品牌價值主張與權益之關係研究-以服飾品牌體驗行銷為例

Relationship between Brand Value proposition and Brand Equity - An Experiential Marketing of Clothing Brand

洪愷聰(Kai-Tsung Hung)

指導教授 ： 羅啟源

國立臺北科技大學/管理學院/工業工程與管理研究所/碩士(2008年)

摘要

近年來，品牌的研究一直是學術界與實務界所關心的話題，過去企業的價值大都建立在其生產能力上，現在企業的價值則有賴品牌的建立。品牌是企業與消費者之間一項重要的溝通工具，同時對於顧客的購買決策和判斷也有著關鍵的影響力。當品牌給予消費者立即且記憶深刻的體驗，其與消費者之間所建立的鏈結也會愈好，進而創造屬於品牌與消費者之間自身的價值。
而本研究以台北地區曾購買過服飾品牌之消費者為主要研究對象，共發出330份問卷，回收有效問卷為302份。利用SPSS之項目分析、因素分析、相關分析、研究假設之差異性分析、多元迴歸分析、與LISRE之結構模式分析等統計分析方法，以探討品牌價值主張、顧客體驗與品牌權益之間的關係。
經由實證結果發現，品牌價值主張各因素對顧客體驗各因素之影響皆達顯著，尤其以自我表現利益影響感官最為顯著。而顧客體驗各因素對品牌權益各因素之影響皆達顯著，其中以感官影響品牌忠誠度最為顯著。又品牌價值主張各因素對品牌權益各因素之影響也皆達顯著，是以自我表現利益影響知覺品質最為顯著。最終整體架構顯示品牌價值主張可以透過顧客體驗所產生的中介效應，有效地提昇品牌權益的價值。

關鍵字

品牌價值主張 ； 品牌權益 ； 顧客體驗 ； 體驗行銷

並列摘要

In recent years, brand research is always an issue which academia and practitioners care about. In the past, enterprise’s value was constructed in its productivity. Nowadays, however, enterprise's value depends on the brand building and development. Brand is an important communication tool between enterprises and consumers. Furthermore, it has the crucial influence on customer's purchase decision-making and judgment. When brand provides immediate and profound experience to consumers, it builds a link with consumers; and further, creates values to consumers and itself.
From this point of view, this proposed model was tested and focused on consumers in Taipei, who has purchased clothing with a brand. 330 customers were requested to answer the questionnaire and the effective respondents were 302 sets. The complex data was collected and analyzed by factor analysis, correlation analysis, One-way ANOVA, multi-regression regression analysis with SPSS, and Structural Equation Models analysis with LISREL. The proposition is to discusses the relationship among brand value proposition, customer experience and brand equity. The conclusions of this research have been summarized as followed:
The conclusions of this research have been summarized as followed: brand value proposition is significantly affecting customer experience. Especially, self-expressive benefit is significantly influenced to sense. Brand equity is significantly affecting customer lifetime value. Especially, sense is significantly influenced to brand loyalty. Brand image is significantly affecting customer lifetime value. Especially, self-expressive benefit is significantly influenced to perceived quality. Eventually, the overall structure demonstrates that customer experience is a meditating effect that interacts with brand value proposition. The end result of this interaction will be brand equity.

並列關鍵字

Brand Value proposition ； Brand Equity ； Customer Experience ； Experiential Marketing

參考文獻

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