品牌態度及品牌依附對品牌權益之影響—以品牌再造為干擾變數

品牌老化一直是許多企業在經營上會面臨的問題，隨著時代變遷，消費環境及行為改變，企業必須透過品牌再造重新吸引消費者目光。本研究主要探討再造後品牌態度及原有品牌依附進行兩種不同的品牌再造策略後，對再造後知覺品質及再造後品牌忠誠度之影響為何。研究對象以連鎖餐飲店鬍子茶PLUS與台中麗寶樂園的消費者為主；其中，鬍子茶PLUS消費者代表漸進式品牌再造策略的研究對象，麗寶樂園消費者則代表革新式品牌再造策略的研究對象。本研究採便利抽樣法，問卷發放地區以台中市區為主，鬍子茶PLUS樣本共發放有效問卷共307份，麗寶樂園樣本共發放有效問卷共330份，使用結構方程模式驗證假設關係。研究結果發現：1.再造後品牌態度對再造後知覺品質與再造後品牌忠誠度正向影響，消費者對品牌再造後的態度越佳，再造前的知覺品質與及品牌忠誠度越能有效的轉移到再造後的品牌，且鬍子茶PLUS比麗寶樂園更顯著影響；2.原有品牌依附對再造後知覺品質正向影響，消費者對品牌再造前的依附感越高，則品牌再造後的知覺品質亦越高；3.品牌再造後，當知覺品質越高，消費者對品牌的忠誠度也越高。

關鍵字

品牌態度；品牌依附；知覺品質；品牌忠誠度；品牌再造

並列摘要

Brand aging has always been a problem that many companies face in their operations.Companies must find the way to re-attract consumers through rebranding. This research focuses on the influence of the post-rebranding attitude and attachment to the initial brand on the post-rebranding perceived quality and brand loyalty by two different rebranding strategies. The research object is Who 's tea PLUS consumers which represent the research object of evolutionary rebranding strategy, and Lihpao Land consumers which represent revolutionary rebranding strategy. This study adopts a convenient sampling method, and was made through questionnaire. A total of 307 valid questionnaires were distributed in Who 's tea PLUS, and 330 valid questionnaires were distributed in Lihpao Land. The hypothesis was examined by the Structural Equation Model. The findings are summarized as follow: 1.The post-rebranding attitude positively influence the post-rebranding perceived quality and brand loyalty. The better the consumer's attitude towards rebranding, the more the perceived quality and brand loyalty can be effectively transferred to the post-rebranding brand. And Who 's tea PLUS has a more significant impact than Lihpao Land. 2.Attachment to the initial brand positively influence the post-rebranding perceived quality. 3.After rebranding, the higher the perceived quality, the more the brand loyalty.