企業能力聯想與以顧客為基礎的品牌權益之結構關係：以台灣美津濃公司之棒壘用品為例

Structural Relationship between Corporation Ability Association and Consumer-Based Brand Equity Variables: The Case of Mizuno (Taiwan) Corporation Sporting Goods for Baseball and Softball

黃國畯(Kuo-Chun Huang) ； 林房儹(Fang-Tsan Lin)

《大專體育學術專刊》 99年度 (2010/05) Pp. 361-371

https://doi.org/10.6695/AUES.201005_99.0046

摘要

本研究旨在探討台灣美津濃棒壘用品之企業能力聯想，以顧客為基礎的品牌權益之結構關係，及比較不同背景變項之品牌使用者在企業能力聯想、品牌知名度、知覺品質、品牌共鳴、品牌延伸性、價格彈性及再消費意願之差異。本研究以問卷調查法收集資料，以2009大專盃壘球交流賽的球員及各棒壘球隊的網站討論區之美津濃棒壘用品的使用者為研究對象，共回收163份問卷，有效問卷160份。研究調查所得資料以SPSS 14.0 for Windows 統計軟體進行資料分析，經敘述性統計、項目分析、因素分析、信度分析、單因子變異數分析與路徑分析，結果證實：一、男性在企業能力聯想、品牌知名度、品牌共鳴、品牌延伸性和再消費意圖顯著大於女性。二、企業能力聯想對品質知覺具有顯著正向影響。三、品牌知名度對品牌延伸性具有顯著正向影響。四、品質知覺對品牌共鳴具有顯著正向影響。五、品質知覺對價格彈性具有顯著正向影響。六、品牌共鳴對品牌延伸性有顯著正向影響。七、品牌共鳴對再消費意圖有顯著正向影響。

關鍵字

品牌知名度 ； 品牌共鳴 ； 品牌延伸性 ； 再消費意圖 ； 品質知覺

並列摘要

The purpose of this study was to investigate the structural relationship between corporation ability association (CAA) and consumer-based brand equity variables of sporting goods consumers. It was to compare the variability of different background with CAA, brand awareness, quality perception, brand resonance, brand extensibility, price flexibility and repurchase intentions. The research data was obtained by questionnaires. The sample was chosen from players on softball games in Chiayi County and bbs of website use Mizuno (Taiwan) corporation sporting goods consumers. 163 questionnaires were given out, returned 160 effective, analyzed by statistical methods including descriptive statistics, independence t-test, reliability analysis, factor analysis, one-way ANOVA, path analysis. The major findings of this study were as follows: (1) The significant differences were found on CAA, brand awareness, brand resonance, brand extensibility and repurchase intentions by gender. (2) CAA has positive impact on quality perception. (3) Brand awareness has positive impact on brand extensibility. (4) Quality perception has positive impact on brand resonance. (5) Quality perception has positive impact on price flexibility. (6) Brand resonance has positive impact on brand extensibility. (7) Brand resonance has positive impact on repurchase intentions.

並列關鍵字

brand awareness ； brand resonance ； brand extensibility ； repurchase intentions ； quality perception