题名

Relational Model on Effect of Enterprise Brand Image on Customers Attitude and Post-Purchase Behavior

并列篇名

企業品牌形象對消費者態度與購後行為之影響關聯模式

作者

吳淑鶯(Shwu-Ing Wu)；陳燕柔(Yen-Jou Chen)

关键词

品牌形象 ； 品牌態度 ； 滿意度 ； 忠誠度 ； 再購意願 ； brand image ； rand attitude ； satisfaction ； loyalty ； repurchase intention

期刊名称

行銷評論

卷期/出版年月

12卷4期（2015 / 12 / 01）

页次

369 - 393

内容语文

英文
中文摘要

隨著全球產業趨勢快速變化、競爭加劇，品牌管理愈形重要。良好的品牌形象可創造產品差異性，建立消費者的偏好與忠誠，更可以為企業累積聲譽，成為競爭優勢的來源。因此如何讓消費者肯定企業的品牌，以誘導其對企業產生正面品牌態度、滿意度及忠誠度進而採取購買行動則是企業更須關切的課題。本研究藉由文獻分析及實證研究來探討消費者對企業功能性形象、象徵性形象及經驗性形象的知覺，以了解其對消費者的態度及購後行為（滿意度、忠誠度及再購意願）的影響，並分析不同構面之間的關係強度以建立結構關係模式。本研究選擇摩斯漢堡為研究的標的企業，以進行實證研究。針對消費者調查後，共回收547份有效問卷，分析結果發現：（1）企業功能性形象及經驗性形象對消費者的品牌態度有顯著正向影響。（2）消費者的品牌態度對滿意度、忠誠度及再購意願皆有顯著正向影響。（3）消費者的滿意度及忠誠度對再購意願有顯著正向影響。故而業者更須重視品牌的功能性及經驗性的形象。
英文摘要

Due to accelerating industry globalization and intensifying competition, brand management has become increasing more important. Better brand management can help create product differentiation, establish customers' preference and loyalty and win good reputation. It has become a source of competition advantages. How to make customers accept enterprise brand, have positive brand attitude and enhance satisfaction and loyalty are concerns of enterprises. This study discusses customer perception of functional image, symbolic image and experiential image of enterprises to understand the effect on the customers' attitude and post-purchase behavior (satisfaction, loyalty and repurchase intention) and analyze strength of relationship between the different dimensions to establish structural relationship. This study selected MOS Burger as the target enterprise for empirical research. A questionnaire survey was conducted and 547 valid samples were retrieved. The results showed that: (1) the enterprise functional and experience image have a significantly positive effect on the customers brand attitude; (2) the customers brand attitude has a significantly positive effect on the satisfaction, loyalty and repurchase intention; (3) the customers satisfaction and loyalty have a significantly positive effect on repurchase intention. Thus, the entrepreneurs should pay more attention to brand functional image and experiential image.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
参考文献
  1. 李建裕(2007)。文化商品品牌形象之研究─鶯歌陶瓷之實證。行銷評論，4(3)，365-390。
    連結：
  2. 林妙雀、李建裕(2010)。吞世代青少年品牌形象及品牌態度之研究─以同儕從眾行為為干擾變數。行銷評論，7(4)，525-556。
    連結：
  3. 林聰哲(2008)。中部地區高爾夫球場服務品質、消費者知覺價值、滿意度與行為意向之研究。管理實務與理論研究，2(4)，196-214。
    連結：
  4. 許銘珊(2009)。消費者體驗行銷、企業形象、消費滿意度與消費忠誠度之相關研究─以錦水溫泉飯店為例。休閒暨觀光產業研究，4(1)，55-67。
    連結：
  5. 黃義俊、潘龍瑞、林玉凡(2008)。綠色品牌定位與綠色購買意願之實證研究─以綠色品牌態度為中介變數。行銷評論，5(3)，371-408。
    連結：
  6. 蔡侊勳、葉焜煌(2012)。體驗行銷與感質力對品牌形象、顧客滿意度與忠誠度的影響：以數位相機為例。行銷評論，9(2)，161-180。
    連結：
  7. Aaker, D. A.(1996).Measuring brand equity across products and markets.California Management Review,38(3),102-120.
  8. Anderson, E. W.,Sullivan, M. W.(1993).The antecedents and consequences of customer satisfaction for firms.Marketing Science,12(2),125-143.
  9. Bagozzi, R. P.,Yi, Y.(1988).On the evaluation of structure equations models.Academic of Marketing Science,16(1),76-94.
  10. Bai, B.,Law, R.,Wen, I.(2008).The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors.International Journal of Hospitality Management,27(3),391-402.
  11. Bennett, R.,Sharyn, R. T.(2002).A comparison of attitudinal loyalty measurement approaches.Journal of Brand Management,9(3),193-207.
  12. Blattberg, R. C.,Neslin, S. A.(1990).Sales Promotion Concepts, Methods, and Strategies.New York:Prentice-Hall.
  13. Bohrnstedt, G. W.(Ed.)Borgatta, E. F.(Ed.)(1981).Social Measurement: Current Issues.CA:Sage Publications.
  14. Brandt, M.(1998).Don't dis your brand.MC Technology Marketing Intelligence,18(1),46-47.
  15. Burton, S.,Lichtenstein, D. R.,Netemeyer, R. G.,Garretson, J. A.(1998).A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates.Journal of The Academy of Marketing Science,26(4),293-306.
  16. Chauduri, A.(1999).Does brand loyalty mediate brand equity outcomes?.Journal of Marketing Theory and Practice,7(2),136-146.
  17. Chen, Y.,Zhang, H.,Qiu, L.(2013).A review on tourist satisfaction of tourism destinations.LISS 2012: Proceedings of 2nd International Conference on Logistics, Informatics and Service Science
  18. Cox, Donald F.(Ed.)(1960).Risk Taking and Information Handling in Consumer Behavior.Boston, MA:Harvard Business Press.
  19. Cretu, A. E.,Brodie, R. J.(2007).The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective.Industrial Marketing Management,36(2),230-240.
  20. Curtis, T.,Abratt, R.,Dion, P.,Rhoades, D.(2011).Customer satisfaction, loyalty and repurchase: Some evidence from apparel consumers.Review of Business,32(1),47-57.
  21. Curtis, T.,Abratt, R.,Rhoades, D.,Dion, P.(2011).Customer loyalty, repurchase and satisfaction: A meta-analytical review.Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior,24,1-26.
  22. Dimitriades, Z. S.(2006).Customer satisfaction, loyalty and commitment in service organizations.Management Research News,29(12),782-800.
  23. Dodds, W. B.,Monroe, K. B.,Grewal, D.(1991).Effects of price, brand, and store information on buyers' product evaluations.Journal of Marketing Research,28(3),307-319.
  24. Farr, A.,Hollis, N.(1997).What do you want your brand to be when it grows up? Big and strong?.Journal of Advertising Research,37(6),23-36.
  25. Fay, C. J.(1994).Royalties from loyalties.Journal of Business Strategy,15(2),47-51.
  26. Fornell, C.(1992).A national customer satisfaction barometer: The Swedish experience.Journal of Marketing,56(1),6-21.
  27. Fournier, S.(1998).Consumers and their brands: developing relationship theory in consumer research.Journal of Consumer Research,24(4),343-373.
  28. Gardner, B. B.,Levy, S. J.(1955).The product and the brand.Harvard Business Review,33(2),33-39.
  29. Gaski, J. F.,Nevin, J. R.(1985).The differential effects of exercised and unexercised power sources in a marketing channel.Journal of Marketing Research,22(2),130-142.
  30. Goodman, J.(1989).The nature of customer satisfaction.Quality Progress,22(2),37-40.
  31. Gounaris, S.,Stathakopoulos, V.(2004).Antecedents and consequences of brand loyalty: An empirical study.Journal of Brand Management,11(4),283-306.
  32. Grewal, D.,Krishnan, R. R.,Baker, J.,Borin, N.(1998).The effects of store name, brand name and price discounts on consumers' evaluations and purchase intentions.Journal of Retailing,74(3),331-352.
  33. He, Y.,Chan, L. K.,Tse, S. K.(2008).From consumer satisfaction to repurchase intention: The role of price tolerance in a competitive service market.Total Quality Management & Business Excellence,19(9),949-961.
  34. Howard, J. A.(1994).Buyer Behavior in Marketing Strategy.Prentice-Hall, Inc.
  35. Hutabarat, P.,Gayatri, G.(2014).The influence of sponsor-event congruence in sponsorship of music festival.South East Asian Journal of Management,8(1),47-64.
  36. Jacoby, J.,Kyner, D. B.(1973).Brand loyalty vs. repeat purchasing behavior.Journal of Marketing Research,10(1),1-9.
  37. Jamal, A.,Goode, M.(2001).Consumers' product evaluation: A study of the primary evaluative criteria in the precious jewellery market in the UK.Journal of Consumer Behaviour,1(2),140-155.
  38. Joewono, T. B.,Kubota, H.(2007).User satisfaction with paratransit in competition with motorization in Indonesia: anticipation of future implications.Transportation,34(3),337-354.
  39. Jones, T. O.,Sasser, W. E.(1995).Putting the service-profit chain to work.Harvard Business Review,72(2),164-175.
  40. Joreskog, K. G.,Sorbom, D.(1989).LISREL 7 User's Reference Guide.Chicago:Scientific Software.
  41. Kaiser, H. F.(1958).The varimax criterion for analysis rotation in factor analysis.Psychometrika,23(3),187-200.
  42. Kamins, M. A.,Marks, L. J.(1991).The perception of kosher as a third party certification claim in advertising for familiar and unfamiliar brands.Journal of The Academy of Marketing Science,19(3),177-185.
  43. Kerlinger, F. N.(1978).Foundation of Behavioral Research.NY:McGraw-Hill.
  44. Ko, W. H.,Chiu, C. P.(2008).The relationships between brand attitude, customers' satisfaction and revisiting intentions of the university students-A case study of coffee chain stores in Taiwan.Journal of Foodservice Business Research,11(1),79-95.
  45. Kotler, P.(1999).Marketing management.NJ:Prentice-Hall International Inc.
  46. Kotler, P.(2000).Future Markets.Executive Excellence,17(2),6.
  47. Kotler, P.(1996).Marketing Management-An Asian Perspective.Singapore:Prentice-Hall.
  48. Kotler, P.,Keller, K. L.(2008).Marketing Management.NJ:Prentice-Hall Inc.
  49. Laroche, M.,Kim, C.,Zhou, L.(1996).Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context.Journal of Business Research,37(2),115-120.
  50. Muller, W.(1991).Gaining competitive advantage through customer satisfaction.European Management Journal,9(2),201-211.
  51. Neal, W. D.(1999).Satisfaction is nice, but value drives loyalty.Marketing Research,11(1),21-23.
  52. Neal, W. D.(2000).When measuring loyalty satisfactorily, don't measure CS.Marketing News,34(13),19.
  53. Newell, F.(2000).Loyalty.com: Customer Relationship Management in the New Era of Internet Marketing.McGraw-Hill.
  54. Nunnally, J. C.(1978).Psychometric Theory.NY:Mcgraw-Hill.
  55. Oliver, R. L.(1999).Whence consumer loyalty?.Journal of Marketing,63(4),33-44.
  56. Oliver, R. L.(1980).A cognitive model of the antecedents and consequences of satisfaction decisions.Journal of Marketing Research,17(4),460-469.
  57. Park, C.,Jaworski, B. J.,Maclnnis, D. J.(1986).Strategic brand concept-image management.Journal of Marketing,50(4),135-145.
  58. Priester, J. R.,Godek, J.,Nayakankuppum, D. J.,Park, K.(2004).Brand congruity and comparative advertising: When and why comparative advertisements lead to greater elaboration.Journal of Consumer Psychology,14(1/2),115-123.
  59. Randall, G.(1997).A Practical Guide to Branding.New York:The Free Press.
  60. Reichheld, F. F.(1996).The loyalty Effect: The Hidden Force Behind Growth, Profit and Lasting Value.Boston:Harvard Business School Press.
  61. Reichheld, F. F.,Sasser, W., Jr.(1990).Zero defections: Quality comes to services.Harvard Business Review,68(5),105-111.
  62. Reynolds, T. J.,Gutman, J.(1984).Advertising is image management.Journal of Advertising Research,24(1),27-37.
  63. Robertson, T. S.(1970).Consumer Behavior.Glenview Illinois:Scott-Foresman and Company.
  64. Romaniuk, J.,Sharp, B.(2003).Measuring brand perceptions: Testing quantity and quality.Journal of Targeting, Measurement & Analysis For Marketing,11(3),218-229.
  65. Schiffman, L .G.,Kanuk, L. L.(2000).Consumer Behavior.Upper Saddle River, NJ:Prentice Hall.
  66. Taylor, S. A.,Hunter, G.(2014).An exploratory investigation into the antecedents of satisfaction, brand attitude, and loyalty within the (B2B) eCRM industry.Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior,24,24-42.
  67. Udo, G. J.,Bagchi, K. K.,Kirs, P. J.(2010).An assessment of customers' e-service quality perception, satisfaction and intention.International Journal of Information Management,30(6),481-492.
  68. Wilkie, W.(1986).Consumer Behavior.New York:John Wiley and Sons. Inc.
  69. Woodruff, R. B.,Cadotte, E. R.,Jenkins, R. L.(1983).Modeling consumer satisfaction processes using experience-based norms.Journal of Marketing Research,20(3),296-304.
  70. Woodside, A. G.,Frey, L. L.,Daly, R.(1989).Linking service quality, customer satisfaction, and behavioral intention.Journal of Health Care Marketing,9(4),5-17.
  71. Zeithaml, V. A.(1988).Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence.Journal of Marketing,52(3),2-22.
  72. 朱延智(2010)。品牌管理。臺北市:五南圖書出版股份有限公司。
  73. 花千惠、胡凱傑(2014)。奢侈品品牌形象、奢侈品價值與品牌態度對消費者購買意圖之影響。行銷與流通管理。第17 屆科際整合管理研討會
  74. 劉鳳軍、王鏐瑩(2009)。品牌形象對顧客品牌態度的影響研究。科學決策，1，67-74。
被引用次数
  1. 劉嘉麒、朱永蕙(2017)。品牌形象、服務品質對顧客滿意度、口碑與再購意願影響之研究－以夏慕尼新香榭鐵板燒為例。休閒產業管理學刊，10(2)，29-51。
  2. 謝英俊、劉嘉麒、朱永蕙(2016)。C-Bike消費動機、涉入、滿意度與再購意願之關係。休閒產業管理學刊，9(2)，23-48。
  3. 朱永蕙(2018)。轉換成本與服務涉入對過度服務、知覺價值與再購意願間干擾效果之研究－以海底撈餐廳為例。休憩管理研究，5(1)，1-24。
print cancel