現代人消費習慣的改變造就了市面上知名品牌的出現,因此也讓許多品牌業者注意到這與消費者之間互相溝通的橋梁,本研究從品牌關係、品牌權益與消費者行為之相關文獻中推論品牌關係與消費者行為應該具有關係,並由此發展出品牌關係、品牌權益對消費者行為之中介效果的理論架構與相關研究假設,研究假設1:品牌關係對消費者行為有正向的影響;研究假設2:品牌關係對品牌權益有正向的影響;研究假設3:品牌權益對消費者行為有正向的影響;研究假設4:品牌權益對品牌關係與消費者行為具有中介效果。研究結果驗證了研究假設1至研究假設4的假設,由其在研究假設4的部分更能清楚知道,品牌權益在品牌關係與消費者行為之間具有顯著的中介效果。
The modern consumer habits change created the emergence of well-known brands on the market, and therefore so many brand owners to note that communicate with each other as a bridge between the consumer, the research from brand relationships, brand equity and consumer behavior literature Corollary brand relationship with consumers behavior should have a relationship, and thus the development of a brand relationship, the theoretical framework of brand equity mediates the effect of consumer behavior research hypothesis, hypothesis 1: brand relationship has a positive impact on consumer behavior; study hypothesis 2: brand relationship on brand equity has a positive influence; research hypothesis 3: brand equity has a positive impact on consumer behavior; research hypothesis 4: brand equity of the brand relationship with the consumer behavior has mediating effect.The study results demonstrate the Research hypothesis 1 to study the assumptions of hypothesis 4, part of Hypothesis 4 by its research more clearly know the brand equity in the brand relationship with the consumer behavior has a significant mediating effect.