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Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23113
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
陳佳慧
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-1808200706170600;品牌形象;品牌忠誠度;顧客認知價值;品牌經驗;品牌權益
出版社: 行銷學系所
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摘要: 
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。
URI: http://hdl.handle.net/11455/23113
其他識別: U0005-1808200706170600
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