手搖飲料店之品牌形象對於品牌忠誠度之影響

文化大學機構典藏 CCUR > 商學院 > 行銷碩士學位學程 > 博碩士論文 > Item 987654321/51254

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题名:	手搖飲料店之品牌形象對於品牌忠誠度之影響 The Influence of Brand Image of Hand-cranked Beverage Stores on Brand Loyalty
作者:	徐士騫
贡献者:	全球品牌與行銷碩士在職學位學程
关键词:	品牌形象品牌忠誠度 brand image brand loyalty
日期:	2021
上传时间:	2023-03-02 09:47:22 (UTC+8)
摘要:	在文獻探討中，品牌形象之前置變數都屬於外部屬性，卻忽略了顧客對品牌忠誠度這種內部屬性對品牌形象之影響，而品牌忠誠度是影響企業如何獲取顧客的重要因素之一，如何讓消費者藉著品牌形象提供的態度及品質對商品進行喜好推論，讓消費者願意付出更多的代價來購買產品成為企業重要的獲利方式影響，消費者的購買行為讓消費者在選購商品時會產生品牌形象進而影響消費者對商品的期望，而品牌形象則是所有品牌期望的總和，因此，本研究旨在探討品牌忠誠度是否為品牌形象有效之影響因素。本研究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，有效問卷為139分，將品牌忠誠度的慣性作為控制變數，純化品牌形象對品牌忠誠度之關係，分析研究結果發現，品牌形象與品牌忠誠度呈顯著正相關。 In the literature, the pre-determined variables of brand image are all external attributes, but the impact of internal attributes such as customer loyalty on brand image is neglected, and brand Brand loyalty is one of the most important factors that influence how companies acquire customers. How to let consumers make preference inferences about products through the attitude and quality provided by the brand image, so that consumers are willing to pay more to buy products has become an important profit-making influence for enterprises. Therefore, this study aims to investigate whether brand loyalty is an effective factor influencing brand image. The study used convenience sampling and structured questionnaires with 139 valid scores from students at the Chinese Culture University as the target population. The inertia of brand loyalty was used as a control variable to purify the relationship between brand image and brand loyalty, and the analysis of the study results revealed that brand image was significantly and positively related to brand loyalty.
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