以往關於品牌個性之研究，大都採用Aaker (1997) 提出之量表，惟該量表之實證應用存有不少爭議，本研究乃應用刻板印象內容模型理論為基礎，建構航空公司品牌個性知覺量表，再探究旅客知覺航空公司品牌個性之影響前因及影響後果。研究實證乃透過兩階段進行，第一階段以航空旅客為對象，分別透過網路調查及實地調查獲得共421份樣本，經探索性因素分析與驗證性因素分析，確認所建構之3構面 (分別是親和力、能力及地位)、9個指標之品牌個性量表具有信度及效度，同時，迴歸分析結果顯示，3個品牌個性構面正向顯著影響購買意向。第二階段直接以所建構得之品牌個性量表，納入品牌logo與人員制服設計等，以392位大學生為分析對象進行驗證，其中品牌個性量表經前測驗因素分析後發現，「地位」一項構面與其衡量指標之因素負荷量與其他指標無明顯區別，故將其剔除。透過結構方程模式之分析，得大學生對航空公司品牌logo美學認知、logo對立美學認知，及人員制服美感認知，顯著影響其對航空公司品牌「親和力」及「能力」之認知，而品牌「親和力」及「能力」之認知則又顯著影響大學生購買意向。品牌logo及人員制服形象為多數旅客接觸航空公司的最初始介面，自然容易使旅客對航空公司品牌產生個性聯想，因此航空公司在塑造企業品牌個性並藉此行銷，以吸引與其品牌個性共鳴的旅客時，品牌logo圖像、文字及人員制服設計之重要性不容忽視。本研究成果可供航空公司品牌行銷管理之參考。

Past studies related to brand personality mostly adopted the measurement developed by Aaker (1997); however, there was some controversy on the practical use of the measurement. This study used the stereotype content model to develop airline brand personality measurement and investigated the precedents and consequences of the airline brand personality. The empirical research was done in two stages. The first stage chose airline passengers as the study case. 421 respondents’ perceptions of airline brand personality were collected via an online survey and face-to-face interview at the airport. After exploratory and confirmatory factor analysis, a measurement containing three-construct and 9-index was verified to be acceptable reliability and validity. Meanwhile, the three constructs which are warmth, competence, and status were also estimated to have significant effects on passengers’ buying intentions to airlines using regression model. The second study directly adopted the airline brand personality measurement developed from the first-stage study and incorporated brand logo and personnel uniform designs into the investigation. However, one of the three constructs, status, in the brand personality measurement was removed after a preminary study using factor analysis. Empirical data was received from 392 university students. Structural equation model was estimated and found that students’ perceptions of airline brand logo aesthetic, antiaesthetic, and personnel uniform aesthetic significantly impact both brand warmth and competence. The two brand personalities then significantly impact buying intentions. Since airline brand logo and personnel uniform are the first impression for most airline passengers, it is quite easy for passengers to associate with some specific personalities when seeing. Therefore, the importance of the brand logo designs and personnel uniform styles cannot be ignored for airlines when fostering specific personalities for their brands and attract passengers having congruity personalities. Our study provides implications for airline brand marketing managers.

目錄 I
表目錄 III
圖目錄 IV
摘要 V
ABSTRACT VI
第一章 緒論 1
1.1研究背景與動機 1
1.2 研究目的 3
1.3 研究對象 4
1.4研究流程 4
第二章 文獻回顧 6
2.1 品牌個性定義與衡量 6
2.1.1品牌個性定義 6
2.1.2品牌個性衡量 6
2.1.3應用AAKER BP量表於航空公司相關研究 8
2.1.4 AAKER品牌個性量表爭議 9
2.2刻板印象內容模型理論 12
2.3品牌個性之影響前因與影響後果 13
2.4小結 16
3.1 研究架構 17
3.2 研究構面 17
3.2.1品牌LOGO美感認知 17
3.2.2人員制服美感認知 18
3.2.3航空公司品牌個性 19
3.2.4購買意向 20
3.3 實證資料蒐集計畫 21
3.3.1 專家意見調查 22
3.3.2第一階段資料蒐集 24
3.3.3第二階段資料蒐集 25
第四章 實證分析 34
4.1第一階段研究資料實證分析 34
4.1.1敘述性統計分析 34
4.1.2因素分析及信度、效度分析 38
4.1.3初步迴歸分析 40
4.2第二階段研究資料實證分析 41
4.2.1描述性統計分析 41
4.2.2結構方程模式 44
第五章 結論與建議 47
5.1 結論 47
5.2建議 48
參考文獻 50
附錄一 (第一階段問卷) 57
附錄二 第二階段問卷 (三組其中之一) 59

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