負面消息對於品牌熱愛、品牌信任與品牌忠誠之影響

The Influence of Negative Information about Brand Love, Brand Trust, Brand Loyalty.

吳昆龍(Kun-lung Wu)

指導教授 ： 李小梅

國立中央大學/管理學院/資訊管理學系/碩士(2007年)

摘要

品牌，是行銷的核心。在激烈的競爭市場中，消費者有眾多的同類競爭產品可供選擇，企業取得成功的唯一機會是要在顧客的意識中深深地根植品牌的印象。在售後服務方面，Apple 的產品對於台灣消費者一直很不友善以及SONY 的產品高價定位，卻還是讓消費者對 SONY 的產品趨之若騖，這就是品牌熱愛的成功之處。因此若能對於品牌熱愛有充分的瞭解與認知，將可以幫助台灣企業建立成功的品牌，在激烈的市場中勝出。
本研究以Carroll and Ahuvia (2006)針對品牌熱愛的研究模型為基礎，探討影響品牌熱愛的因素，並瞭解其對品牌忠誠度，以及對正面口碑的影響。另參考Chaudhuri and Holbrook(2001)的品牌信任研究，利用品牌信任作為滿意度以及忠誠度的中介因素，並探討其對於溢價購買的影響。並驗證Aaker et al. (2004)研究所指出，當負面消息產生時，消費者與品牌之間的關係強度的關係。
本研究針對曾使用過Apple iPod、Apple NB、SONY PSP、SONY VAIO的消費者做研究，透過網路問卷為媒介，在享樂性產品方面，回收問卷共273份，有效問卷262份；實用性產品方面，回收問卷166份，有效問卷共計 142份。使用SPSS與AMOS進行相關統計分析以及結構方程模式驗證，得到的實證結果如下：

一、「自我表現品牌」對於形成消費者「品牌熱愛」皆有正向且顯著的影響，而且享樂性產品與實用性產品皆擁有品牌熱愛的現象。
二、「品牌熱愛」對於形成「正面口碑」有正向且顯著的影響；「品牌忠誠」也對於產生消費者「溢價購買」行為有正向且顯著的影響。
三、無論在享樂性產品或是實用性產品，「品牌熱愛」對於「品牌忠誠」的解釋力皆大於「品牌信任」對於「品牌忠誠」的解釋力。
四、當產生負面消息時，品牌熱愛與品牌信任皆可以降低其影響，但不同的是，品牌熱愛可以降低負面消息對於享樂性產品品牌忠誠的影響，而品牌信任可以降低負面消息對於實用性產品品牌忠誠的影響。
五、依據Baron and Kenny(1986)的做法，本研究亦驗證了品牌信任的確為滿意度與品牌忠誠的中介變項。

關鍵字

愛情理論 ； 品牌熱愛 ； 品牌信任 ； 品牌忠誠

並列摘要

Brand name recognition and loyalty or ‘branding’ is at the core of marketing. In a competitive market the consumer will have many similar products from which to choose. The only way to win the customer is to enhance the brand image in the customer’s mind. For example some Taiwan consumers still love Apple and SONY products, although Apple’s “Product Service” is almost nonexistent and SONY’s products are always high priced. These are examples of successful brand love. If we can understand this brand love, we should be able to help enterprises in Taiwan build successful brand names and win a larger potion of the market share.
The model used in this study is based on Carroll and Ahuvia’s (2006) brand love model. There are some antecedents to brand love such as brand loyalty and positive word of mouth. We also refer to the research of Chaudhuri and Holbrook (2001) who discuss brand trust. They suggest that brand trust is the mediator of satisfaction and brand loyalty, and has positive affect on the price premium. Finally we also discuss the negative influence that negative information has on the consumer and the brand. Information for this study was gathered by internet questionnaire, from consumers who used the Apple iPod, Apple NB, SONY PSP, or SONY VAIO. Out of 273 questionnaires received for recreational products, 262 were useable, out of 166
questionnaires related to utilitarian products, 142 were useable. The statistical analysis was done using the Structural Equation Model (SEM) of SPSS and AMOS. The
results obtained from correlative statistical analysis and model verification are summarized as follows:
1.“Self-expression branding” has a positive and significant influence on “brand love” a phenomenon shared for both recreational and utilitarian products.
2.“Brand love” has a positive and significant influence on “positive word of mouth”, and “Brand loyalty” has positive and significant influence on the “price premium”.
3. For both entertainment and utilitarian products, the R2 of “brand love” is bigger than “brand trust”.
4. Negative information act to lessen the influence of brand love and brand trust. On the one hand, brand love can lessen the influence for recreational products, while brand trust can decrease the influence for utilitarian products.
5. According to the method of Baron and Kenny (1996), we prove that brand trust is truly the mediator of satisfaction and brand loyalty.

並列關鍵字

Theory of Love ； Brand Loyalty ； Brand Love ； Brand Trust

參考文獻

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