本研究基於文獻探討發現品牌權益內涵看法分歧，且缺乏理論背景。因此以交易成本理論為基礎，提出一具基礎理論(Microfundation)的交易成本觀點之顧客基礎品牌權益模型。說明消費者購買產品時，是處於Williamson所稱的市場失靈情況，除了要考慮商品的實際售價外，另外必須對市場不完全下產生的交易成本納入考量。品牌可視為一種能夠降低消費者購買產品時產生之交易成本的機制。而品牌權益來自於顧客對不同品牌認知交易成本差異而反應於財務上的價值。

交易成本的高低取決於資訊搜尋成本、道德危機成本、遲滯成本；當顧客面對某品牌所投注的資訊搜集成本及購買後面對的道德危機成本相對其他品牌愈少，交易成本即愈低。若顧客與品牌間產生之資產專屬性愈高，則其被遲滯的程度愈大，欲轉換至其他品牌的轉換成本愈大，相對於其他品牌而言，繼續使用資產專屬性較高的品牌，顧客所須付出的成本較低。綜合資訊收集成本、道德危機成本與遲滯成本形成顧客面對的交易成本。顧客知覺交易成本高的品牌，品牌權益較低。反之顧客知覺交易成本相對較低的品牌，則反應出較高的品牌權益。

研究發現品牌策略的典範移轉情形大致為創造品牌知識、至品牌信任、再到品牌依賴。品牌知識由品牌形象及品牌知名度構成；品牌信任則由消費者知覺品牌的品質、創新、關懷三者所組成；品牌依賴則由消費者對產品實體利益、品牌心理認同、與社會規範形成。籍由對品牌知識、信任、依賴的建立可以減少消費者的交易成本，增加品牌權益。

本研究並由品牌權益理論發展與模型建構，輔以文獻整理與佐證，發展了19項品牌權益內涵的命題，且就行銷組合、市場與競爭情況、次要聯想、消費者面等因素，探討對品牌權益的影響。

最後提出對理論與實務的涵意，對學術界，本研究統整了複雜且眾多的品牌權益構面，有助於了解品牌權益的意義及內涵全貌，並可作為品牌權益研究的基礎。對實務界，建議行銷人員應減少消費者購買產品所產生的交易成本，增加品牌權益。透過思考品牌權益發生的根本原因，可以清楚的掌握品牌權益建立的重心。另從品牌管理重心的演變觀之，追求品牌依賴是可見的趨勢。因此本研究對企業界有極大的幫助，可以建立起行銷人員品牌權益管理的架構。

目錄

第一章 緒論 1

第一節 研究背景 1

第二節 研究動機 2

第三節 研究問題與目的 4

第四節 研究架構 8

第二章 品牌權益與交易成本理論之文獻探討 12

第一節 品牌權益 13

一、品牌權益的定義 13

二、品牌權益研究的發展 21

三、品牌權益的構面 26

第二節 交易成本理論 40

一、交易成本簡介 40

二、交易與交易成本 42

三、交易成本的主要內涵 43

四、投機主義的介紹 49

五、交易的特性 51

節三節 文獻探討評論 54

第三章 交易成本理論觀點之品牌權益模型 56

第一節 品牌權益模型 56

第二節 交易成本與品牌權益 62

第四章 品牌權益內涵之探討 69

第一節 品牌知識與資訊成本 70

第二節 品牌信任與道德危機成本 75

第三節 品牌依賴與遲滯成本 81

第四節 品牌權益內涵比較 92

一、與Keller 架構之比較 92

一、與Aaker 架構之比較 92

第五章 影響品牌權益內涵相關因素之探討 95

第一節 行銷組合策略對品牌權益的影響 95

一、產品策略 95

二、價格策略 96

三、通路策略 96

四、促銷組合策略 97

第二節 市場與競爭情況 98

一、競爭品牌數目 98

二、產品間的品質差異程度 99

節三節 次要聯想對品牌權益的影響 99

第四節 消費者因素對品牌權益的影響 100

第六章 結論與建議 105

第一節 研究結論 105

一、品牌權益理論發展與模型建構 105

二、品牌權益內涵命題發展 106

第二節 理論與實務涵意 110

一、對學術界的涵意 110

二、對實務界的涵意 110

第三節 研究限制 113

第四節 後續研究建議 114

參考文獻 117

一、中文部份 117

二、英文部份 120

表次

表2-1 品牌權益定義彙整 19

表2-2 品牌權益分涵分類彙整表 39

表4-1 交易成本觀點下品牌權益命題彙整 88

表6-1 品牌權益內涵命題發展結果 107

圖次

圖 1-1 本研究架構圖 11

圖 2-1 Aaker之品牌權益架構 30

圖 2-2 Keller之品牌權益架構 33

圖 2-3 Magajan、Rao & Srivastava 之品牌權益架構 35

圖 2-4 組織失靈架構 46

圖 3-1 品牌權益內涵與交易成本關係圖 58

圖 3-2 交易成本理論觀點之品牌權益模型 61

圖 3-3 交易成本與品牌權益之關係 62

圖 4-1 顧客基礎品牌權益內涵 69

圖 2-4 本研究品牌權益模式與Aaker、Keller 架構之比較 94

圖 5-1 品牌在不同消費者決策階段扮演之角色 101

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