品牌形象、品牌體驗、促銷策略、顧客滿意度與品牌績效之研究 ─以百貨業為實證

A Study on the relationships between Brand Image, Brand Experience, Promotion Strategy, Customer’s Satisfaction and Brand Performance –An Empirical Investigation of the Department Store Industry

施惠珊(Hui-Shan Shih)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/經營管理系碩士班/碩士(2012年)

摘要

近年來，臺灣的百貨業，從原先遠東百貨、新光三越、太平洋崇光鼎足而立的局面，自其他百貨公司成立加入後，演變為完全競爭市場。就目前看來，台北的百貨公司，如雨後春筍不斷成立，規模愈來愈大，內容愈來愈充實、裝潢愈來愈講究，越來越多新品牌駐入。本研究將以百貨產業為實例，綜合了品牌形象、品牌體驗、促銷策略、顧客滿意度與品牌績效等構面之關係探討對於百貨產業之影響。
本研究將經由相關文獻探討，整合過去學者著作及相關研究，分析百貨產業中，品牌形象、品牌體驗、促銷策略、顧客滿意度與品牌績效之間之關係。因此將台北地區百貨產業消費者作為研究對象，透過問卷調查法，並以線性結構模式，探討該產業之品牌形象、品牌體驗、促銷策略、顧客滿意度與品牌績效等概念，互相連結不同概念間的因果關係。
本研究是以百貨產業為實證對象，探討各變數關係，研究發現：品牌形象、品牌體驗及促銷策略對顧客滿意度與品牌績效皆有顯著的正向影響。以此研究結果，可研擬行銷策略提供業界做為參考，期望能對其品牌策略之制定有所貢獻。

關鍵字

品牌形象 ； 品牌體驗 ； 促銷策略 ； 顧客滿意度 ； 品牌績效

並列摘要

In recent years, the department store industry in Taiwan, separate categories from the original Far East Department Store, Shin Kong Mitsukoshi, Pacific Sogo situation, since the other department stores set up by adding, evolved into a perfectly competitive market.For now, a Taipei department store, such as springing up constantly set up increasingly large scale, more and more to enrich the content, the decor is increasingly concerned about more and more new brands in the entry. This study will be the department store industry as an example, a combination of brand image, brand experience, marketing strategy, customer satisfaction and brand performance dimensions of relationship between the department store industries.

This research integrated with academic books and with related references has developed a theory framework. The data collected from questionnaire investigation method in Taipei City, probe into the value department store industry this brand image, brand experience, promotion strategy, customer’s satisfaction and brand performance, is it close of connecting with customer satisfaction degree and brand equity by way of structural equation modeling.
The most significant finding: There is a significant, positive correlation between brand image and customer satisfaction degree. There is a significant, positive correlation between brand experience and customer satisfaction degree. There is a significant, positive correlation between promotion strategy and customer satisfaction degree. There is a significant, positive correlation between customer’s satisfaction and brand performance degree.
The survey takes consumer of the value department sotre industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy.

並列關鍵字

Brand Image ； Brand Experience ； Promotion Strategy ； Brand Performance

參考文獻

[6] 王又鵬、黃俊英、洪順慶(民83)，價格促銷策略對消費者再購行為影響之研究，管理評論，13卷，2期，49-86頁。

[1] Aaker, David A. (1991), “Managing Brand Equity：Capitalizing on The Value of a Brand Name,” The Free Press.

[2] Aaker, David A. (1996), Measuring Brand Equity Across Product and Markets, California Management Review, Vol.38, No.3, pp.102-120.

[4] Biel and Alexander and Alexander and Alexander L. (1992) "How Brand Image Drives Brand Equity"; Journal of Advertising Research; 6, p6-12, November/December.

[5] Brakus, J.J., Schmitt B. H. and Zarantonello L. (2009), “Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?” Journal of Marketing, 73(3), 52-68.