Revealing the Compositions of Brand Loyalty

揭示品牌忠誠度的組成要素

林建安(Chien-An Lin)

《經營管理論叢》 2007特刊 (2007/12) Pp. 169-199

https://doi.org/10.6872/OMR.200712/SP.0009

摘要

The primary objective of this study was to verify whether the underlying structure of brand loyalty consists of behavioral, attitudinal, and composite brand loyalty. Two stages of research design were employed to gather data from mobile phone users in the study, including the pre-test to gain insight and to purify measurement of brand loyalty by applying Exploratory Factor Analysis (EFA), and the main study to confirm the underlying structure of brand loyalty by applying Confirmatory Factor Analysis (CFA). This study found that the existence of the multidimensional construct of brand loyalty was confirmed, and that the multidimensional construct unquestionably consists of three distinct dimensions: behavioral brand loyalty, attitudinal brand loyalty, and composite brand loyalty. In other words, the existence of composite brand loyalty revealed a third unique dimension of brand loyalty distinguished from behavioral brand loyalty and attitudinal brand loyalty.

關鍵字

behavioral brand loyalty ； attitudinal brand loyalty ； composite brand loyalty

並列摘要

此研究的目的是要確認是否品牌忠誠度有包含行為性、態度性、及複合性品牌忠誠度。兩階段的研究設計主要是用來收集手機使用者的資料，包含前測是用探索性因素分析(EFA)來深度探討及縮減品牌忠誠度的測量項目，以及主研究是用確認性因素分析(CFA)來確認品牌忠誠度的潛在結構。此研究確認品牌忠誠度具有多構面的結構，並且包含行為性、態度性、及複合性品牌忠誠度。換句話說，複合性品牌忠誠度的存在揭露了一個與行為性及態度性品牌忠誠度截然不同的第三獨特構面。

並列關鍵字

行為性品牌忠誠度 ； 態度性品牌忠誠度 ； 複合性品牌忠誠度