顧客賦權對品牌形象之影響—以無印良品為例

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/33738

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题名:	顧客賦權對品牌形象之影響—以無印良品為例 The Relationship between Customer Empowerment and Brand Image: Taking MUJI as an Example
作者:	楊傑淇
贡献者:	國際企業管理學系
关键词:	顧客賦權品牌形象知覺價值 customer empowerment brand image perceived value
日期:	2016
上传时间:	2016-08-18 09:57:57 (UTC+8)
摘要:	企業品牌形象的塑造，是取決於消費者對企業活動知覺的強度與方向，如何讓消費者感受到企業所散發的訊息，這是企業重要的課題，而顧客賦權就是一種以消費者想法為起點的行銷策略。文獻中探討品牌形象之前置變數的研究都以消費者被動的接受為考量，卻忽略了顧客賦權這種主動式參與策略對品牌形象之影響。本研究根據文獻之結果推論，顧客賦權會影響到消費者心理所有權，使消費者對產品產生責任感，進一步影響到品牌形象。因此，本研究旨在探討顧客賦權是否會正向影響品牌形象。本研究選擇之品牌以有進行顧客賦權的無印良品(MUJI)為對象，並以中國文化大學的學生為研究對象，使用便利式抽樣、結構式問卷，蒐集資料，將知覺價值作為控制變數，以純化顧客賦權對品牌形象之關係。本研究結果顯示，顧客賦權會正向影響品牌形象。根據結果本研究提出理論與管理上之建議。 Molding of corporate’s brand image depends on the intensity and direction of customers’ perception on firm’s activities, how to make customers feel about the information that firms spread, is the most important task for firms. On the contrary, customer empowerment is a sort of starting point of marketing strategies through customers’ ideas. In the literature review, past studies of the antecedent variables of brand image have just considered customers’ passive acceptance, and neglected the influence of costumer empowerment, this internal attributes, on brand image. Based on the results of the literature, this study infers that customer’s empowerment could affect customer psychological ownership, and make customer having a sense of responsibility on the product, further affect brand image. Therefore, this study aims to investigate whether or not costumer empowerment has an effective influence factor on brand image. To conduct this study, MUJI brand was chosen as object, then take students of Chinese Culture University as research object by using convenience sampling, structured questionnaire, and gathered information, and take the brand identity as control variable in order to clarify the relationship between costumer empowerment and brand image. The results showed that costumer empowerment has positive effect on brand image, therefore this study put forward related management and theoretical recommendations.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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