| 摘要: | 本研究目的在探討品牌態度對品牌忠誠度及價格溢價之間的關係，並檢驗品牌情緒依附對於品牌態度、品牌忠誠度及價格溢價之關係的中介效果。本研究採用調查法，以滾雪球方式搜集臺灣地區具有購買能力的一般消費者作為研究樣本，透過焦點小組篩選出9種產品類別以及24個品牌，每份問卷給定一種特定品牌，共產生24種問卷版本，每個版本分別發放35份問卷，共計發放840份問卷，有效回收樣本656份。研究結果顯示(1)品牌態度正向影響品牌忠誠度及品牌情緒依附；(2)品牌情緒依附正向影響品牌忠誠度及價格溢價；(3)品牌態度經由品牌情緒依附的中介效果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 brand attachment, brand loyalty, and price premium. The study uses survey to collect data provided by a sample of regular consumers in Taiwan. The focus groups select 24 brands from 9 categories. The study assigns one brand to each questionnaire and therefore employs total 24 versions of questionnaires. Every 35 respondents answer one of the 24 versions of questionnaires and 840 questionnaires are collected. The final data are provided by an effective sample of 656 consumers. The results reveal that (1)brand attitude positively influences brand loyalty and emotional brand attachment; (2)emotional brand attachment positively affects brand loyalty and price premium; (3)emotional brand attachment mediates the relationship between brand attitude and brand loyalty, and, brand attitude and price premium, respectively. We discuss implications for theories and practices, and suggestions for the future study. |
