本研究依策略行銷觀點，探討品牌關係型態對品牌忠誠之影響，檢驗品牌信任與品牌愛慕之中介效果。 以台灣三大都會區平板電腦使用者為調查對象，有效問卷樣本383份（回收率為89%)，在95%信賴區間 具有正負5%的誤差度，樣本檢定未發現無反應偏差及同源偏差的情況，以SmartPLS2.0及SPSS21.0進行 驗證。發現情感型品牌關係對品牌信任有正向顯著影響，工具型品牌關係負向顯著影響品牌信任，品牌信 任對品牌愛慕有正向顯著影響，品牌愛慕對態度忠誠及行為忠誠有正向顯著影響，品牌信任及品牌愛慕乃 情感型品牌關係與態度及行為品牌忠誠的三路徑中介效果。此外，品牌信任及品牌愛慕乃工具型品牌關係 與行為忠誠的三路徑中介效果。最後，提出管理意涵及後續研究建議。

This study was conducted by the strategic marketing perspective to test the impact of brand relationship types on brand loyalty, we also test three path effects of brand love and brand trust. This study collected from three metropolitan customers who used tablet PC. We get 383 usable samples, valid response rate is 89%〇, were tested for non-response bias and common-method bias, they seem to indicate that these biases were not significantly serious. Data analysis was performed with SmartPLS2.0 and SPSS21.0 to test the proposed model. The results indicated that expressive brand relationship is a significant predicator of brand trust. Instrumental brand relationship has a negative influence on brand trust. Brand trust has a positive influence on brand love. Brand love have influence on attitudinal and behavioral loyalty. Expressive brand relationship through three-path mediated effect of brand trust and brand love impacts on attitudinal and behavioral loyalty. Instrumental brand relationship through three path mediated effect of brand trust and brand love influences on behavioral loyalty. Finally, these results suggest managerial implications and the directions of future researches.