在疫情的衝擊、各國間的貿易戰爭與地緣政治的風險下，許多企業面臨生存的挑戰，有的已淹沒在這一波又一波的衝擊，退出了市場，有的仍在持續掙扎，尋找一線生機。然而，絕大多數經營超過百年的老店卻在「百年」的歷史基業下，建立了差異化及品牌化的基礎，使他們在充斥著各種系統及非系統風險的環境下仍能屹立不搖。因此，本研究擬探討促使百年老店品牌化的特質是什麼？這些建立品牌化的關鍵特質為何能為百年老店帶來競爭優勢？
本研究透過刺激-有機體-反應理論(S-O-R theory)探討這些百年老店成功的關鍵因素，檢視百年品牌形象能否作為對消費者的刺激信號，並將「品牌傳承」(brand heritage)視為百年品牌特質與品牌權益項目，以消費者品牌態度作為有機體內在情理的衡量準則，檢視其特質是否會透過此模型影響消費者對品牌的忠誠度，進而成為其競爭優勢。同時，本研究也探討「百年老店」品牌特質在影響消費者行為時，品牌態度對消費者認知層面或情感層面的中介效果。
研究採用結構方程模型(SEM)檢驗各潛在變項之間的關聯性，並以拔靴(bootstrapping)法探討品牌態度的中介效果，再以Prodclin2法分析認知與情感兩要素各自的中介表現。根據調查法蒐集的資料進行分析發現，百年老店具備的品牌特質－「品牌形象」以及「品牌傳承」皆會透過消費者的品牌態度影響其品牌忠誠度，其中品牌形象透過認知品牌態度有較大程度的中介效果；品牌傳承則是透過情感品牌態度發揮較大的中介效果。此外，分析結果也顯示，百年傳承特質透過此模型建立了品牌忠誠度；較高忠誠度之品牌能降低行銷成本，據此降低對手與自己競爭的能力，故百年老店的品牌傳承使該品牌資產提升，而具競爭力。
另一方面，實驗設計的結果顯示，在有標示「百年」相關字樣的產品上，品牌態度對其購買意願相較無百年相關字樣的產品有較高的解釋力，其中品牌態度的認知層面與購買意願有顯著的相關性，但與情感層面的相關性則呈顯不顯著。因此，企業可以考量在產品行銷方面，採故事性的行銷手法強化品牌故事的傳達，藉此喚起消費者的共鳴，進而促進較高的購買意圖。

Facing the impact of the coronavirus, trade wars between countries, and geopolitical economic risks nowadays, the survival of many operators in the market has been challenged. Century-old stores have "hundred-year" history background, which enables them to have a basis for differentiation and branding ability to take risks.
To figure out if the century-old stores can be competitive, this study firstly intends to figure out what are the features that can make a century-old store have the branding ability, and to examine whether the key factors which established the century-old stores’ success can be the stimulus to consumers. Based on the S-O-R model, this study would explore how consumers’ internal status will process when receiving the century-old brands’ characteristics as cues and influence the brand loyalty eventually.
After the analysis of SEM, the results demonstrate that the century-old brands’ characteristics－Brand Image and Brand Heritage will affect consumers' brand loyalty through their brand attitudes. As looking into the mediator effect of the model, through the Prodclin2 method, the results show that brand attitude as the mediator, its cognitive component has a greater mediating effect on brand image to loyalty; and its affective component has higher indirect influence on brand heritage to loyalty. In addition, some scholars have proposed that brand heritage as one of the brand equity elements, the analysis results of this research show that the century-old heritage trait establishes brand loyalty. Brands with higher loyalty can reduce their marketing costs, thereby reducing their opponents’ competing ability. Hence, the brand heritage as one of the brand equities can make the brand itself more competitive.
Besides, based on the feasibility of the research framework, the experiment research can be implemented, and the results show that for products with the "Centennial"-related words on the product, consumers’ brand attitude will show higher purchasing intention outcomes than the products without one.

論文審定書…………………………………………………………… i
誌謝…………………………………………………………………... ii
中文摘要………………………………………………………….…... iii
英文摘要………………………………………..…………………….. iv
第壹章 緒論………………………………..………………………. 1
第一節 研究背景與動機……………..……………………….. 1
第二節 研究目的……………………..……………………….. 3
第三節 研究流程……………………..……………………….. 4
第貳章 文獻探討……………………..………………………….… 5
第一節 前言……………..…………………………………….. 5
第二節 S-O-R 刺激-有機體-反應模型…………………......... 5
第三節 百年老店品牌特質…………..……………………….. 9
一、 關鍵成功因素..…………………...………………... 9
二、 品牌傳承……………...…..…................................... 12
第四節 品牌權益…………………..…………………...……... 17
一、 品牌權益之定義與構面………...………………..... 17
二、 品牌權益做為競爭力的展現.................................... 23
第五節 品牌態度………………..……………………...……... 24
第六節 研究假說…….…….………...……...…........................ 27
第參章 研究方法……………………..………………..................... 30
第一節 研究架構............……………………..……………..... 30
第二節 資料蒐集方法與研究樣本 …………………...…….. 31
第三節 變數衡量工具……………………...…………...……. 31
第四節 問卷設計......……………………………...…….......... 36
第五節 統計分析方法…..…………………...……………….. 38
第肆章 問卷資料分析…..…………………….……….…………... 40
第一節 研究樣本結構與敘述性統計分析…..……………...... 40
一、 樣本結構分析…..……………………………...……. 40
二、 問卷各變數之題項敘述性統計分析…..…………… 42
第二節 信度分析…..…………………...…………………….. 44
第三節 效度分析…..…………………………………...…….. 46
第四節 結構方程模型分析(SEM) …..………………...…….. 50
第五節 研究小結..…..……..…………………...…………….. 54
第伍章 實驗設計與分析..…………………….……….…………... 55
第一節 前言…..…………………....................................……. 55
第二節 實驗設計..…..……..…………………...…………….. 55
第三節 實驗分析..…..……..…………………...…………….. 58
第四節 實驗小結..…..……..…………………...…………….. 64
第陸章 結論與建議…..…………………...……………………….. 65
第一節 前言…..…………………....................................……. 65
第二節 研究結果與討論…..…………………...…………….. 65
第三節 研究發現…..…………………………………...…….. 66
第四節 研究限制與建議…..…………………...…………….. 67
參考文獻 …..…………………...………………………………….... 69
附錄 …..…………………...……………………................................ 76

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