以态度理论CAC模式观点探讨品牌形象对品牌忠诚度之影响

Exploring the Influence of Brand Image on Brand Loyalty from the CAC Model of Attitude Theory

本研究以态度理论的CAC (cognition-affect-conation)模式出发,视品牌态度受到品牌知名度、品牌形象、知觉质量、知觉价值、顾客满意度等因素所影响,试图探讨品牌知名度与品牌形象对品牌忠诚度之间的连结关系,以建构一个兼具认知、情感与意动成份的品牌忠诚度模型,使品牌忠诚的前因与形成有更清楚且完整的架构。本研究以十五款知名运动跑鞋品牌为研究目标,搜集843份消费者问卷进行分析,结果如下:从认知–情感–意动的脉络观之,消费者对品牌的认知是促使消费者建立情感的关键,进而影响消费者的忠诚行为。此外,品牌形象、知觉质量、知觉价值、顾客满意度等变量在模型中起了中介作用。

Based on the CAC (cognition-affect-conation) model of attitude theory, this study considers that brand attitude is affected by factors such as brand awareness, brand image, perceived quality, perceived value, and customer satisfaction. This study attempts to explore the connection between brand awareness and brand image to brand loyalty, in order to construct a brand loyalty model with cognition, affect and conation components, so that the causes and formation of brand loyalty are a more clear and complete structure. In this study, 15 well-known sports running shoes brands were used as research context, and 843 valid questionnaires were collected. We have the following conclusions: Viewed from the context of cognition-affect-conation, consumers’ cognition of the brand is the key to prompting consumers to establish emotions, which affects consumers' loyalty behavior. In addition, variables such as brand image, perceived quality, perceived value, and customer satisfaction played a mediate role in the model.