品牌策略、品牌形象、品牌知名度與品牌忠誠度之研究-以量販業自有品牌為實證

In the process of Taiwan hypermarket industry development, many companies cooperate with foreign enterprises, hoping to through the strong managerial experience of foreign enterprises to promote domestic competition force.In addition,it is hoped to expand market share and enhance the bargaining power.In recent years,Taiwan hypermarket industry has reached the saturation stage industry status.In order to improve the competitiveness in the hypermarket industry environment, and meet consumer demand,hypermarket industry have launched its own brand, to provide consumers with more choice, hoping to increase their preference for its own brand, resulting in higher purchase intention, increase the purchase frequency, also make their own brand to increase its added value, and establish a consumer’s brand loyalty gradually. This study observe the phenomenon as the research background and motivation.Through the integration of the past scholars and research, this research has developed a brand strategy, brand image, brand awareness and brand loyalty of the theoretical framework. On the basis of the analytical framework and the developed operational model via AMOS, and the data which collected from questionnaires survey in the Taipei city and Taipei County to carry out the empirical test. The most significant findings are as following: 1. There is a significant, positive correlation between Brand Strategy and Brand Awareness. 2. There is a significant, positive correlation between Brand Strategy and Brand Image. 3. There is a significant, positive correlation between Brand Awareness and Brand Image. 4. There is a significant, positive correlation between Brand Awareness and Brand Equity. 5. There isn’t a significant, positive correlation between Brand Image and Brand Equity. The survey takes the empirical investigation of the value own brand of hypermarket industry evidence on the relationship between the different variables. Besides, this research is expected to provide some suggestions for improving brand strategy to get brand performance.