| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 97 === Abstract
Taiwan’s Public Television began in 1998. In past 10 years, public television has provided audiences with programs with multiple sights、various scenes and high quality, as well as promoting educational and cultural development. Even though public television has successfully been integrated into Taiwan Broadcasting System（TBS）,it still faces many challenges and difficult problems in management.
Compared with general television stations, Public Television does not acquire advertising fees by stimulating TV Ratings, but rather depends on budget of government and contribution of corporations as its main source of funding. But the government has reduced the budget year by year and it becoming harder to recruit money from corporations and the public, so Public Television needs more stable resources. Furthermore Public Television has to confront the environment of digital channels; therefore “how to stand out in hundreds of channels and represent the value of Public Television” is another challenge.
After reviewing past research and documents, the study start with the brand image of Public Television and then investigates the relationships among brand Image、brand relationship quality and brand loyalty. The sample consists of a public who watched Public Television and give information based on questionnaires provided to them. This included 145 internet questionnaires and 151 on-the-spot for a total of 295 questionnaires (deducting 1 invalid questionnaire).
The main results are:
1.Average of functional image in brand image is the highest 、Average of
partner quality in brand relationship quality is the highest and Average of
affective loyalty in brand loyalty is the highest.
2.Brand image of Public Television will influence brand loyalty in a positive
way.
3.Brand image of Public Television will influence brand relationship quality
in a positive way.
4.Brand relationship quality of Public Television will influence brand loyalty
in a positive way.
5.Brand relationship quality is an important mediate variable between brand
image and brand loyalty.
Key words：Public Television, Brand Image, Brand Relationship Quality, Brand Loyalty
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