A study of relationships among brand image, brand identification and social alliance – by taking the ATM services for example.

[[abstract]] 台灣銀行業的ATM本是非常大眾化的金融服務，然而因為少部分有能力與擁有強勢通路之便利超商結合的銀行把自家ATM直接設置在超商內，造成銀行業跨行手續費分潤已經呈現兩極化的趨勢。 本研究採用量化分析，探究品牌形象、品牌認同與社會聯盟等相關理論，並透過實證探討三者之間的關係。 研究結果顯示，社會聯盟確實可提升品牌形象，而品牌形象亦對消費者品牌認同有正向影響。此外，本研究也發現社會聯盟有著降低銀行跨行手續費用的效果。 最終希望本研究成果能讓處於通路劣勢的銀行有所啟發，透過社會聯盟等策略提升品牌形象，強化品牌認同，改善經營績效。[[abstract]]Automatic Teller Machine (ATM) in Taiwan’s banking behavior is a very popular financial service. However, only a limited population of banks with affiliated convenience stores have the access to directly locate their ATM in the stores. This phenomenon reveals an extremely diverse distribution in transaction profits among banks. To explore related theory in support of the relationship between brand image, brand identification and social alliance, a quantitative approach was employed to substantially analyze the cause and effect among those factors. The result from this study shows that social alliance can certainly enhance brand image, and brand image also has positive influence on brand identification among consumers. In addition, the result also shows that social alliance can significantly reduce the ATM transaction cost for banks. The purpose of this study is to inspire some disadvantaged banks. Hopefully, they can promote their brand image with strategies such as social alliance, which will lead to increase brand identification and improved achievement of the business as well.[[note]]碩