銀行品牌形象、品牌權益與企業戶往來意願之探討 – 以渣打國際商業銀行為例

Abstract

品牌對一企業的重要性不可言喻，每一公司皆希望創立獨一無二的理想品牌，創造競爭優勢來領導市場與爭取顧客與其往來的意願，即便是以服務見長的銀行業更是如此。本研究嘗試從企業戶與銀行往來的經驗去探索品牌形象、品牌權益的關係，探討各研究變項彼此的影響，希望達成以下之目的：

1.瞭解企業戶在與銀行往來對「品牌形象」、「品牌權益」的認知程度。 2.探討企業戶在與不同的銀行主體往來，比較「品牌形象」、「品牌權益」所給予的觀感與各構面之影響程度。 3.探討不同的銀行主體，在「品牌形象」、「品牌權益」的優劣面向。

本研究採問卷設計的方式，以台灣企業戶為受訪對象，用「品牌形象」、「品牌權益」兩種變數，針對本國銀行、外商銀行與渣打銀行三種不同銀行主體進行研究，透過信度檢定、變異數分析、T檢定、迴歸分析等方法進行統計資料分析，獲得以下結論：

1.「品牌形象」與「品牌權益」各構面間有顯著相關。 2. 企業戶統計變數在品牌形象間有顯著差異。 3. 企業戶統計變數在品牌權益間有顯著差異。 4.「外商銀行」在品牌形象構面的比較上高於「本國銀行」。 5.「本國銀行」在品牌權益構面的比較上高於「外商銀行」。 6.「本國銀行」在品牌形象構面的比較上高於「渣打銀行」。 7.「本國銀行」在品牌權益構面的比較上高於「渣打銀行」。

針對以上結論所示，進一步分析台灣不同銀行主體在品牌形象與品牌權益上所展現之優勢所在。

關鍵字：品牌形象、品牌權益、本國銀行、外商銀行、渣打銀行

Brand image is vital for a company. Each company expects to build a unique brand to convey its competitive advantage and differentiate itself from others in the industry and hence get more business opportunities among its customers. It's the same even in banking industry. This research tries to find out the relationship between brand image and equity based on the corporations' trading experiences with banks. The objectives of this research are as following:

1. After trading with banks, how corporations recognize banks' brand image and equity. 2. After trading with different banks, how much the influence would be for banks' brand image and equity to corporations. 3. Comparison of advantage/disadvantage among banks bank brand image and equity.

This research uses statistics tools, such as ANOVA, Pearson Product-Moment Correlation Analysis, Analysis of Regression and so on, and takes Taiwan corporations as the questionnaire respondent. Brand image and equity are considered as the variables while three different bank types - Local Banks、Foreign Banks、Standard Chartered Bank (Taiwan) Limited are the survey objects. The conclusions of this research are as following:

1. Bank's brand image significantly correlates with brand equity. 2. Bank's brand image significantly affects on variance of corporations. 3. Bank's brand equity significantly affects on variance of corporations. 4. Foreign Banks perform better than Local Banks on brand image. 5. Local Banks perform better than Foreign Banks on brand equity. 6. Local Banks perform better than Standard Chartered Bank (Taiwan) Limited on brand image. 7. Local Banks perform better than Standard Chartered Bank (Taiwan) Limited on brand equity.

Key words: Brand Image、Brand Equity、Local Banks、Foreign Banks、Standard Chartered Bank (Taiwan) Limited