促销评价影响品牌权益及购买意愿模式之研究

AStudyonTheRelationshipamongTheEvaluationofSalesPromotionBrandEquityandPurchaseIntensionTheCaseofFacialFoamDepartmentofBusinessAdministrationChaoyangUniversityofTechnologyThesisfortheDegreeofMasterAStudyonTheRelationshipamongTheEvaluationofSalesPromotionBrandEquityandPurchaseIntensionTheCaseofFacialFoamDr.Jian-ShenChenDr.Chang-YungKungYu-ShengHung16,January2003ILISRELTLISRELLISRELIIAbstractThisresearchwilldiscusstheeffectofsalespromotionSPonpromotionevaluationandbrandequityandpurchaseintension.ByLISRELanalysismethod,toexaminethereliabilityandvalidity,thentodevelopamodelofpromotionevaluationaffectbrandequityandpurchaseintension.Accordingtothereviewofrelatedliteratures,thisresearchdividesSPintomonetaryandnonmonetarypromotion,andweusediscountpromotionandfreegifttopresenttheempiricalSPtools,thisresearchtesttwobrandsofthefacialfoam.TheresearchresultsareasfollowFirstofall,weconductedTtest.Theresultisthatpromotionevaluationhasasignificantdifferencebetweentwokindsofpromotion,andtheoverallbrandequityalsohasasignificantdifference.Forpurchaseintensionconstruct,wefindthatthebrand“Hydro-Balance”hasasignificantdifference;thebrand“Dove”hasnotasignificantdifference.WealsoappliedtheLISRELanalysismethodtoverifybrandequitymeasu-rementinstrumentandconstructedaoverallframework.Theresultsshowthatthebrandequitymeasurementinstrumenthasagoodreliabilityandvalidity,andtheoverallmodelhasagoodnessoffit.Theoverallmodelpathcoefficientshowthatmonetaryandnonmonetarypromotionevaluationhaveapositiveeffectonbrandequityandpurchaseintension,andthebrandequityalsohasapositiveeffectonpurchaseintension.KeywordssalespromotionbrandequitypurchaseintensionLISRELIIIIV……………………………………………………….1………………………………………….1………………………………………….2………………………………….………3…………………………………..……….……..4………………………………………….………5…………………………………...…..5………………………………………11……………………32…………………………………………………34………………………….………….……..……34…………………………………………………35…………………………36………………………………………………....38………………………………………………....41………………………………………..…..41……………………………………..…….…….51…………………………………..……...51………………………………………….……52…………………………………………..52………………………………………….57………………………..62…..70V...………………………………………..86…………………………………………….……87……………………………………………….90…………………………………..……………90…………………………………..……………91…………………………………..……………92…………………………………………………………….….94…………………………………………..…………..…100VI2.1……………………………………………..……313.1…..……………………..………..403.2LISREL……………..……………………464.1……………………………….…….…………514.2…….….524.3T…………………….……..534.4T………………….…..……544.5T……………...………554.6T……….……………….….564.7T……………….……………..574.8T….…..584.9T.…..584.10……..594.11..….604.12……..614.13..….624.14….….654.15…..66VII4.16-….674.17-….684.18-.694.19….…….724.20……………………734.21……………….….744.22………………..754.23……….………...764.24…………….….……774.25……….….………794.26…………..………814.27………..………834.28…………………………………..…………86VIII1.1………………………………………………….….…42.1…………………………………………….182.2……………………….……………..…………..223.1………………….…………………………………343.2……………………………………………….433.3LISREL………………………….……………….474.1…………….……..634.2…….704.3……784.4……804.5….824.6….84IXCronbach’sP41yxxqnyypmexogenousendogenousxxyyxyP44mnmmP45constructreliabilityP501Kotler2000BlattbergandNeslin1990DavidOgilvyFarquhar1989Leuthesseretal1995Aaker1991Keller1993ParkandSrinivasan199419802Ogilvy1963BlattbergandNeslin1990Davis,InmanandMcAlister19921.2.3.31.2.41.15SalesPromotionMarketingCommunicationMixPromotionMixKotler2000Strang1976Hartley1988Kotler2000incentiveHartley1988Shimp19936:AmericanMarketingAssociation1960Webster1965LuickZeigler1968Aaker1973Marion1987Paley1989Blattberg&Neslin1990Schultz&Robinson1993Shimp19937Kotler2000:1.2.3.4.Schultz198210123.45678.910Engel199131.2.3.1.2.3.Kotler2000121.2.3.4.5.6.7.8.9.10.11.12.8Aaker1973Prentice1975Davidson1987Quelch1989////Dommermuth1989Shimp1990Campbell&Diamond19909monetarynonmonetaryMelaGupta&Lehmann1997ChandonWansink&Laurent2000Campbell&Diamond1990.10StimulusResponseTheoryClassicalConditioningOperantConditioningPavlovSkinner1963Nord&Peter19801.shapingdiscriminativestimulationK-MartKK-MartSelf-PerceptionTheorySawyer198411ConsumerFranchiseBuildingModelPrentice1975ConsumerFranchiseBuildingCFBNon-CFBUnplannedPurchaseBehaviorTheoryLanger19781980BrandEquity1991Aaker1991Farquhar199012BrandEquityBrandAMAKim1990EquityMSI1988Barwise1993Tauber1988Kim1990()131.Brasco19882.ShockerandWeitz19883.Stobart1989Brasco19884.SimonandSullivan19931.Tauber19882.Kim1990143.Farquhar19901a.platformb.c.2brandleverage34.SrivastavaandShocker19915.Aaker1991156.Blackston19927.RangaswamyBurkeandOliva19938.Keller1993(1)(2)(3)9.ParkandSrinivasan19941610.Leuthesser,KohliandHarich199511.Lasser,MittalandSharma1995(1)(2)(3)(4)(5)MartinandBrown19901.perceivedquality2.perceivedvalue3.brandimage4.trustworthiness5.commitment17Aaker19912-11.brandloyalty2.brandawareness182.1:Aaker,DavidA.1991,ManagingBrandEquity,TheFreePress.N.Y.****************************193.perceivedquality4.brandassociationsbrandimage5.otherproprietarybrandassetsAaker199112023Aaker199112345leverage6AakerBlackston1992fundamentalequitiesaddedvalueequityKeller199319982112345678910brandrecallbrandrecognition2-21231.attribu