品牌形象、品牌關係與消費者忠誠度之關係研究
-以台南市連鎖飲料店為例

本研究目的主要在探討台南連鎖飲料店的品牌形象、品牌關係與消費者忠誠度之間的關聯性，研究樣本為台南連鎖飲料店有消費經驗的消費族群，透過網路問卷190份與紙本問卷262份共獲得正式問卷422份的調查結果進行分析。樣本分析運用專業統計軟體SPSS作為該研究的分析工具，調查資料以敘述性統計分析、獨立樣本T檢定、單因子變異數分析、Pearson積差相關分析、迴歸分析等統計方法分析整理。研究結果發現：1.品牌形象對消費者忠誠度有顯著正向影響效果；2.品牌形象對品牌關係有顯著正向影響效果；3.品牌關係對消費者忠誠度有顯著正向影響效果；4.品牌關係對品牌形象與消費者忠誠度有顯著中介影響效果。顯見，消費者忠誠度會受到品牌形象、品牌關係所影響。因此本研究建議業者應強化品牌形象、品牌關係、藉以提高消費者忠誠度。

關鍵字

品牌形象、品牌關係、消費者忠誠度

並列摘要

The purpose of this research is to explore the correlation between the brand image, brand relationship and consumer loyalty of beverage stores chains in Tainan; research samples are accumulated from experienced consumers of beverage store chains of. Research data are based on 190 online questionnaires and 262 physical questionnaires, total of 422 valid samples.SPSS analytical software utilized for the study, data sorted methods: descriptive statistical analysis, independent sample T test, single factor variance analysis, Pearson product difference correlation analysis, and regression analysis.The study found: 1. Brand image has a significant positive effect on consumer loyalty; 2. Brand image has a significant positive effect on brand relationship; 3. Brand relationship has a significant positive effect on consumer loyalty; 4. Brand relationship has a significant intermediary effect on brand image and consumer loyalty. Obviously, consumer loyalty will be affected by brand image and brand relationship. Therefore, this study suggests that the industry should strengthen brand image, brand relationship to improve consumer loyalty.

並列關鍵字

brand image, brand relationship, consumer loyalty

參考文獻

Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical consideration. Journal of Personality and Social Psychology, 51(6), 1173-1182.

一、中文部分