Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23113
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dc.contributor陳世良zh_TW
dc.contributor何京勝zh_TW
dc.contributor.advisor吳志文zh_TW
dc.contributor.authorChen, Chia-Huien_US
dc.contributor.author陳佳慧zh_TW
dc.contributor.other中興大學zh_TW
dc.date2008zh_TW
dc.date.accessioned2014-06-06T07:19:33Z-
dc.date.available2014-06-06T07:19:33Z-
dc.identifierU0005-1808200706170600zh_TW
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dc.identifier.urihttp://hdl.handle.net/11455/23113-
dc.description.abstract品牌經營已成為高科技產業的核心競爭力,尤其數位相機產業目前已是台灣前十大高產值與高成長率之產業;於數位相機的技術差異化逐漸縮小之競爭狀況下,「品牌」條件儼然已成為消費者選購數位相機的考量主因。因此,本研究欲透過文獻探討品牌的相關構面來瞭解品牌對消費者的重要性。故本研究根據「品牌形象」、「品牌忠誠度」、「認知價值」、「品牌經驗」與「品牌權益」之理論基礎以發展研究架構。 本研究利用問卷調查方式,主要鎖定國內中北部使用過數位相機之消費者為研究對象,並採取便利性抽樣,回收樣本為有效樣本數共計505份。本研究透過統計分析工具-LISREL8.5,以及利用結構方程模式(Structural Equation Modeling, SEM)來驗證研究架構之整體模式以及假設之檢定。並根據實證研究結果,再針對本研究結果給予業者與後續研究者提出品牌策略或是研究上之建議。 本研究實證結果發現:(一)數位相機之品牌形象對品牌權益具有關聯性;(二)品牌忠誠度會對品牌權益有顯著之影響;(三)數位相機之品牌權益不會影響顧客認知價值;(四)數位相機之品牌形象對品牌忠誠度具有顯著影響;(五)顧客認知價值對品牌忠誠度具有顯著影響;(六) 數位相機之品牌經驗對品牌忠誠度具有顯著的影響。zh_TW
dc.description.tableofcontents謝 誌 I 論文摘要 II 圖目錄 IV 表目錄 IV 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機 3 第三節 研究目的 4 第四節 研究範圍與對象 5 第五節 研究流程 6 第二章 文獻探討 7 第一節 品牌形象 7 第二節 品牌忠誠度 11 第三節 品牌權益 14 第四節 顧客認知價值 17 第五節 品牌經驗 20 第三章 研究方法 21 第一節 研究架構 21 第二節 假設檢定 21 第三節 研究變數操定義與衡量 24 第四節 資料分析方法 29 第四章 實証結果與資料分析 30 第一節 基本特性分析 30 第二節 信度與效度分析 33 第三節 結構方程式模式分析 37 第五章 討論與實務管理意涵 43 第一節 討論與實證研究結果 43 第二節 實務管理意涵 45 第六章 結論與研究限制 47 第一節 結論 47 第二節 研究限制 47 第二節 未來研究方向 47 參考文獻 49 附錄一 55zh_TW
dc.language.isoen_USzh_TW
dc.publisher行銷學系所zh_TW
dc.subjecthttp://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-1808200706170600en_US
dc.subject品牌形象zh_TW
dc.subject品牌忠誠度zh_TW
dc.subject顧客認知價值zh_TW
dc.subject品牌經驗zh_TW
dc.subject品牌權益zh_TW
dc.title探討品牌形象、品牌忠誠度、顧客認知價值、品牌經驗 與品牌權益之間關係-以數位相機為例zh_TW
dc.titleThe Study of Brand image, Brand loyalty, Customer perceived value, Brand experience and Brand equity-An Example of Digital Cameraen_US
dc.typeThesis and Dissertationzh_TW
item.fulltextno fulltext-
item.languageiso639-1en_US-
item.openairetypeThesis and Dissertation-
item.cerifentitytypePublications-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.grantfulltextnone-
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