摘要
品牌不管在什麼時空背景，都是企業經營不可或缺的因素。本研究旨在探討企業集團之行銷形象對品牌識別、品牌聯名、品牌愛慕之關係。經由相關的文獻蒐集、整理後，歸納所形成。研究採用問卷蒐集法，發放人數為線上問卷為145份，紙本問卷275份，共420份，回收率為95.2%，其中針對回收有效問卷379份做研究，對企業集團之行銷形象與品牌識別、品牌聯名、品牌愛慕進行調查。本研究假設有五項, H1:不同人口背景變項的消費者認為行銷形象有差異存在。 H2 : 消費者認為品牌識別會顯著影響品牌聯名。H3: 消費者認為行銷形象會顯著影響品牌聯名。 H4: 消費者認為品牌聯名會顯著影響品牌愛慕。本研究依據目的與假設,所蒐集資料實證部分以 SPSS 統計方式進行描述性統計資料分析與驗證,再根據研究結果H1: 全部成立、H2 :全部成立、H3: 全部成立、H4 H5、H6: 全部成立進行撰述,期結果與建議有利於企業達成追求品牌績效的目標。
關鍵詞：行銷形象、品牌識別、品牌愛慕、品牌聯名Abstract
Branding is an indispensable element of business operation regardless of the time and space context. This research aims to explore the relationship between consumer demographic characteristics and brand identity, brand image, co-branding, brand love, and brand loyalty. After collecting and organizing relevant documents, the study was completed through induction. The research adopted a questionnaire method. A total of 420 online questionnaires and 275 paper questionnaires were distributed, with a response rate of 95.2%. 379 valid questionnaires were collected to investigate the relationship between corporate marketing image and brand identity, co-branding, and brand love. There are five hypotheses in this study. H1: Consumers with different demographic backgrounds perceive that there are differences in marketing image. H2: Consumers perceive that brand identity significantly affects co-branding. H3: Consumers perceive that marketing image significantly affects co-branding. H4: Consumers perceive that co-branding significantly affects brand admiration. Based on the purpose and hypotheses, descriptive statistics by SPSS was used to analyze and validate the empirical data collected and the results were then presented based on the findings: H1 to H5 are all valid. The results and recommendations are beneficial for companies seeking to achieve their brand performance goals.
Keywords：Marketing Image, Brand Identity, Brand Love, Crossover, Brand Loyalty