供應商運送彈性、品牌忠誠度與正向口碑：以品牌認同和品牌承諾為中介角色

THUIR > College of Management > Department of International Business > Master's Theses > Item 310901/20197

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Title:	供應商運送彈性、品牌忠誠度與正向口碑：以品牌認同和品牌承諾為中介角色
Other Titles:	Supplier Delivery Flexibility, Brand Loyalty, and Positive Word of Mouth：The Mediating Role of Brand Identification and Brand Commitment
Authors:	吳宜潔 Wu, Yi-Chieh
Contributors:	張國雄;吳立偉 Chang, Kuo-Hsiung;Wu, Li-Wei 東海大學國際貿易學系
Keywords:	彈性;品牌認同;品牌承諾;口碑;品牌忠誠度 Flexibility;Brand Identification;Brand Commitment;Word of Mouth;Brand Loyalty
Date:	2012
Issue Date:	2013-01-02T03:45:05Z (UTC)
Abstract:	本研究旨在探討供應商運送彈性和品牌忠誠度以及正向口碑之間的關係，並且以品牌認同和品牌承諾為中介變數。本研究採取問卷發放之方式進行調查，研究對象以台灣某大消費品公司的顧客為主，總共回收有效問卷159份，並且以統計套裝軟體SPSS 18.0進行實證分析，研究結果顯示如下：(1)「運送彈性」對「品牌認同」和「品牌承諾」呈現正向且顯著之關係。(2) 「品牌認同」對「運送彈性」與「品牌承諾」產生中介效果。(3)「品牌認同」對「運送彈性」與「品牌忠誠度」和「正向口碑」產生中介效果。(4)「品牌承諾」對「運送彈性」與「品牌忠誠度」和「正向口碑」產生中介效果。關鍵字：彈性、品牌認同、品牌承諾、口碑、品牌忠誠度 The purpose of this study is to investigate relationships between supplier flexibility, brand loyalty, and positive word of mouth. In addition, this study takes brand identification and brand commitment as the mediating variables. This study used paper questionnaire issuing a questionnaire survey, and took one of Taiwan Consumer Products Corporation’s customers as the research targets. There were 159 valid questionnaires returned. After using statistical software packages SPSS 18.0 to verify the suppositions of different studies, we find that supplier delivery flexibility positively affect brand identification; supplier delivery flexibility positively affect brand commitment; brand identification mediates the impact of supplier delivery flexibility on brand commitment; brand identification mediates the impact of supplier delivery flexibility on brand loyalty; brand identification mediates the impact of supplier delivery flexibility on positive word of mouth; brand commitment mediates the impact of supplier delivery flexibility on brand loyalty; brand commitment mediates the impact of supplier delivery flexibility on positive word of mouth.Keywords：Flexibility, Brand Identification, Brand Commitment, Word of Mouth, Brand Loyalty
Appears in Collections:	[Department of International Business ] Master's Theses

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