本文主要探討產品價值與品牌忠誠度之關係。将產品價值區分為快樂價值與功利價值，分別對品牌信任與品牌情感作探討，即加入中介變数－品牌信任、品牌情感，退行分析，以瞭解產品面典品牌面的關係。研究結果顯示(1)產品價值影響了消費者對品牌之信任與情感。(2)品牌信任與品牌情感進一步影響消費者對品牌之。(3)消費者對品牌之態度影響了其對品牌之購買行為。
This study focuses on the relation between product value and brand loyalty. We define product value as hedonic value and utilitarian value, and then explore the interaction between product value and brand trust and which between product value and brand affect. The results of this study indicate that product value leads to greater brand trust and brand affect; brand trust and brand affect can determine attitudinal loyalty; attitudinal loyalty leads to greater purchase loyalty.
