旗艦店對品牌形象影響：以 cama café 為例

The Impact of Flagship Store on Brand Image: A Case Study of cama café

何炳霖(Ping-Ling Ho)

指導教授 ： 陳鴻基

國立臺灣大學/管理學院/商學組/碩士(2020年)

https://doi.org/10.6342/NTU202001498

摘要

cama café 目前擁有超過120家門市，創造出全世界唯一現烘咖啡的連鎖品牌。cama café 除致力於專業、品質優良的產品外，也期許自己能不斷打破框架、創造品牌價值。所以在2018年計劃以旗艦店將咖啡結合文化推廣cama café 「Bean to Cup」的品牌精神，選擇一個讓消費者可以沈浸在五感饗宴的環境之中，以沈浸式的五感體驗，讓消費者在這過程中認識品牌、認同品牌，進而愛這品牌，本研究旨在探討旗艦店對品牌形象的影響，以cama café 為例。
本研究正式問卷採網路問卷，共發出2,156份，經扣除未曾到訪過cama café與旗艦店「CAMA COFFEE ROASTERS豆留森林」的消費者，剩餘約1,867份，有效問卷達87%，但因為模型適配度，所以只採用了1609份。統計分析工具包含信效度、SEM代替因素分析、因素分析、回歸分析、T檢定。經實證分析後，發現旗艦店對於「品牌權益」、「品牌依戀」有正向影響效果，而且去過越多次旗艦店的消費者有越明顯的影響，而且品牌體驗愈高的消費者，隨著旗艦店的造訪次數越多，就越能強化「品牌權益」，所以以品牌權益的構面來看，這代表消費者愈會越認同品牌的理念和產品。

關鍵字

旗艦店 ； 品牌權益 ； 品牌依戀 ； 品牌體驗 ； 品牌忠誠

並列摘要

Cama café currently has more than 120 stores, creating the world's only chain of freshly roasted coffee brands. In addition to dedicating to professional and high-quality coffee products, cama café hopes to continuously break the frame and to create brand value. Therefore, in 2018, cama café planned to promote its brand spirit "Bean to Cup" with newly open flagship store, to associate coffee with culture and to provide an environment where consumers can be immersed in a five-sense feast. Through this process, consumers recognize the brand, identify the brand, then become attached to the brand. This study aims to explore the influence of the flagship store on brand image, taking cama café as an example.
A total of 2,156 online questionnaires were sent out in this study. After subtracting the numbers from consumers who have not visited any cama café shops and flagship store - CAMA COFFEE ROASTERS, 1,867 questionnaires are remaining, the effective rate reaches to 87%. According to the overall model fit, the final data collection yields 1,609 valid copies. Statistical tools include reliability and validity, SEM, factor analysis, regression analysis, and T test. The empirical analysis shows the flagship store has positive effect on brand equity and brand attachment. The consumers who have been to flagship store more times, reveal an even more obvious impact. Their higher brand experience can also intensify the brand equity. In terms of brand equity, this means more consumers will have stronger identification with brand's concepts and products.

並列關鍵字

Flagship Store ； Brand Equity ； Brand Attachment ； Brand Experience ； Brand Loyalty

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