品牌形象與品牌忠誠度之關係探討－以遠雄建設入口網站為例

The Relationship Exploration among Brand Image and Brand Royalty by Farglory Land Development Entry Websites

陳銘薰 ； 許耀仁

《資訊管理學術與實務研討會論文集》 2006年 (2006/05) Pp. 42-56

https://doi.org/10.29542/ZXGL.200605.0042

摘要

在這廣告充斥及資訊爆炸時代，企業如何在眾多同質性商品脫穎而出，進而獲得消費者青睞，良好品牌的形象及建立，往往是企業擁有長期競爭優勢及優沃獲利保證。優越品牌確實能夠作為公司無形長期資產，並將其產品賦予更高之潛在價值，同時消費者將其品牌視為產品品質保證及購買參考依據，以降低購買時所需付出之時間及勞力，並進而鞏固消費者對該品牌之忠誠度，增加其他現有或潛在競爭廠商進入障礙。
針對此一議題，本研究以遠雄建設品牌為例，採用便利抽樣法及線性結構方程式來探討與驗證本模型與假說，品牌形象採用 Keller(1993)、Lanza(2001)、郝靜宜(1998)及陳振遂(1996)等之功能性、象徵性及經驗性構面等題項為主，而品牌忠誠度則以鄭仁偉(2000)、Judith(2002)構面題項為主；旨在探討消費者對於該建商品牌形象及忠誠度間關聯性為何。本研究結果發現：(1)該品牌形象之象徵性形象部份會在品牌忠誠度上有顯著正向影響；(2)該品牌形象之經驗性形象部份會在品牌忠誠度上影響結果是不顯著。

關鍵字

品牌形象 ； 品牌忠誠度 ； 結構方程式

並列摘要

During the period time of high density of the advertisement and infomrtion. How the firm's products to break throuth among so many competitive products, and earn comsumer's trust. The well known brand image and establishment is profit gurantee while the firm own the long-term competition. Superior brand image could transform to the enterprise's invisible long-term assets and offer higher pontential value of it's products. Regard it's brand as the quality of the products and ensure an buy consuming at the same time to reduce buy and pay time as well as labour necessarily and then consolidate the loyalty to this brand of consumer. Increase other to have now or potential firm's entry barrier.
According to this issue, this article takes the Farglory Land Development as an example. Adopt convenient to sample and the SEM explore and prove the model and Hyposis. Brand image's question of the construct about the functional, symbolic and experienced representatives are Keller (1993), Lanza (2001), Chin-ie Hao (1998) and Cheng-thiue Chang (1996). Mean while Brand loyalty's question of the contrust representatives are Thung-Wei Cheng (2000) and Judith (2002). This article's issue is in order to explore the relationship exploration among brand image and brand royalty by the constructor. The main research conclusion are first, the brand image of the symbolic construct is positive influence about the brand loyalty, second the brand image of the experienced construct is insignificant influence about the brand loyalty.

並列關鍵字

brand image ； brand loyalty ； SEM