探討品牌形象、通路型態與消費者特性對品牌權益之影響－以女性內衣為例

The Effects of Brand Image, Channel Type and Consumers' Characters on Brand Equity-An Example of Women's Underwear

楊迎春(Y. C. Yang) ； 廖國鋒(G. F. Liaw)

《紡織綜合研究期刊》 19卷2期 (2009/04) Pp. 54-67

https://doi.org/10.6439/TTRJ.200904.0054

摘要

台灣女性內衣市場競爭激烈。由於女性對內衣的品牌忠誠度遠高於外衣，及掌握通路便能創造利潤的事實，促使業者重視品牌形象與通路結構。因此，本研究以女性內衣爲研究對象，由消費者觀點探討品牌形象及通路型態對品牌權益的影響，並以2×2的實驗設計方式，先篩選一百名受訪者，針對台灣較具代表性的內衣品牌進行品牌形象屬性分類與通路型態分析，再依據初步結論，進行大規模的量化問卷探討，藉由操弄品牌形象與通路型態兩個自變數，瞭解其對依變數品牌權益中的品牌知名度、品牌忠誠度、知覺品質與品牌聯想的關係與交互作用，並考量人口統計變數中的消費者特性，以釐清其影響因素。

關鍵字

品牌形象 ； 通路型態 ； 品牌權益

並列摘要

The women's underwear market is hotly competition in Taiwan. Because female care underwear's brand loyalty than coat, and the fact to control the channel is to create the benefit, therefore the proprietors pay attention to brand image and channel structure. So, The study is about women's underwear. We want to know brand image and channel type to brand equity affect by consumer view point. This study takes 2×2 item to be the experiment designs and selects 100 participants. The aim is to classify brand image attribution and channel type analysis for representatives of underwear brands in Taiwan. According to the foregoing conclusion, the study proceeds a large scale of quantification questionnaire. The purpose is to understand the main effect and interactive effects of dependent variables of brand equity in brand awareness, brand loyalty, perceived quality and brand associations by means of control two independent variables of brand image and channel type. And consider consumer's characteristics in population statistics variables in order to clarify influence factors.

並列關鍵字

Brand Image ； channel type ； brand equity