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標題: 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
The Study of Brand image, Brand loyalty, Customer perceived value, Brand experience and Brand equity-An Example of Digital Camera
作者: Chen, Chia-Hui
出版社: 行銷學系所
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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。
其他識別: U0005-1808200706170600
Appears in Collections:行銷學系所

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