休閒事業品牌聯想對品牌關係品質影響之研究

The Impact of Brand Association on Brand Relationship Quality on Leisure Industries

陳良進(Liang-Chin Chen)

《國立虎尾科技大學學報》 28卷1期 (2009/03) Pp. 99-112

https://doi.org/10.6425/JNHUST.200903.0099

摘要

品牌知識的學習與建構對企業具有許多啟發意涵，它是消費者體驗企業的產品或服務後產生的一種對企業整體品質的聯想，從休閒事業品牌聯想的角度而言，可分類爲組織聯想和產品聯想，其中組織聯想又包括公司象徵與公司性格的聯想，產品聯想則涵括產品體驗與產品功能的聯想。本研究的目的在驗證休閒事業品牌聯想線索的類型、強度、偏好與獨特性等的差異對品牌關係品質的影響效果。先回顧相關文獻，並導出四個假設，再運用內容分析法與實驗設計方法來蒐集並實證本研究假設。本研究發現消費者對品牌聯想類型線索數量越多的品牌聯想具有越高的品牌關係品質，其次爲消費者在選擇休閒事業會有不同之偏好，最後顧客體驗休閒遊憩後對品牌聯想強度及品牌關係品質均呈現顯著的正相關。

關鍵字

品牌聯想 ； 品牌關係品質 ； 休閒事業

並列摘要

The brand association is divided into organizational association and product association. One is organizational association including corporate symbol associations and corporate personality associations. The other is product association including product experiences associations and product functional associations. The purposes of this study attempt to examine the relationship between brand association and brand relationship. An empirical study measures the numbers of association, deriving from free association. The results are the same as that using the favorable association. We also found that the number of brand association and total association have a significant relationship with brand relationship. In addition, we found the core of the brand association, instead of total associations. The greater the number of the core brand association, the higher the brand relationship. Brand relationship occurs when the consumer is familiar with the brand and holds some satisfaction, trust, commitment can have a greater influence on brand relationship.

並列關鍵字

Brand Association ； Brand Relationship Quality ； Leisure Industries

參考文獻

蔡瑤昇、廖森貴、石柏洲(2004)。品牌對消費者的態度與行為量表之建構。行銷評論。1(1)，37-52。

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