品牌塑造對購買意願影響之影響

The Effects of the Branding to Purchasing Intentions

10.6285/MIC.201809_7(2).0003

沈湘縈(Hsiang-Ying Shen)；杜名峯(Ming-Feng Tu)

品牌形象 ； 品牌權益 ； 品牌忠誠度 ； 購買意願 ； Brand Image ； Brand Equity ； Brand Loyalty ； Purchasing Intentions

管理資訊計算

7卷2期（2018 / 09 / 01）

31 - 43

繁體中文

企業可以透過完整的規劃創造其獨一無二的品牌形象，再藉由此品牌形象形成其他廠牌無法取代的品牌權益，最後造就消費者對於品牌的忠誠，尤其消費者對於是品牌忠誠度的程度，因為品牌忠誠度會中介影響消費者對於品牌權益，所以本研究認為品牌形象會正向影響品牌權益與購買意願，品牌權益也會正向影響品牌忠誠度和購買意願，而品牌忠誠度同樣會正向影響購買意願，在品牌權益以及購買意願的關係中，品牌忠誠度具有中介影響，所以品牌在消費者心中的地位一直以來都是消費者在做購買決策的主要因素。本研究認為品牌形象會正向影響品牌權益與購買意願，品牌權益也會正向影響品牌忠誠度和購買意願，而品牌忠誠度同樣會正向影響購買意願，所以在品牌權益以及購買意願的關係中，品牌忠誠度具有中介影響。汽車銷售的角度來看品牌是相當重要的參考依據，企業透過媒體上的廣告行銷來建立品牌形象，消費者根據品牌形象所帶來的品牌權益在內心對於品牌產生一定的評價，當此評價具有一定水準後，在最後會將在消費者心中形成一股無法用言語形容的好感，進而吸引消費者的崇拜，成為忠誠的品牌愛好者後成為其品牌之擁有者，因此品牌的塑造便成為各大企業的重要課題。

Industries could create their own special brand image by complete planning and then brings irreplaceable brand equity, finally consumer loyalist the brand. Particular the degree of consumer brand loyalty because brand loyalty of consumer is mediator to affect the relationship between consumer brand equity and purchasing intentions. So that this work supposes consumer brand image would affect consumer brand equity and purchasing intentions also consumer brand equity affect consumer brand loyalty and purchasing intentions as well. Meanwhile consumer brand loyalty affect purchasing intentions, therefore consumer brand loyalty is mediator to affect the relationship between consumer brand equity and purchasing intentions. It’s the reason that the brand always to be main factor when the consumer make purchasing decision. This work supposes brand image positive impacts brand equity and purchasing intentions also brand equity positive impacts brand loyalty and purchasing intentions, and brand loyalty positive impacts purchasing intentions. So that brand loyalty is mediator in the relationship between brand equity and purchasing intentions. Brand is the very important information when car sales, therefore enterprises build their brand image by mass media. And then brand image brings out brand loyalty that leads the consumer creates evaluations, the evaluations arouse favorable impression in consumer's mind. In the end the consumer worships the brand and purchasing that the reason all enterprises hardly create brand.

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