品牌價值鏈之研究－以行動電話為例

A Study on Brand Value Chain － An Example of Mobile Phone

劉昭聖(Chao-Sheng Liu)

指導教授 ： 李月華 ； 劉燦樑

淡江大學/管理學院/企業管理學系碩士班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.01040

摘要

目前行動電話在台灣市場的普及率相當高，因此行動電話的品牌廠商如何運用行銷活動來建立其品牌權益，使消費者能在換購手機時將其品牌置於首要考量，進而產生持續購買的品牌忠誠行為，對於行動電話品牌廠商而言，此為一個重要的課題。過去的研究多著重在於行銷活動如何建立品牌權益的方面，或者是品牌權益與品牌忠誠度之間關係的探討，而缺乏一個整合性架構的研究，因此誘發本研究尋求一個整合性架構探討的研究動機。
　　本研究以Keller所提出的品牌價值鏈（Brand Value Chain）作為研究架構發展的藍本，並於台北市的中心商業區採取便利抽樣法來進行調查，再進行驗證分析，研究結果如下：
1.證實行動電話產業存在行銷活動影響品牌知識，再影響品牌忠誠度的鏈狀關係。
2.廣告對品牌知曉度、品牌形象、知覺品質有顯著的影響。
3.價格對品牌形象、知覺品質有顯著的影響。
4.通路對品牌知曉度有顯著的影響。
5.品牌形象對品牌忠誠度有顯著的影響。
6.知覺品質對品牌忠誠度有顯著的影響。
7.高產品知識族群較重視行銷活動與品牌知識。

關鍵字

品牌價值鏈 ； 品牌知識 ； 品牌權益 ； 品牌忠誠度 ； 行動電話

並列摘要

Currently, mobile phone is popular in Taiwan Market. Therefore, it is an important issue for mobile phone brand firm to use marketing activities to build up brand equity. It can let consumer take its brand as priority when consumer purchases it. In addition, it can lead brand loyal behavior to sustained purchase the same brand. Past study stresses on how to use marketing activities to build up brand equity, or to explore the relationship between brand equity and brand loyalty. However, lack of a study with an integrated structure makes a research motivation for my study to find one.
The structure of my study is based on Keller’s Brand Value Chain. I employed convenience sampling in the business district of Taipei followed by a confirmatory analysis. My study results are as follows.
1.My study confirms that there exists a chain relationship in mobile phone industry that marketing activities affect brand knowledge, and making an impact on brand loyalty.
2.Advertisement has significant effect toward brand awareness, brand image, and perceived quality.
3.Price has significant effect toward brand image and perceived quality.
4.Place has significant effect toward brand awareness.
5.Brand image has significant effect toward brand loyalty.
6.Perceived quality has significant effect toward brand loyalty.
7.High product knowledge group pays much attention to marketing activities and brand knowledge.

並列關鍵字

Brand Value Chain ； Brand Knowledge ； Brand Equity ； Brand Loyalty ； Mobile Phone

參考文獻

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