隨著國內經濟快速發展，以及消費者消費行為與生活型態的改變，國內零售業的產業結構也產生重大改變，百貨公司就是為了因應「一次購足」的新生活型態而衍生之產業。
百貨公司業的快速成長，吸引許多競爭者投入。如何在眾多競爭者中脫穎而出，品牌導向成為企業維持生存與成長的重要關鍵。因此百貨公司應該更注重品牌經營的概念，藉由品牌權益做為行銷參考的主軸，使投入發揮更大的效益。
百貨公司所提供給顧客的不僅只是實體的物品販售，還包含許多不同屬性的價值，例如周遭環境帶給消費者之舒適程度，專櫃人員服務態度之干擾，甚至音樂、空調溫度的適宜程度等，都會影響消費者此次的購物經驗以及對該百貨公司品牌之看法，因此在討論百貨公司品牌權益時，本研究加入了商店形象的構面一併探討。
本研究以「信義新光三越」以及「忠孝SOGO」為問卷發放地點，使用便利方法進行抽樣，共計回收349份有效問卷。研究結果如下：
1. 「品牌感覺」、「商店環境與氣氛」、「品牌共鳴」、「品牌凸顯」、「產品品質」、「產品價格」等六個百貨公司品牌權益構面對百貨公司品牌權益有顯著的影響
2. 從研究結果發現，六個構面之間對百貨公司品牌權益之相對重要性確實不同，依其影響力排序為：品牌感覺>品牌顯著>產品品質>品牌共鳴>商店環境與氣氛>產品價格。
關鍵字：百貨公司、品牌權益、商店形象

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