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系統識別號 U0026-1808201117574100
論文名稱(中文) The Influence of Relationship Quality on Brand Equity and Brand Extension: The Moderating Effects of Consumer Innovativeness
論文名稱(英文) The Influence of Relationship Quality on Brand Equity and Brand Extension: The Moderating Effects of Consumer Innovativeness
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 99
學期 2
出版年 100
研究生(中文) 邱莉婷
研究生(英文) Li-Ting Chiu
學號 ra797413
學位類別 碩士
語文別 英文
論文頁數 80頁
口試委員 指導教授-吳萬益
口試委員-方世杰
口試委員-林清河
中文關鍵字 關係品質  品牌延伸  消費者創新  品牌資產 
英文關鍵字 Relationship quality  Brand extension  Consumer innovativeness  Brand equity 
學科別分類
中文摘要 none
英文摘要 Relationship quality has been largely examined within customer behavior service contexts. However, few studies have evaluated the relationships among consumer innovations, brand equity, and brand extension, which was therefore the paramount interest in this study. This study examined how relationship quality attributes influence brand equity and brand extension, and also tested the moderating effects of consumer innovativeness. Convenience sampling was adopted to collect the data. As such, consumers with experience purchasing the products of three extension brands of Dlink, Asus, and Edimax were invited to participate in the survey. A total of 328 validated responses were collected for further analysis. Structural equation modeling (SEM) was adopted to test the direct relationships, and hierarchical regression modeling (HRM) was adopted to test the moderating effects; SPSS 18 and AMOS 18 software was used. The results of both SEM and HRM showed that all the proposed hypotheses were supported, indicating that relationship quality has a highly significant and positive influence on brand equity and brand extension, and that customer innovativeness plays an important role in strengthening the relationships among relationship quality, brand equity, and brand extension. Theoretical and managerial implications of this study are both discussed.
論文目次 TABLE OF CONTENTS
ACKNOWLEDGEMENTS I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objectives. 4
1.3 Research Project and Scope of Study. 4
1.4 Research Procedures. 5
1.5 Research Structure. 6
CHAPTER TWO LITERATURE REVIEW 8
2.1 Theoretical Background. 8
2.1.1 Relationship Quality. 8
2.1.2 Consumer Innovativeness. 12
2.1.3 Brand Equity. 16
2.1.4 Brand Extension. 21
2.2 Hypothesis Development. 27
2.2.1 The Influence of the Relationship Quality on Brand Equity. 27
2.2.2 The Influence of the Brand Equity on Brand Extension. 28
2.2.3 The Influence of the Relationship Quality on Brand Extension. 29
2.2.4 The Moderating Effects of Consumer Innovativeness on Relationships among Relationship Quality, Brand Equity, and Brand Extension. 30
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 33
3.1 Research Model. 33
3.2 Construct Measurements. 34
3.2.1 Relationship Quality. 34
3.2.2 Consumer Innovativeness. 35
3.2.3 Brand Equity. 36
3.2.4 Brand Extension. 38
3.2.5 Control Variables. 38
3.3 Hypotheses Tested. 39
3.4 Questionnaire and Sampling Design. 39
3.5 Data Analysis Procedures. 41
3.5.1 Descriptive Statistics Analysis. 41
3.5.2 Confirmatory Factor Analysis (CFA). 41
3.5.3 Structural Equation Modeling (SEM). 41
3.5.4 Hierarchical Multiple Regression (HMR) Analysis. 42
CHAPTER FOUR DATA ANALYSIS AND RESULTS 43
4.1 Demographic Characteristics of Respondents. 43
4.2 Descriptive Statistic Analysis. 46
4.3 Construct Validity Tests – Confirmatory Factor Analysis (CFA). 48
4.4 Structural Equation Modeling (SEM). 54
4.5 Hierarchical Multiple Regression Analysis. 55
CHAPTER FIVE RESEARCH CONCLUSION AND SUGESSIONS 59
5.1 Research Discussion and Conclusion. 59
5.2 Managerial Implications. 61
5.3 Limitations and Future Research. 62
REFERENCES 64
APPENDIX QUESTIONNAIRE DESIGN 74

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