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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/54523
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/54523


    Title: 品牌關係:顧客價值與品牌愛慕
    Brand relationship: customer value and brand love
    Authors: 沈經洪
    Shen, Ching Hung
    Contributors: 洪順慶
    Horng, Shun Ching
    沈經洪
    Shen, Ching Hung
    Keywords: 品牌愛慕
    正向幻覺
    品牌關係
    顧客價值
    brand lov
    positive illusion
    brand relationship
    customer value
    Date: 2011
    Issue Date: 2012-10-30 11:18:25 (UTC+8)
    Abstract: 本研究分別從理性層面與感性層面探討品牌愛慕對品牌關係的影響,前者由品牌愛慕與顧客滿意在顧客品牌關係架構中扮演的角色切入,探討如何藉由功能、體驗與象徵價值增進品牌愛慕與顧客滿意,以及品牌愛慕與顧客滿意對依賴與行為忠誠的相對影響。後者探討人際關係中的正向幻覺(情人眼裡出西施)現象是否也會出現在品牌關係,藉由驗證品牌愛慕者對品牌評價的理想化,說明品牌愛慕的感性影響機制。
    研究一透過質化研究發掘維繫品牌關係的關鍵,兩階段研究共訪談27位受訪者,分析結果發現要讓消費者忠於品牌,光靠顧客滿意是不夠的,還要讓消費者對品牌產生愛慕,方能維繫品牌關係。研究二藉由量化研究驗證品牌愛慕與品牌關係的關聯性,藉由調查法蒐集北、中、南三所大學共130位學生對誠品書店的消費經驗,實證結果顯示:(1)品牌愛慕是功能與象徵價值對依賴與行為忠誠的完全中介變數,顧客滿意則是體驗價值對行為忠誠的完全中介變數。(2)品牌愛慕取代顧客滿意成為影響依賴與行為忠誠的主要變數。(3)功能與象徵價值對品牌愛慕有顯著的正向影響,體驗價值則對顧客滿意有顯著的正向影響。研究三以實驗法操弄品牌愛慕與行銷刺激,探究其對智慧型手機品牌評價的影響,以大學生為受測對象,得到315份完整樣本,研究發現:(1)過去研究認為正向幻覺僅存在於人際關係中,本研究發現正向幻覺可適用於顧客品牌關係。(2)相較於低品牌愛慕者,高品牌愛慕者對品牌的評價存在理想化的現象。(3)高品牌愛慕者會放大正向事件的認知重要性與頻率,並淡化負向事件的頻率。最後,參考研究結論提出品牌管理的研究與管理意涵及未來研究方向。
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    Description: 博士
    國立政治大學
    企業管理研究所
    98355501
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098355501
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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