品牌識別與體驗行銷對品牌價值之探索性研究-以臺灣汽車市場為例

The Study of Brand Identity and Experiential Marketing to Brand Value - An Example of Taiwan Automobile Market

歐陽宜民(Yi-Ming OuYang)

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(2009年)

摘要

對企業與消費者而言，品牌的重要性是毋庸置疑的，「品牌價值」的研究，能提供我們一個正確的方向，去吸引消費、建立品牌忠誠度。在品牌價值影響上，品牌識別一直是企業資產中最具影響力及優越的部分，但現今視覺為主的行銷及廣告宣傳手法，已漸漸失去其效果。唯有透過與體驗行銷更進一步的結合，以全面的體驗經驗創造品牌價值，才能在競爭者中脫穎而出，成為領域中的強勢品牌。
本研究以曾經參與或具有購車經驗的消費者為主要研究對象，共發出480份問卷，有效回收卷數337份，所有問卷題項經項目分析後皆呈顯著差異，表示能鑑別出不同受測者的反應，再透過因素分析、研究假設之差異性分析、相關分析、多元迴歸分析、LISREL之結構模式分析等統計方法，探討品牌識別、體驗行銷與品牌價值之間的關係。經由實證結果發現，品牌識別各因素對體驗行銷各因素之影響皆達顯著，其中以品牌標語對情感最為顯著；體驗行銷各因素對品牌價值各因素之影響皆達顯著，其中以行動影響品牌忠誠度最為顯著；又品牌識別各因素對品牌價值各因素之影響也皆達顯著，其中以品牌標誌影響品牌知名度最為顯著。整體模式架構上則顯現出，體驗行銷在品牌識別對品牌價值影響上具有中介效應，意即品牌識別透過體驗行銷可進一步的提昇品牌價值。

關鍵字

品牌識別 ； 體驗行銷 ； 品牌價值

並列摘要

For enterprises, there is no doubt that brand is very important, the research of brand value can provide us a definite way to attract consumers and to build brand loyalty. Considering the impact of brand value, the brand identity is always the influential and superior part among business asset, but the marketing and advertisement which mainly focus on vision effect gradually lose efficacy. There is one way, combining experiential marketing, to stand out and build brand value by fully experience.
In this study, the objects are consumers who had experienced car consuming. There were 480 questionnaires and 337 questionnaires were returned. By item analysis, all the questions had differences significantly which meant the questionnaires could distinguish the reaction of different objects. Moreover, by the statistical methods such as factor analysis, one-way ANOVA, correlation analysis, multi-regression regression analysis and structural equation models analysis with LISREL, we probed the relation between brand identity, experiential marketing and brand value. The results showed that there were significant influences among all factors of brand identity and experiential marketing. That brand slogan influenced feel most significantly. There were significant influences among all factors of experiential marketing and brand value. That act influenced brand loyalty most significantly. There were significant influences among all factors of brand identity and brand value. That brand mark influenced brand awareness most significantly. The whole structure showed that brand identity of experiential marketing had meditating effects influencing brand value, namely, brand identity can improve brand value by experiential marketing.

並列關鍵字

Brand Identity ； Experiential Marketing ； Brand Value

參考文獻

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