| 摘要: | 本研究目的在探討品牌態度、品牌情緒依附、品牌忠誠度及價格溢價之關係。本研究採用調查法，以台灣地區之具有購買能力的一般消費者為研究樣本，以焦點團體篩選出9大產品類別24個品牌，每一問卷給定一種品牌，共產生24種問卷本版，每個版本各發放35份問卷，共計發出840份問卷，有效回收樣本共計655(回收率77.98%)。研究結果顯示品牌態度正向影響品牌忠誠度及品牌情緒依附；品牌情緒依附正向影響品牌忠誠度及價格溢價；品牌態度經由品牌情緒依附之中介正向影響品牌忠誠度及價格溢價。本研究討論研究發現在理論以及管理實務的意涵，同時對未來研究的方向提出建議。
The main purpose of this study is to explore and examine the relationship among brand attitude, emotional attachment, brand loyalty, and price premium. The study used survey to collect data provided by a sample of regular consumers in Taiwan Area. The focus group selected 24 brands out from 9 categories. The study show one brand in each questionnaire and therefore employ total 24 version questionnaires. Every 35 respondents answered one version questionnaire. The data provided by a useful sample of 655 consumers (the effective response rate was 77.98%). The results revealed that brand attitude positively influences brand loyalty and emotional brand attachment; emotional brand attachment affects brand loyalty and price premium positively. In addition, emotional brand attachment mediates the relationship between brand attitude and brand loyalty and price premium respectively. We discuss implications for theory and practices, and suggestions for the further study. |
