标题: 品牌联盟策略对品牌权益之影响:以品牌体验与品牌依附为双中介变项之模型验证
The impact of brand alliance on brand equity: The mediating roles of brand experience and brand attachment
作者: 黄大豪
Huang, Da-Hou
林慧斐
Lin, Hui-Fei
传播研究所
关键字: 公仔玩偶;品牌联盟;品牌权益;情感依附;体验;调查;figure;brand alliance;brand equity;emotional attachment;experience;on-line survey
公开日期: 2015
摘要: 促销的效益一直以来备受争议。有些学者认为促销无法为品牌带来正面的效益,有些学者则持有不同的意见。基于此,本研究旨在探讨品牌联盟策略的忠诚方案对于品牌权益的影响,研究目的锚定于三点:(1)检验品牌联盟式忠诚方案的正向品牌利益是否有助于提升品牌权益;(2)品牌联盟式忠诚方案的品牌利益与品牌权益之间的关系,品牌体验与品牌依附是否扮演中介的角色;(3)厘清品牌联盟式忠诚方案的品牌利益、品牌体验、品牌依附、以及品牌权益四者之关系。本研究以参与零售商品牌联盟式忠诚方案的消费者为分析单位,采用质性深入访谈法与调查研究法两种研究取向进行资料收集与模型验证。深入访谈总共访谈了五位广告行销相关的实务工作者,与经由线上问卷调查系统收集了481份有效问卷。统计工具则是采用Lisrel8.8进行结构方程模式分析。
本研究共有三点发现:(1)当消费者参与品牌联盟式忠诚方案,知觉正向的品牌利益有助于提升品牌权益;(2)品牌依附中介了品牌利益与品牌权益之间的关系,品牌体验的中介效果则不显着;(3)模型适配指标达到标准,数据与假设模型相吻合。最后,本研究针对研究价值与管理意涵进行讨论。整体而言,本研究证实了品牌联盟式忠诚方案有助于提升品牌权益,且品牌依附在品牌利益与品牌权益之间扮演中介的角色。未来实务工作者可妥善运用品牌联盟式忠诚方案对于品牌的正面效益,为品牌带来竞争优势,诱因的设计则应该以体验与依附这两个架构做为参考依据,藉以提高消费者的参与意愿,而佐以广告进行忠诚方案的宣传则可达到相互加乘的正面效果。
“Can sales promotion contribute to brand equity?” has been a question for scholars over the past years. Some argue that sales promotion might erode brand equity, and others hold opposite opinion. Based on these debates, the current study was to examine the effect of brand alliance on brand equity. Further, the mental process by which consumers react to incentives was also examined. Specifically, the current study aimed to three purposes: (1) to examine the relationship between loyalty programs and brand equity; (2) to examine whether brand experience and brand attachment, as mediating roles, mediate the relationship between brand benefit and brand equity; (3) to examine whether the proposed model fits data set well.
Based on these research purposes, the author interviewed 5 practitioners and conducted an on-line survey (N=481). The result demonstrated: (1) while consumers engage in LPs with brand alliance, brand benefit has positive impact on brand equity; (2) brand attachment plays a mediating role between brand benefit and brand equity, but the effect of brand experience doesn’t exist; (3) the proposed model fit the data set well. In other words, the current study demonstrated that brand alliance has positive impact on brand equity through brand attachment. Brand alliance would be a powerful weapon to differentiate focal brand with others and make long-term profit for companies. The theoretical and managerial implications were discussed.
URI: http://140.113.39.130/cdrfb3/record/nctu/#GT070159123
http://hdl.handle.net/11536/125710
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