品牌的重要性在於能夠從消費者的品牌印象獲得源源不絕的利潤。對大多數企業而言，必須清楚認知到產品不等於品牌、現今的行銷戰就等於品牌戰，以及品牌的價值創造核心必須具體化為品牌權益。特別是從消費者為基礎的觀點來看，重視與消費者相關的品牌權益是會讓企業獲得持續性的競爭優勢以及更健全的財務績效。然而，消費者不滿意、抱怨、謠言或任何負面消息都可能會傷害到一個企業辛苦建立的品牌形象。如果可以事先預防消費者的不滿意，或是，透過鞏固公司能力以防當服務失效或產品瑕疵發生時，減低顧客流失或提高顧客再購意願，就可以減少公司在這方面所必須要付出的成本與心力。本研究藉由了解不滿意顧客的再次購買意圖，嘗試發掘品牌權益在消費者與品牌關係間所扮演的角色。因此，本研究的目的在於回答以下兩個研究問題：（一）在不滿意的情境下，什麼因素能改善顧客的再購意圖？（二）基於承諾與信任，儘管顧客感到不滿意，品牌權益是透過何種方式去影響顧客的再購意圖？

本研究以問卷調查方式，共回收 123 份有效樣本，並採用線性結構方程式(Partial Least Squares) 進行分析。主要研究發現歸納如下： (1) 信任對承諾有顯著的正向影響效果。 (2) 承諾及信任分別對再購意圖有顯著的正向影響效果。 (3)透過信任與承諾的中介，品牌權益在消費者不滿意時能夠增強他們再次惠顧的意願。文末提供後續相關研究方向與實務建議。

Brand equity is regarded as a very important concept in business practice as well as in academic research because marketers can gain competitive advantage through successful brands. The study is one of the few studies proposing a conceptual model accessing relationship theory to understand the impact of brand equity on purchase behavior especially customer repatronage intention in such context of dissatisfaction. Thus, the purpose of the present research is to answer two questions: (1) What factors will improve repatronage intention in customer dissatisfaction context? (2) Based on commitment and trust, how do brand equity influence customer repatronage intention despite dissatisfaction?

This study conducts online surveys and applies statistical analyses, PLS (Partial Least Squares), to investigate the findings. The results show that there is a significant relationship between commitment and trust. At the same time, brand equity has strong impact on commitment and trust. Most importantly, the result indicates brand equity influence dissatisfied consumers’ repatronage intention through mediating roles of commitment and trust. Detailed theoretical and managerial implications of these findings are presented.

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