题名

品牌契合度對品牌評價、品牌認同及購買意圖之影響－以中華職棒廣告贊助廠商為例

并列篇名

The Influences of Brand Fit on Brand Valuation, Brand Identity, and Purchase Intentions: Using the Advertising Sponsor of the Chinese Professional Baseball League as Example

作者

陳欽雨(Chin-Yeu Chen)；張書豪(Shu-Hao Chang)；吳三榮(Sang-Rong Wu)

关键词

品牌契合度 ； 品牌評價 ； 品牌認同 ； 購買意圖 ； brand fit ； brand evaluation ； brand identity ； purchase intentions

期刊名称

行銷評論

卷期/出版年月

14卷2期（2017 / 06 / 01）

页次

137 - 161

内容语文

繁體中文
中文摘要

本研究探討品牌契合度，對品牌評價、品牌認同與購買意圖之影響。以中華職棒為研究對象，蒐集了503份有效問卷。利用結構方程模式檢定研究假說，研究發現品牌契合度對品牌評價與品牌認同具有顯著的正向影響，同時品牌評價、品牌認同對購買意圖具有顯著的正向影響，並在品牌契合度對購買意圖的影響中具有部分中介效果。最後根據實證結果提出管理意涵，以作為實務參考與後續研究建議。
英文摘要

This study explores the effects of brand fit on brand valuation, brand identity, and purchase intention by selecting the Chinese Professional Baseball League as its research object and collecting 503 valid samples. Structural equation modeling is used to test the hypotheses. The results indicate that brand fit has significant positive effects on brand valuation and brand identity. Moreover, brand valuation and brand identity have significant positive effects on purchase intention, and brand valuation and brand identity have partial mediating effects on brand fit and purchase intention. Finally, this paper discusses managerial implications and proposes suggestions for practitioners and further research.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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