品牌形象、品牌認同與品牌忠誠度之研究-以數位單眼相機為例

A Study on Relationship amongBrand Image ,Brand Identity on Brand Loyalty；Digital Single Lens Reflex Camera as an Example

王凱杰(Kai-Chieh Wang)

指導教授 ： 徐茂練

朝陽科技大學/管理學院/企業管理系/碩士(2014年)

摘要

隨著數位單眼相機製造成本大幅降低，家家戶戶人手一台的情況已行之多年，且持有第二台單眼相機的比例也逐漸增加。各家廠商推出的旗下產品在功能及價格上非常相近，當消費者面對不熟悉的產品時，品牌往往是消費者選購時所考量的主因，其次是品牌形象，尤其是針對功能屬性時所聯想到的第一品牌，因此許多廠商紛紛祭出免費攝影課程或體驗活動，藉此拉近與消費者之間的距離增進品牌認同感。因此本研究採用問卷調查法，針對已持有數位單眼相機者為對象，探討品牌形象、品牌認同與品牌忠誠度之間的關聯性。資料分析方法包含敘述性統計、信度分析、效度分析、因素分析、迴歸分析與變異數分析進行研究假說之探討。研究結果發現品牌形象對品牌認同有正向的影響且品牌認同對品牌忠誠度也有正向的影響，顯示消費者對於數位單眼相機品牌形象越高越好進而會影響對於單眼相機的品牌認同進而產生品牌忠誠度。最後提出單眼相機的行銷建議以供業者作為參考。

關鍵字

品牌忠誠度 ； 品牌認同 ； 品牌形象 ； 數位單眼相機

並列摘要

It has been a long time for a person possessing a camera because of the sharp decrease of digital single lens camera production costs.And, the proportion of possessing the second single lens camera is also increasing. The product functions and prices among manufacturers are so similar that a brand becomes the major factor in the purchase when consumers are unfamiliar with such products. Brand image, especially the first brand connected with functions and attributes, is the second consideration. For this reason, the manufacturers promote free photographic lessons or experiencing activities to reduce the distance with consumers and enhance the brand identity. This study therefore aims to discuss the relationships among brand image, brand identity, and brand loyalty to digital single lens cameras. With questionnaire survey, owners of digital single lens cameras are studied. The sample data are proceeded Descriptive Statistics, Reliability Analysis, Validity Analysis, Factor Analysis, Regression Analysis, and ANOVA Analysis for exploring the research hypotheses. The research findings show the positive effects of brand image on brand identity and brand identity on brand loyalty, revealing that consumers with higher brand image of digital single lens cameras would affect the brand identity of single lens cameras and further appear the brand loyalty. The useful suggestions are further proposed for businessespreparing their marketing plan.

並列關鍵字

DSLR Cameras ； Brand Loyalty ； Brand Identity ； Brand Image

參考文獻

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