本文選題：品牌特性 + 品牌信任��； 參考：《華中科技大學(xué)》2014年博士論文

【摘要】：本研究認(rèn)為品牌特性是市場人員影響顧客忠誠的重要因素。研究主要目的在于揭示品牌特性對忠誠度的影響,其中一個(gè)子目的在于證實(shí)品牌特性對品牌信任、品牌情感、品牌依附的作用,另外也探討這些因素在品牌特性與品牌忠誠之間可能存在的中介作用。本研究通過大量的文獻(xiàn)回顧來定義、理解品牌特性、品牌信任、品牌情感、品牌依附與品牌忠誠這些重要變量。此外,本研究定義并考察了這些變量之間的關(guān)系,將以前關(guān)于特性理論和消費(fèi)者行為理論方面的研究作為本研究的基礎(chǔ)并由此構(gòu)建模型假設(shè)和分析。研究概念模型以品牌特性為自變量,品牌信任、品牌情感和品牌依附為中介變量,以品牌忠誠為因變量。為了達(dá)到研究目的,本研究在文獻(xiàn)基礎(chǔ)上自己開發(fā)了包含關(guān)鍵變量的問卷,并驗(yàn)證了問卷信度。來自斯里蘭卡的340位摩托車用戶參與了調(diào)查。為了驗(yàn)證假設(shè),本研究采用了相關(guān)和分層回歸分析,通過SPSS驗(yàn)證中介效應(yīng)。研究表明品牌特性顯著影響品牌信任、品牌情感和品牌忠誠,而品牌信任、品牌情感和品牌依附顯著影響品牌忠誠,品牌信任、品牌情感和品牌依附中介品牌特性與品牌忠誠之間的關(guān)系。在競爭行的環(huán)境下企業(yè)的生存完全依賴于顧客對產(chǎn)品和服務(wù)的滿意度與忠誠。一個(gè)強(qiáng)品牌會給企業(yè)帶來一些市場優(yōu)勢,增強(qiáng)企業(yè)的市場競爭力。強(qiáng)品牌通常是指這個(gè)品牌在被用特性來評價(jià)相對于不用特性來評價(jià)的時(shí)候有令消費(fèi)者更支持性響應(yīng)市場活動的正資產(chǎn)。消費(fèi)者個(gè)人對一個(gè)品牌的認(rèn)同是對強(qiáng)品牌的差異化響應(yīng),從而通過品牌信任、品牌情感、品牌依附與品牌忠誠形成特定的品牌關(guān)系。本研究提出了理論和實(shí)踐意義,也為學(xué)者、政策制定者和企業(yè)管理者提供了幾點(diǎn)可行的策略,指出了未來的研究趨勢與方向。
[Abstract]:This study believes that brand identity is an important factor that market personnel affect customer loyalty. The main purpose of the study is to reveal the influence of brand characteristics on brand loyalty, and one of the sub-purposes is to confirm the role of brand characteristics in brand trust, brand emotion and brand attachment. In addition, this paper also discusses the possible intermediary role of these factors between brand identity and brand loyalty. This study defines and understands brand characteristics, brand trust, brand emotion, brand attachment and brand loyalty through a large number of literature reviews. In addition, the relationship between these variables is defined and investigated. The previous studies on characteristic theory and consumer behavior theory are taken as the basis of this study, and the model hypothesis and analysis are constructed. The conceptual model takes brand characteristics as independent variables, brand trust, brand emotion and brand attachment as intermediary variables, and brand loyalty as dependent variables. In order to achieve the purpose of the study, a questionnaire containing key variables was developed on the basis of literature, and the reliability of the questionnaire was verified. 340 motorcycle users from Sri Lanka took part in the survey. In order to verify the hypothesis, correlation and stratified regression analysis were used to verify the mediating effect by SPSS. The research shows that brand characteristics significantly affect brand trust, brand emotion and brand loyalty, while brand trust, brand emotion and brand attachment significantly affect brand loyalty, brand trust, brand loyalty, brand loyalty and brand loyalty. The relationship between brand emotion, brand attachment and brand loyalty. In a competitive environment, the survival of enterprises depends entirely on customer satisfaction and loyalty to products and services. A strong brand will bring some market advantages to enterprises and enhance their market competitiveness. A strong brand is a positive asset that makes consumers more supportive of market activity when it is evaluated with features rather than without features. A consumer's identity to a brand is a differential response to a strong brand, which forms a specific brand relationship through brand trust, brand emotion, brand attachment and brand loyalty. This study puts forward the theoretical and practical significance, and also provides some feasible strategies for scholars, policy makers and enterprise managers, and points out the research trend and direction in the future.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2014
【分類號】：F274

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