品牌體驗與品牌承諾之關係：品牌喜愛與產品涉入的角色

文化大學機構典藏 CCUR > 商學院 > 國際貿易學系所 > 博碩士論文 > Item 987654321/50991

jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/50991

题名:	品牌體驗與品牌承諾之關係：品牌喜愛與產品涉入的角色 The Relationship between Brand Experience and Brand Commitment: The Roles of Brand Love and Product Involvement
作者:	廖苡喬
贡献者:	國際貿易學系
关键词:	品牌體驗品牌喜愛品牌承諾產品涉入 brand experience brand love brand commitment product involvement
日期:	2021
上传时间:	2023-02-16 09:45:13 (UTC+8)
摘要:	本研究旨在探討品牌體驗、品牌喜愛、品牌承諾以及產品涉入之關係。採用匿名網路問卷調查法，以6個品類26個品牌之顧客為研究對象，共計回收有效問卷273份(76%)。研究結果顯示：(1) 品牌體驗正向影響品牌喜愛；(2)品牌喜愛正向影響品牌承諾；(3)品牌體驗正向影響品牌承諾；(4)品牌體驗經由品牌喜愛之中介正向影響品牌承諾；(5)產品涉入不會干擾品牌體驗對品牌承諾之影響。本研究討論研究發現在理論及實務管理上之意涵。 The purpose of this study is to examine the relationships among brand experience, brand love, brand commitment and product involvement. This study administered anonymous surveys via the internet to collect data from costumers of 26 brands of 6 product categories, a total of 273 (76%) effective responses were received. The results show as follow: (1) brand experience positively affects brand love; (2) brand love positively affects brand commitment; (3) brand experience positively affects brand commitment; (4) the positive effect of brand experience on brand commitment is mediated by brand love; (5) product involvement does not moderate the effect of brand experience on brand love. This research discusses the implications of theory and managerial practices.
显示于类别:	[國際貿易學系所] 博碩士論文

文件中的档案:

档案	描述	大小	格式	浏览次数
index.html		0Kb	HTML	174	检视/开启

检视Licence

在CCUR中所有的数据项都受到原著作权保护.

数据加载中.....