品牌真實感量表發展與研究

The Development of Brand Authenticity Scale

陳文達(Van-Dat Tran)

指導教授 ： 耿慶瑞

國立臺北科技大學/管理學院/工商管理研究所/博士(2014年)

摘要

本研究主要在探討品牌真實感量表發展與品牌真實感品牌權益，顧客滿意度關係之研究。採用文獻探討深度訪談及焦點群體訪談等研究方法，經原始問項擬定、量表精簡、信效度分析等程序發展出品牌真實感量表,共六個構面、17個問項。此六構面包括: 道德(virtue)，連結(connect)，真實(real)，美學(aesthetic)，控管(control) ，與原始(original)。研究結果顯示：品牌真實感對於品牌權益有正向關係；品牌真實感對於顧客滿意度有正向關係；品牌權益對於顧客滿意度有正向關係。行銷者可以透過量表了解與改善真實在品牌以及 。此外，品牌真實感對於品牌權益與顧客滿意度有所助益。

關鍵字

真實感 ； 品牌真實感 ； 品牌權益 ； 顧客滿意度

並列摘要

The purpose of this study is development of brand authenticity scale. Additionally, this study explored the impact of brand authenticity on brand equity and customer satisfaction. This research adopts the research method including literature discussing, in-depth interview, and focus group interview, the procedure for scale development was followed: item generation, scale purification, and scale validation. As a result, a six-dimensional scale, along with seventeen items, was developed representing distinctive dimension of brand authenticity: virtue, connect, real, aesthetic, control, and original. In addition to the research results indicated that brand authenticity positively relates to brand equity and customer satisfaction. The results indicate that marketers engage in projects to understand and improve the authenticity their brands provide for their customers, they can use the scale for assessment, planning, and tracking purposes. Additionally, brand authenticity can contribute to brand equity and customer satisfaction.

並列關鍵字

Authenticity ； Brand Authenticity ； Brand Equity ； Customer Satisfaction

參考文獻

耿慶瑞 (2004)。WWW 廣告之互動品質量表。台大管理論叢,15(1),23-48。

丁慧瑩（2012）線上社交購物導向量表之發展（博士論文）。國立台北科技大學。

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