公民品牌對於品牌信任、品牌認同以及忠誠度關係之研究

The Influence of Citizen Brand on Brand Trust, Brand Identification, and Loyalty

羅緯(Wei Luo)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2005年)

https://doi.org/10.6841/NTUT.2005.00036

摘要

品牌是提供顧客做為識別產品的一種標誌，讓消費者能從眾多的產品間做出選擇；而一個優秀的品牌總是能夠吸引消費者的再次光臨。企業積極經營品牌並且輔以各種行銷策略來獲得忠誠顧客，進一步創造創造利潤。但近來許多知名企業信用破產、名人代言不實以及黑心商品充斥市面的負面新聞，已經損害品牌在顧客心中崇高的地位。極欲挽回頹勢的企業，應該重新思考如何管理品牌、行銷品牌以及經營企業，來因應世界潮流。企業應該改變思維，從思考如何刺激顧客購買產品，轉而思考如何接近以及改善消費者的生活。現代企業必須正視企業公民的身分，基於信任與道德，致力為大眾解決問題，擔負更多的企業社會責任，讓品牌具有更積極而正面的意義。由於公民品牌是一個較新的議題，目前的研究都僅止於觀念之探討，尚未有學者提出公民品牌之構面。故本研究以統一超商為例，透過e-mail以及網路問卷進行調查，各發放450份問卷。資料分析方法包括敘述統計分析、相關分析、信度分析以及LISREL線性結構模式。本研究藉由國內外文獻、學者意見以及專家訪談方式得知組成公民品牌之重要構面，包括企業文化、企業識別、企業形象、品質以及企業社會責任。進一步以LISREL線性結構模式分析，發現以下研究結果：
1. 企業文化、企業識別、企業形象、品質以及企業社會責任等構面與品牌信任、呈現正向相關。
2. 企業文化、品質以及企業社會責任等構面與品牌認同呈現正向相關。
3. 品牌信任以及品牌認同與滿意度、忠誠度呈現正向相關。
4. 為公民品牌各構面透過品牌信任和品牌認同，與忠誠度呈現顯著正向相關。
公民品牌確實會影響到消費者對於該品牌的品牌認同以及品牌信任，最終達成留住顧客的目標與建立忠誠度的使命，以做為學術理論的參考，亦可提供給企業界在塑造公民品牌時的依據。

關鍵字

公民品牌 ； 品牌信任 ； 品牌認 ； 忠誠度

並列摘要

Brand is the sign that provides customers to discriminate among different products and service. The outstanding brands could always appeal to customers and make them visit the businesses again. All companies try to make good use of their marketing tricks to gain customer loyalty and make profit. Recently, there are more and more news about scandals of businesses. This trend has cultivated a climate of defiance toward businesses. In response to this growing suspicion, all companies have openly profiled themselves as socially responsible. In order to reverse the bad image of commercial brand, these companies should rethink the means of managing and marketing their brands. The businesses should find out the real need of customers, devote themselves to improving customers’ life.
Since citizen brand is a new issue in marketing, this study aimed at the consumers’ attitudes toward citizen brand. Exploratory and confirmatory research methods were used to implement this study. This study built up the dimensions of citizen brand by literature review, profession interview, and factor analysis to find out what influence the relation among citizen brand, brand trust, brand identification, satisfaction, and loyalty. Total 450 questionnaires are portioned out to consumers in 7-eleven. We take LISREL 8.51 as statistical tool to conduct confirmatory analysis. Theoretical conclusion and practical implications for the study are discussed as follows:
The findings indicated that citizen brand is able to be classified into five dimensions, including business culture, brand identity, business image, perceived quality, and corporate social responsibility. All dimensions have positive effect on brand trust and three of these dimension that are business culture, perceived quality, and corporate social responsibility have positive effect on brand identification. And citizen brand have positive effect on satisfaction and loyalty, through brand trust and brand identification.
Citizen brand would have positive effect on brand trust, brand identification, satisfaction, and loyalty. This study could give some reference to both companies and future researchers.

並列關鍵字

citizen brand ； brand trust ； brand identification ； loyalty

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