品牌聯想、品牌忠誠度與顧客回應間關係之研究－以球鞋產品為例

A STUDY ON THE RELATIONSHIP AMONG BRAND ASSOCIATIONS, BRAND LOYALTY, AND CONSUMER RESPONSE－WITH SPORTS SHOES AS AN EXAMPLE

劉育獅(Yu-Shr Liou)

指導教授 ： 林南宏

大同大學/經營設計學院/事業經營學系所/碩士(2004年)

摘要

現今消費產品市場的競爭日益激烈，廠商競爭成本不斷提升，行銷成本也越來越昂貴，造成消費市場上的競爭有部份重點移轉至品牌策略的選擇，有越來越多的廠商增加他們在品牌的創造和發展上的投資，期望能以品牌上的投資得到更大的綜效。因此，品牌確實是企業維持生存與成長的關鍵策略之一，因為產品差異化愈來愈小，光靠優越的產品是無法致勝的。而現今的大學生消費能力驚人，舉凡電腦、球鞋、背包、服飾…等等，花費極大，加以品牌風潮蔚為流行，大學生在購物時,無不以品牌作為考量依據，而其中球鞋對於大學生更是成為生活必買品之一，加以運動風氣盛行，球類明星代言各種品牌，使得選購球鞋對於大學生來說更是一門學問。因此，本研究以購買球鞋產品為例；台北地區的大學生為研究對象，希望藉此了解品牌聯想、品牌忠誠度與顧客回應間的關係。
本研究問卷於93年1 月12 日正式發送，共發出400 份問卷，經過一個月後，共回收361 份，回收率約92.56%，其中無效問卷53 份，有效問卷308 份，有效問卷回收率約85.31%。根據實證研究結果，可以得到下列三點結論:
1、本研究顯示大學生之品牌聯想對於顧客回應與品牌忠誠度之間都有正向的
關係，而在品牌忠誠度對於顧客回應上亦有正向的關係存在。且根據本研究之最佳配適與路徑分析效果，品牌聯想對於顧客回應的影響效果大於品牌忠誠度的影響效果。
2、在品牌聯想的四個構面對於顧客回應的影響上，保證、個人認可、社會認可和地位，對於顧客回應具有正向的影響，其中以保證的影響程度最大，其後依序是地位、個人認可、及社會認可。
3、在品牌聯想的四個構面對於品牌忠誠度的影響上，也同樣發現，保證、個
人認可、社會認可和地位，對於品牌忠誠度具有正向的影響，其中以個人認可的影響程度最大，其後依序是保證、社會認可與地位。
綜上所述，品牌聯想、顧客回應和品牌忠誠度間彼此影響，而當競爭者創新和獲取產品競爭優勢時，增強品牌聯想與品牌忠誠度，對顧客回應─價格溢酬、購買品牌延伸產品、口碑推薦─尤其重要。所以創造品牌聯想有助於建立一個強勢的品牌，在與其他競爭品牌的商品形成差異上，它是一個成功的策略。它提供了一定的競爭優勢，創造了競爭障礙，這些是在短期內是無法被建立或破壞的，但是可以長期透過良好的行銷投資來創造，對公司來說，是一個有價值的資產。

關鍵字

顧客回應 ； 品牌聯想

並列摘要

Today, because of the bruising competition in the consumer product market, the competitive cost continuously increases and the marketing cost is also on the raise. These causing the consequence that the competition in consumer product market partly transfers the focus to brand choice strategy and more and more firms increase their investment on creating and developing a brand to expect higher synergy. As a result, the brand really is one of the key points to struggle for existence and growth because product differentiation is decreasing; meanwhile, the firms solely depending on their products may fail. Nowadays, college students’ buying power, for example, a computer, sports shoes, knapsack, clothes, etc., is very astonishing. It is taken for granted that their expenditure is very enormous. Since the fashion of pursuing brands, college students usually purchase their stuffs on the basis of brands. Of all the products, sports shoes are one of daily necessities. Additionally, because the athletic climate is prevailing and many sport stars are invited to be spokesmen, purchasing sports shoes seems to have become a branch of study for them. Thus, in this research, this student takes sports shoes as the demonstrative product and the subject sample is college students to explore the relation among brand associations, brand loyalty, and consumer response.
Administered from January 1 through January 31, 2004, college students of two major universities in Taipei city were selected to be the customers of sports shoes. After one month, the researcher obtained 308 valid questionnaires from 400 released ones. The response percentage is 92.56% and the valid rate is 85.31%. According to statistical analyses, a detailed description of the analytical results to verify each hypothesis is given below.
1. The research shows that brand associations have positively influenced brand loyalty and consumer response. And, there is a positive relationship between brand loyalty and consumer response. In addition, according to the results of the best fitting model and path effect analysis, this study finds that the impact of the relationship on brand association on consumer response is bigger than that of brand loyalty.
2. For the effect of four brand associations factors, guarantee shows the highest unique impact on consumer response, following by the order of highest to lowest: status, personal identification, and social identification.
3. For the effect of four brand associations factors, personal identification shows the highest unique impact on brand loyalty, following the order from the highest to the lowest: guarantee, social identification, and status.
In a word, brand associations, consumer response, and brand loyalty influence each other. Enhanced brand associations and brand loyalty are especially important in consumer response when competitors innovate and obtain product advantages.
Thus, creating brand associations helps building a strong brand, which is a successful strategy for differentiating a product from competing brands. Brand associations provide sustainable competitive advantages because they create meaningful competitive barriers. Brand associations cannot be either built or destroyed in the short run but can be created only in the long run through carefully designed marketing investments. Thus, brand associations are durable and sustainable, and a product with strong brand associations is a valuable asset to a firm.

並列關鍵字

brand associations ； consumer response

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