品牌策略、品牌形象、品牌知名度與品牌忠誠度之研究-以量販業自有品牌為實證

The Investigation on Brand Strategies, Brand Image, Brand awareness and Brand Loyalty - An Empirical Investigation of Own Brand of Hypermarket Industry

蔡佳君(Chia-Chun Tsai)

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(2014年)

摘要

台灣量販業在發展的過程中，多家業者選擇與外資合作，希望藉由國外豐富的量販業管理經驗來提升國內的競爭能力，希望藉此能擴大市場占有率以提高議價能力。台灣量販業近幾年來產業狀況已達飽和階段，因此為了能在競爭激烈的產業環境下提升競爭力，並滿足消費者的需求，量販業者紛紛推出其自有品牌，提供消費者更多的選擇，希望藉此能增加其對自有品牌的偏好，進而產生更高的購買意願、增加購買次數，進一步也讓自家自有品牌增加其附加價值，並逐漸建立起消費者對品牌的忠誠度。
因此，本研究將觀察到的這些現象做為研究背景與動機。經由整合過去學者著作與研究，發展品牌策略、品牌形象、品牌知名度與品牌忠誠度之間的概念。透過問卷調查，並以線性結構模式，探討該產業中品牌策略、品牌形象、品牌知名度與品牌忠誠度之間的關聯性。本研究發現:品牌策略對品牌知名度、品牌策略對品牌形象、品牌知名度對品牌形象、品牌知名度對品牌忠誠度皆呈現顯著正向影響；品牌形象對品牌忠誠度並無顯著的影響；本研究以量販業自有品牌做為實證研究之對象，探討各變數之關係，並擬定行銷策略提供實務界參考，期望能對於該產業界之實際策略制定上有所幫助。

關鍵字

品牌策略 ； 品牌形象 ； 品牌知名度 ； 品牌忠誠度

並列摘要

In the process of Taiwan hypermarket industry development, many companies cooperate with foreign enterprises, hoping to through the strong managerial experience of foreign enterprises to promote domestic competition force.In addition,it is hoped to expand market share and enhance the bargaining power.In recent years,Taiwan hypermarket industry has reached the saturation stage industry status.In order to improve the competitiveness in the hypermarket industry environment, and meet consumer demand,hypermarket industry have launched its own brand, to provide consumers with more choice, hoping to increase their preference for its own brand, resulting in higher purchase intention, increase the purchase frequency, also make their own brand to increase its added value, and establish a consumer’s brand loyalty gradually.
This study observe the phenomenon as the research background and motivation.Through the integration of the past scholars and research, this research has developed a brand strategy, brand image, brand awareness and brand loyalty of the theoretical framework. On the basis of the analytical framework and the developed operational model via AMOS, and the data which collected from questionnaires survey in the Taipei city and Taipei County to carry out the empirical test.
The most significant findings are as following:
1. There is a significant, positive correlation between Brand Strategy and Brand Awareness.
2. There is a significant, positive correlation between Brand Strategy and Brand Image.
3. There is a significant, positive correlation between Brand Awareness and Brand Image.
4. There is a significant, positive correlation between Brand Awareness and Brand Equity.
5. There isn’t a significant, positive correlation between Brand Image and Brand Equity.
The survey takes the empirical investigation of the value own brand of hypermarket industry evidence on the relationship between the different variables. Besides, this research is expected to provide some suggestions for improving brand strategy to get brand performance.

並列關鍵字

Brand Strategies ； Brand Image ； Brand awareness ； Brand Loyalty

參考文獻

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