Aaker消費者品牌權益量表之實證研究

An Empirical Study of Aaker' Consumer Brand Equity Scale

李豪(Ho Lee) ； 黃孟慧(Meng-Huei Huang) ； 張家銘(Chia-Ming Chang)

《休閒暨觀光產業研究》 4卷2期 (2009/10) Pp. 96-111

https://doi.org/10.6158/JLTIR.200910_4(2).0007

摘要

本研究主要目的在驗證Aaker(1991)提出的消費者品牌權益量表，以台灣啤酒籃球隊球迷進行問卷施測，第一組200個有效樣本，進行量表之項目分析、探所性因素分析及Cronbach's α信度分析，結果顯示本量表出量表具有良好的因素效度與內部一致性信度。第二組488個有效樣本以採驗證性因素分析，結果顯示品牌權益量表通過模式外在品質檢定，整體模式適配指標：GFI=0.92、SRMR=0.08、RMSEA=0.04、CFI=0.99、NNFI=0.98、PNFI=0.79、CN=185.60、χ^2/df=4.11.，顯示具良好之建構效度。在模式內在適配檢定上，整體品牌權益量表之組合信度值為0.93，亦顯示具有良好信度。綜合分析結果，品牌權益量表具有良好信度與效度，可作為有效衡量台灣啤酒籃球隊品牌權益之工具。

關鍵字

品牌權益 ； 台灣啤酒籃球隊 ； 信度 ； 效度

並列摘要

The purpose of this study was to verify a scale of Aaker' Consumer Brand Equity Scale for Taiwan Beer Basketball Team. Questionnaire survey was used to collect data, first group sampling have 200 valid questionnaires were obtained and the analysis by item analysis, exploratory factor analysis and Cronbach's αreliability. The results of the analysis showed that the scale of has good the factorial validity and internal consistency reliability. Second group sampling have 488 valid questionnaires were obtained and the analysis by confirmatory factor analysis. The results of the analysis, showed that the scale of has passed the extrinsic quality test with the following overall fit measures: GFI=0.92、SRMR=0.08、RMSEA=0.04、CFI=0.99、NNFI=0.98、PNFI=0.79、CN=185.60、χ^2/df=4.11. Concerning the test of the intrinsic fit measures of the model, from the composite reliability 0.93, it's shown that the reliability was quite well. All results were shown: the scale of Aaker' Consumer Brand Equity with good validity and reliability was used as instrument to measure consumer brand equity for Taiwan Beer Basketball Team.

並列關鍵字

brand equity ； Taiwan Beer Basketball Team ； validity ； reliability

參考文獻

Aaker, D. A.(1991).Managing brand equity.New York:Free Press.

Aaker, D. A.(1991).Managing brand equity.New York:Free Press.

Bagozzi, R. P,Yi, Y.(1988).On the evaluation of structural equation models.Academic of Marketing Science.16,74-94.

Bagozzi, R. P,Yi, Y.(1988).On the evaluation of structural equation models.Academic of Marketing Science.16,74-94.

Barwise, P.(1993).Introduction to the special issue on brand equity.International Journal of Research in Marketing.10(1),93-104.