品牌個性及品牌形象對顧客忠誠度的影響：以鳳梨酥品牌為例

The Influence of Brand Personality and Brand Image on Customer Loyalty: A Case Study of Pineapple Cakes

10.29429/JSLHR.201609_11(3).02

黃慧君(Hui-Chun Huang)；傅安弘(An-Hung Fu)；蕭景云(Ching-Yun Hsiao)；郭靜(Jing Guo)；黃韋嘉(Wei-Chia Huang)

品牌管理 ； 烘焙業 ； 忠誠度 ； brand management ； baking industry ； loyalty

運動休閒餐旅研究

11卷3期（2016 / 09 / 01）

24 - 45

繁體中文

台灣觀光産業的蓬勃發展，為台灣傳統特色産品鳳梨酥帶來了龐大的商機。然而由於鳳梨酥市場競爭日趨激烈，過去傳統的行銷模式己不足以應付此多元化的市場競爭如何透過品牌經營，提昇産品的價值及競爭力己成為一項重要的議題。本研究以兩個知名的鳳梨酥産品品牌「微熱山丘」及「佳德」為對象，探討品牌個性及品牌形象如何影響顧客忠誠度。本研究以這兩家門市之消費者為研究對象，採便利取樣方式進行問卷調查。由141份有效問卷的迴歸分析結果顯示，品牌形象及品牌個性均會對忠誠度產生顯著性的影響，而進一步分別對兩個品牌進行分析則發現，兩個品牌在品牌形象對忠誠度的影響程度上並沒有不同，但在品牌個性對忠誠度的影響上，兩個品牌則表現出不同的影響程度：佳德的品牌個性對顧客忠誠度並沒有顯著性的影響，微熱山丘的品牌個性則對忠誠度有顯著正向的影響。本研究同時提出具體建議，提供食品業者作為研擬品牌經營策略時的參考。

An increasing competition of the Taiwan's pineapple cake market has brought challenges and opportunities for the industry. The purpose of the study is to explore how brand management influenced brand loyalty for the pineapple cake industry. Two well-known brands of pineapple cake ＂Jade＂ and ＂SunnyHills＂ were selected in the study to investigate the impacts of brand image and brand personality on customer loyalty. Using a convenient sampling technique, customers of ＂Jade＂ and ＂SunnyHills＂ were surveyed and 141 usable questionnaires were obtained. The study findings revealed that both brand image and brand personality had significant and positive influences on customer loyalty, while two brands had similar results on how brand image influenced customer loyalty, the brand personality showed difference impacts on customer loyalty between two different brands. The study also provided practical suggestions for the food industry to enhance their brand management strategy.

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