品牌聯盟、品牌形象、顧客忠誠度與品牌績效之研究-運動用品產業實證

A Study on Brand Alliance, Brand Image,Customer Loyalty and Brand Performance – An Empirical Investigation of the Sporting Goods Industry

熊婉茜(Wan-Chien Hsiung)

指導教授 ： 胡同來

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(2010年)

摘要

近年來，由於國際級大型運動賽會的舉辦，使得運動休閒已成為生活中相當重要的一部份，且全球運動用品每年仍舊以穩定的成長率持續的茁壯中。而隨著市場環境的競爭激烈之下，廣告成本的增加和通路取得不易且其成本日益高漲下，使得廠商導入新品牌的成本和風險相對提高。因此在激烈且競爭的環境下，品牌聯盟策略是企業追求成長的新趨勢，藉由品牌權益的移轉可提升消費者對另一品牌之評價。
本研究經由相關文獻探討，整合過去學者著作及相關研究，發展一品牌聯盟、品牌形象、顧客忠誠度與品牌績效之理論架構。以台北地區運動用品產業之消費者為研究對象，透過問卷調查法，並以T檢定、AMOS線性結構模式探討該產業中品牌聯盟、品牌形象、顧客忠誠度與品牌績效之關連性。
研究發現：品牌聯盟對品牌形象和顧客忠誠度、品牌形象對品牌績效、品牌形象對顧客忠誠度、顧客忠誠度對品牌績效，皆有顯著的正向影響。本研究以運動用品產業消費者為實證對象，探討各變數之關係，並研擬行銷策略提供業界做為參考，期能對其品牌策略之制定有所貢獻。

關鍵字

品牌聯盟 ； 品牌形象 ； 顧客忠誠度 ； 品牌績效

並列摘要

In recent years, owing to more and more international sports occasstions, sports have become an essential part of life, and even the global sporting goods are growing each year. Under the competitive market environment, the increase in advertising costs and unattatinable channels lead to the diffulity in the increase of the costs and the risks for companies. Therefore, under the competitive environment, brand alliance strategy is the new trend of pursuing growth by the transfers of brand equity in order to enhance the consumer evaluation of another brand.
This research integrated with academic books and with related references has developed a brand alliance, brand image, customer loyalty and brand performance relationship and theory framework. The data collected from questionnaire investigation method in Taipei, probe into sporting goods industry this brand alliance, brand image, customer loyalty and brand performance by way of T test and Amos linear structure.
The most significant findings are:
1.There is a significant, positive correlation between Brand Alliance and Brand Image.
2.There is a significant, positive correlation between Brand Alliance and Customer Loyalty.
3.There is a significant, positive correlation between Brand Image and Brand Performance.
4.There is a significant, positive correlation between Customer Loyalty and Brand Performance.
5.There is a significant, positive correlation between Brand Image and Customer Loyalty.
The survey takes consumer of a sporting goods industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy and managing notebook computer brands.

並列關鍵字

Brand Alliance ； Brand Image ； Customer Loyalty ； Brand Performance

參考文獻

[1]王麗雯(2008)。品牌策略、品牌權益、顧客忠誠度與品牌績效之研究－筆記型電腦產業實證。國立台北科技大學商業自動化與管理研究所碩士論文。

[4]林聖偉(2005)。品牌形象、服務品質、知覺價值、顧客滿意度與顧客忠誠度關係之研究－以旅行業為例，靜宜大學觀光事業學系研究所碩士論文。

[6]高俊雄(2004)。運動休閒服務管理。台灣體育運動管理學會。

[1]Aaker, D. A. (1991), Marketing Brand Equity：Capitalizing on the Value of a Brand Name, The Free Press, New York.

[2]Aaker, D. A. (1996), Measuring Brand Equity across Products and Markets, California Management Review, Vol.38(3), pp.102-120.