以結構方程模式探討品牌形象、知覺價值、品牌忠誠度的相關性－以CITY CAFÉ為例

Using Structure Equation Modeling to Investigate the relationships of Brand Image, Perceived Value and Brand Loyalty: A Case Study of City Cafe in Taiwan

10.53106/181345482022091602001

羅琪(Chi Lo)；李灝(Hao Lee)；吳崇進(Chong-Jin Wu)

品牌形象 ； 知覺價值 ； 品牌忠誠度 ； 結構方程模式 ； Brand Image ； Perceived Value ； Brand Loyalty ； Structure Equation Modeling

多國籍企業管理評論

16卷2期（2022 / 09 / 01）

95 - 106

繁體中文;英文

品牌形象是消費者記憶中所喚回對該產品的意象，知覺價值是消費者對產品整體效用的評價，品牌忠誠度是指消費者以回購或其他方式繼續使用或支持某個品牌，更反覆表現購買支持某一品牌的產品或服務的積極行為，甚至以口口相傳的方式向別人宣傳這個品牌。7-ELEVEN以「整個城市就是我的咖啡館」，進入許多產值的咖啡市場。CITY CAFÉ利用門市據點的優勢，塑造咖啡故事行銷，在知名代言人及密集的廣告下，打造出CITY CAFÉ的品牌傳奇，因此本研究將以CITYCAFÉ為研究的主題。以CITY CAFÉ消費者為調查對象，以結構方程模式探討品牌形象、知覺價值與品牌忠誠度之間的關係。整體而言，品牌形象對知覺價值、知覺價值對品牌忠誠度均有直接正向影響，但是品牌形象對品牌忠誠度的影響不顯著。

Brand image is consumers' general perception and impression of a brand (Herzog, 1963). It is consumers' perception of a product's total attributes (Newman, 1985). It is consumers' general impression of the product or service (Dichter, 1985). Perceived value is the worth that a product or service has in the mind of the consumer and the consumer's perceived value of a good or service affects the price that he or she is willing to pay for it (Lv, Wu, Huang, and Zhu, 2015). Brand Loyalty consists of a consumer's commitment to repurchase or continue to use the brand. It can be demonstrated by repeated buying of a product, service, or other positive behaviors such as word of mouth advocacy. (Dick & Basu, 1994). 7-Eleven enters the coffee market which creates lots of output values every year with the slogan "The whole city is my cafe". CITY CAFÉ makes use of the advantage of the store base to shape the coffee story marketing, and creates the brand legend of CITY CAFÉ under the well-known spokesperson and intensive advertisements. Therefore, this research will take CITY CAFÉ as the research topic. Taking CITY CAFÉ consumers as the survey objects, the structural equation model is used to explore the relationship between brand image, perceived value and brand loyalty. Overall, brand image has a direct positive impact on perceived value and perceived value has a direct positive impact on brand loyalty, but the impact of brand image on brand loyalty is not significant.

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