近年來品牌市場競爭越來越激烈,如何使品牌更有競爭力,成為各企業所面臨的問題。在台灣,長久以來菸酒屬於菸酒公賣局控管,直到台灣加入世界貿易組織後,專賣制度才走入歷史。因此如何鞏固自身之品牌及開拓保養品市場,成為目前金酒公司面臨的課題之一。 本研究以金門酒廠實業股份有限公司之消費者為對象,想藉著金酒公司了解品牌形象與品牌忠誠度對品牌延伸產品之影響。研究中發現到品牌形象中的產品屬性、消費者利益、品牌個性,消費者對其理解程度的高低,以及對於品牌忠誠度中的認知忠誠、情感忠誠、行為意向忠誠,消費者忠誠度的高低,都會去影響到消費者對於品牌延伸產品的購買。所以業者必須要知道消費者對於該品牌的理解程度及對該品牌的忠誠,才能使該品牌能夠延續下去。
Recently, the competition of brand markets becomes more and more dramatic. How to make the brand more competitive is the issue that all industry have to face. In Taiwan, tobacco and liquor have been controlled by Taiwan Tobacco & Liquor Cooperation long ago. Until Taiwan joined WTO, the dispensary system then became part of the history. Therefore, how to solidify brand and open up the market of health supplement turns to be one of the tasks which Kinmen Kaoliang Liquor INC. The objects of this study are the customers of Kinmen Kaoliang Liquor INC., in hoping to understand the influence of the brand image and brand loyalty on brand extension products by Kinmen Kaoliang Liquor INC.. In this study, it is found that the product feature, customer’s benefit, and brand character in the brand image, the extend to what customers understand, recognition loyalty, emotion loyalty, and behavior intention loyalty in brand loyalty, and extend of customers’ loyalty, would all affect customers’ purchasing brand extension products. So the sellers have to know customers’ understanding and loyalty to the brand, so the products could last.