、整體喜好度、整體態度和產品評價之影響－以品牌標記符號之擺放位置為干擾變數

The Impact of Brand Image on Purchase Intention, Overall Liking, Overall Attitude, and Product Evaluation: The Moderator Role of the Location of Brand Logo

吳姮憓(Heng-Hui Wu) ； 楊佩婷(Pei-Ting Yang)

《行銷科學學報》 7卷1期 (2011/04) Pp. 51-71

摘要

過去研究發現品牌形象會正向影響消費者購買意願、整體喜好度、整體態度與產品評價。由於消費者往往根據品牌標記符號辨識該產品為何種品牌，品牌標記符號置於產品不同的位置（例如：外顯vs.隱藏），可能會影響消費者對該產品之辨識程度、喜好度與購買意願。因此，本研究欲探討品牌標記符號擺放位置的不同，品牌形象對購買意願、整體喜好度、整體態度與產品評價之影響。透過實驗設計法：利用2（品牌形象：高、低）×2（品牌標記符號之擺放位置：外顯、隱藏）受測者間因子設計，總共回收之有效樣本為245份，二個實驗經由多因子共變數分析（MANCOVA）研究結果：實驗一顯示：（1）品牌形象會正向影響購買意願及產品評價。（2）當品牌標記符號外顯時，品牌形象會正向影響整體喜好度、整體態度以及產品評價；實驗二之實驗情境多加產品的價格標示，其研究結果顯示：（1）品牌形象會負向影響購買意願以及整體態度。（2）當品牌標記符號隱藏時，品牌形象會負向影響購買意願以及整體態度。

關鍵字

品牌形象 ； 品牌標記符號 ； 購買意願 ； 態度 ； 產品評價

並列摘要

Previous studies have showed that brand image affects consumer purchase intention, overall preference, overall attitude and product evaluation positively. Because consumers usually identify product brand per brand logo symbol, the different positioning (e.g. explicit vs. tacit) of which might affect consumer's attitude, preference and purchase intention of the product. Therefore, this study aims to explore the impact of brand image on purchase intention, overall preference, overall attitude and product evaluation due to the different positioning of brand logo symbol. By experimental design method, this study adopts 2 (brand image: high vs. low) x 2 (the positioning of brand logo symbol: explicit vs. tacit) factorial design among respondents and receives 245 effective samples. The factorial analysis of covariance (MANCOVA) is used in this study. The findings of study 1 show that (1) brand image will affect purchase intention and product evaluation positively; (2) when the brand logo symbol is explicit, the brand image will impact overall preference, overall attitude and product evaluation positively. Product price label is added to the experimental condition in the study 2. The research outcome shows that (1) brand image will affect purchase intention and overall attitude negatively; (2) when the brand logo symbol is tacit, brand image will affect purchase intention and overall attitude negatively.

並列關鍵字

brand image ； logo ； purchase intention ； attitude ； product evaluation

參考文獻

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