品牌形象、品牌忠誠度與品牌績效關係之研究-LUXGEN的品牌之路

Abstract

LUXGEN為首部國人自主研發的汽車品牌，而「LUXGEN」是將「Luxury」與「Genius」這兩個單字融合在一貣。簡言之， LUXGEN 這個字所要傳達的意念是「以前瞻科技創造豪華舒適的駕乘感受」。基於此核心價值，進而延伸出LUXGEN的品牌DNA-「預先設想，超越期待」。 本研究藉由相關文獻探討，整合過去學者著作及相關的研究，延伸發展出理論架構。透過問卷調查的方式，輔以結構方程模型來探討LUXGEN品牌之功能性品牌形象、象徵性品牌形象、經驗性品牌形象、品牌忠誠度及品牌績效變數之間的相關性。在本研究模型架構之下，結論為LUXGEN的品牌中，功能性品牌形象對品牌忠誠度，象徵性品牌形象對品牌忠誠度、經驗性品牌形象對品牌忠誠度、及品牌忠誠度對品牌績效皆有顯著的正向影響。 關

The LUXGEN mixed by “luxury” and “genius”, is a self-developed car brand by Taiwanese. LUXGEN conveys the idea of “forward-Looking technology to create a luxurious and comfortable driving experience.” Based on this core value, LUXGEN extends its brand DNA-“pre-conceived, beyond the expectations.” By using questionnaires and the structural equation model, this study investigated the relationship among LUXGEN’s brand image, brand loyalty and brand performance. This study found that each of the three brand images (functional, symbolic, and experiential) is positively correlated with brand loyalty. In addition, brand loyalty has a significant impact on brand performance.