品牌形象對品牌忠誠的建構：CAC中介路徑擴展模式

Exploring a Missing Link for the Brand Image Effect on Brand Loyalty: The Mediated Path of the CAC Extending Model

本研究依據態度理論以CAC（cognition - affection - conation）模式驗證品牌信任與品牌愛慕及品牌意識之效果，澄清品牌形象與品牌忠誠的混淆不清關係。以台灣三大都會區使用平板電腦使用者為問卷調查對象，有效樣本383份之回收率為89%，在95%信賴區間具有正負5%的誤差度，樣本檢定未發現無反應偏差及同源偏差的情況，以SmartPLS 2.0及SPSS 21.0進行驗證。結果發現功能形象、象徵形象及經驗形象對品牌信任皆有正向顯著影響，品牌信任對品牌愛慕有正向顯著影響，品牌意識與品牌愛慕對態度忠誠及行為忠誠皆有正向顯著影響。品牌信任及品牌愛慕對功能及經驗形象與品牌忠誠間具有重要的雙中介效果，而品牌信任對功能及經驗形象與品牌忠誠間具有中介效果，品牌愛慕對經驗及象徵形象與品牌忠誠具有中介效果。最後，針對研究結果提出管理意涵及後續研究建議。

This study used the attitude theory and the CAC model to test the effect on brand trust, brand love and brand consciousness to ultimately examine the confounded relationship between brand image and brand loyalty. This survey is conduct among the participants had to reside in one of three metropolitan cities in Taiwan, and be a user of a tablet computer device. Out of a total 383 responses, 89% were valid, and the error estimate was in ±5% from 95% of a confidence interval. Smart PLS2.0 and SPSS21.0 were used to verify the data, and non-response bias and common method bias were not considered significant issue. The functional, symbolic, and experiential images had significant positive influences on brand trust, and that brand trust had a great positive impact on brand love. Brand consciousness and brand love had an outstanding positive effect on brand loyalty. Brand trust and brand love had dual important mediating effects between functional and experiential images, and brand loyalty. Moreover, brand trust had a mediating effects of functional, experiential images and brand loyalty. Brand love had a mediating effects of experiential, symbolic images and brand loyalty. Finally, managerial implications and the suggestions for further study are discussed.