臺灣博碩士論文加值系統

Along with the rapid changing of the global business trend and the ever increasing competitions, the science of brand management has hence become more and more important. An admirable brand image can create the products differences, establish the consumer preferences and faith, moreover, it can build up the image of an enterprise, which will in turn become the source of competitive advantages. The renowned brands such as Louis Vuitton, Gucci, Prada, Burberry, etc. have always been used by the consumers as the standards of their purchasing as well as measurement. It is therefore apparent that the brand image is not just a simple term. The luxury product business has infinite potential but also poses drastic competitions. Understanding what a luxury product means to the consumer group and how to assessing what status a luxury product stands in the minds of the consumers has thus become an important issue faced by the business.
This study is aimed at the Generation Y consumers in Central Taiwan area, which is carried out by adopting the method of convenience sampling. A total of 400 copies of questionnaire is distributed by the surveyor, while 225 effective copies of questionnaire are recovered, which represent an effective recovery rate of 56%. The survey is attempting to find out the relations entangled among brand image, luxury product brand cognition and purchase intention as considered by the consumers through way of statistics analysis. It has then been discovered through verification analysis that: 1). The Cronbach’s  values of the three variables of brand image, luxury product brand cognition and purchase intention all fall between 0.7~0.8; 2). the majority of the findings supports our hypothesis; 3). the luxury product brand cognition has an intermediary effect linking the brand image and the purchase intention.

Chapter I. Introduction 1
Section 1. Background and Motives 1
Section 2. Purpose of the study 3
Chapter II. Literature Review 4
Section 1. Generation Y 4
Section 2. Luxury product brands 8
Section 3. Brand images 18
Section 4. Purchase intention 23
Chapter III. Methodology 27
Section 1. Study structure 27
Section 2. Study targets and sampling 28
Section 3. Study tools 29
Section 4. Questionnaire pretest analysis 32
Section 5. Data analysis and statistical method 33
Chapter IV. Verification analysis and results 35
Section 1. Sample structure analysis 35
Section 2. Internal consistence analysis 38
Section 3. correlation analysis 39
Section 4. Regression analysis 40
Chapter V. Conclusions and suggestions 44
Section 1. Study findings 44
Section 2. Study conclusions 45
Section 3. Suggestions on practicalities 48
Section 4. Limitations to the study and follow-up research 51
References 53
Chinese References 53
English References 55
APPENDIX-Questionnaire 61

Chinese References
Chia-Hui Ma（1989）. City new breed. Taipei Yuan-Liou Publishing Co., Ltd..
Chien-Huan Lin（2002）. Consumer behavior. Zhisheng culture Co., Ltd..
Chi-Jie Shieh（1999）. “My view of the younger generation” , Counseling and guidance, No. 167, pp.13.
Chin-Gui Chen（1998）. Public Service Management of generational differences. Public Service Monthly ,19:10-19.
Chong-Syong Weng（1993）. Assessing service quality and service value of the research - in the banking industry as empirical subjects. National Taiwan University of Business Studies of the doctoral dissertation.
Da-Chuang Syu（1997）. Materialism: concept development and testing volume. National Science Board study on the topic.
Hsing-Hui Shieh（1999）. Generational differences in public servants of the Government's plans to re-Cognitive Study: The Case of Taipei and Kaohsiung City Government. National Chung Hsing University Institute for Public Policy Master's thesis.
Huan-Chen Peng（1996）. New people, new topic. Taipei: The Greek scrivener Limited Edition.
Jo-Chyan Wu（1997）. "Hot pop culture cute love", breakthrough magazine, No.146, 40-45.
Kai-Chieh Hu (2003). Applications of Service Quality Scale and Perceived Value Model to Identify Factors Affecting Consumers Repurchase Intentions: Case of Bus Carriers. Transport Technology and Management at Chiao Tong University, doctoral dissertation.
Pei-Chi Li & Chia-Yuan Chou（2006）. Lenovo's purchase face of the brand to respond to the wishes of customers. The two sides of Management Science Seminar-cum-business decision, Tamkang University, Institute of Management Sciences, pages 105-120.
Shih-Yu Chou & Chi-Wen Chen（2003）. Consumers about the product tie-ins attitudes, subjective norms, perceived value on purchase intention Study of the Impact. Taiwan's ability to enhance the implementation of a symposium organized by the National Central University Department of Business Administration, 27.
Shin-Chin Hsu（1987）. Management. Taipei: Tung Wah Bookstore.
Shun-Cing Hong(2001). Marketing Management. 3 Edition, Sin-lu bookstore.
Sin-Yi Hsu(2000). Consumers'' Perceived Values and Preferences for Sales Promotions: the Moderating Effect for Product Category. Yuan Ze University management master's thesis.
Ting-Yu Jiang, Pang-Hsiang Yu, & Jhih-Yu Chen（2004）. Consumer Psychology for Marketing. Singapore: Asia Thomson Learning.
Tai-Guang Peng & Yueh-Tzu Kao（2006）. Reason the study of common method variance: nature of the problem, impact, testing and remediation. Management Journal, Vol. 23, Issue 1, 77-98.
Wen-Ju Lin（2006）. Lifestyle and Media Usage of People in Taiwan－A Case Study of 2005 Shih Hsin Communication Database. Shih Hsin University, Institute of Public Relations-cum-ad.
Yu-Feng Lyu（2004）. Boutique Industry in Human Resource Management and Organizational Performance Association. National Sun Yat-sen Institute for Human Resource Management Master's thesis

English References
Aaker, D. A. & Keller, K. L. （1990）. Consumer evaluations of brand extensions, Journal of Marketing, 54(1),27-42.
Aaker, D. A. （1991）. Manage brand equity. New York: The Free Press.
Aaker, D. A. （1997）. Should you take your brand to where the action is? Harvard Business Review, 75(5), 135-144.
Aaker, D. A.,（1996）. Building Strong Brands Extensions, NY: The Free Press.
Alleres, D., （1990）.Luxe-Strategies Marketing, Paris: Economica.
Baron, R.M., & Denny, D. A., （1986）. The moderator-mediator variable distinction in social psychological researsh: Conceptual, strategic, and statistical considerations. Jourmal of Personality and Social Psychology, 5(6), 1173-1182.
Baudrillard, J. （1998）.“The Consumer society: myths & structures (Societe deconsommation)”, London; Thousand Oaks, Calif.: Sage.
Baudrillard, Jean.（1983）. Simulations. New York City, N.Y., U.S.A.: Semiotext(e), Inc.
Bearden, W. O. & Etzel, M. J., （1982）. “Reference Group Influence on Product and Brand Purchase Decisions,” Journal of Consumer Research, Vol. 9, pp. 183-194.
Belk, Russell W.（1988）. “Possessions and the extended self,” Journal of Consumer Research, 15, 139-168.
Biel, Alexander L. （1992）. “How Brand Image Drives Brand Equity” Journal of Advertising Research, 32（6）, 6–12.
Bolton, R. N., & Drew, J. H. （1991）. A multistage model of customers’ assessments of service quality and value. Journal of consumer research, (17),375-384.
Chernatory, L. D. & Mc William, G.,（1989）.“Branding terminology the real debate. Marketing Intelligence and Planning,” Marketing Intelligence and Planning, Vol. 7, pp. 29–32.
Chung, A. & Zaichkowsky, J.,（1999）.“Understanding Luxury Brands in Hong Kong,” European Advances in Consumer Research, Vol. 4, pp. 310-316.
Dobni, D. & Zinkhan, G. M.（1990）. In search of brand Image: A foundation analysis, Advances in Consumer Research, 17(1), 110-120.
Dobni, D. （1990）. “In Search of Brand Image: A Foundation Analysis”, Advances in Consumer Research, 17(1), 110–119.
Dodds, W. B., K. B. Monroe, & D. Grewal.（1991）. “The Effects of Price, Brand, and Store Information on Buyer’s Product Evaluations.” Journal of Marketing Research, Vol. 28, No.3, pp. 307-319.
Dubois, B & Doquesne, P. （1993）.“ Polarization Maps: A new approach to identifying and assessing competitive position- the case of luxury brands.” Marketing and Research Today, 21(May), 115-123.
Dubois, B., Laurent, G. & Czellar, S.,（2001）. “Consumer Rapport to Luxury: Analyzing Complex and Ambivalent Attitudes,” Consumer Research Working Paper, No. 736, HEC, Jouy-en-Josas, France.
Dubois, Laurent, & Czellar.（2002）. Consumer Rapport to Luxury: Analyzing Complex and Ambivalent Attitudes Comsumer Research Working Paper, 736.
Engel, J. F., Blackwell R. D. & Miniard, P. W.（2001）. Consumer Behavior, Harcourt College Publishers, 9th ed.
Engel, J. F., Blackwell, R.D. & Miniard, P.W.（1984）. Consumer Behavior, Hwa-Tai Bookstore, Taipei, 1990.
Faircloth, J. B.（2001）. The effect of brand attitude and brand image on brand equity, Journal of Marketing Theory and Practice, Statesboro, 9(3),61-75.
Faircloth, James B., Louis M. Capella, & Bruce L. Alford.（2001）. “The Effect of Brand Attitude & Brand Image on Brand Equity.” Journal of Marketing: 61-75.
Festinger, Leon（1954）.“A theory of social comparison process,”Human Relations,7(1), 117-140.
Formkin, H. L.（1972）. “Feelings of interpersonal undistinctiveness: An unpleasant affective state,” Journal of Experimental research in Personality, 6, p.178.
Fredericks, J. O., & Slater, J. M.,（1998）. “What does your customer really want?” Quality Progress,Vol.31, pp.63-65.
Gardner, Burleigh B., & Sidney J. Levy,（1955）. ”The Product and the Brand”. Harvard Business Review, March-April, pp.33-39.
Garfein, Richard T.（1989）.“Cross-cultural perspectives on the dynamics of prestige,”Journal of Services Marketing, 3, 17-24.
Grewal, Dhruv, R. K., Julie B.,& Norm B., （1998）. The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions, Journal of retailing, 74(3),331-352.
Grewal, Dhruv, R. Krishnan, Julie Baker & Norm Borin, （1998）. “The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions,” Journal of retailing 74 (3): 331-352.
Hirschman, E. C. & Holbrook, M. B.,（1982）. “Hedonic Consumption: Emerging Concepts, Methods and Propositions,” Journal of Marketing, Vol. 46, Summer, pp. 92-101.
Hirschman, Elizabeth & Morris Holbrook（1982）, “Hedonic consumption:emerging concepts, methods, and prepositions,” Journal of Marketing, 46,Summer, pp.92-101.
Howard, J. A. & Sheth, J. N.,（1969）. The Theory of Buyer Behavior, NY: John Wiley & Sons, pp. 33-54.
Kapferer, J.,（1992）. Strategic Brand Management, New York: The Free Press.
Keller, K. L.（1993）. Conceptualizing, measuring, managing customer-based brand, Journal of Marketing, 57(1), 1-23.
Keller, K. L.,（2001）. Building customer-based brand equity（cover story）, Marketing Management, 10(2),14-19.
Kirmani, A., & Zeithmal, V. （1993）. Advertising, perceived qualty, and brand equity and advertising: Advertising’s role in building strong brands. Lawrence Erlbaum Assocates, 143-162.
Kotler, P.,（2003）. Marketing Management, 11th, ed., NJ: Prentice-Hall.
Laroche, M., C. Kim, & L. Zhou.（1996）. “Brand Familiarity and Confidence as Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context,” Journal of Business Research 37, no.2: 115-120.
Leibenstein, H.,（1950）.“Bandwagon, Snobs and Veblen Effects for the Theory of Consumer’s Demand,” Quarterly Journal of Economics, Vol. 64, May, pp. 183-207.
Lichtenstein, D. R., Ridgway, N. M.,& Netemeyer, R. G.,（1993）.“Price Perceptions and Consumer Shopping Behavior: A Field Study,” Journal of Marketing Research, Vol. 30, May, pp. 234-245.
Low, G. S.（2000）. The measurement and dimensionality of brand associations. Journal of Product and Brand Management, 9(6), 350-370.
Mason, R.,（1981）. Conspicuous Consumption:A Study of Exceptional Consumer Behavior, NY: St. Martin’s Press.
Mick, D.G. & Demoss, M.（1990）. “Self-gifts: phenomenological insights from four contexts.”Journal of Consumer Research, 17, 3, pp. 322-333.
Nueno, J. L., & Quelch, J. A.,（1998）. “The Mass Marketing of Luxury,” Business Horizons. Greenwich: Nov/Dec, Vol. 41, No. 6, pp. 61-68.
Park, C. W., B. J. Jaworski, & D. J. MacInnis,（1986）. “Strategic Brand Concept-image Management,“ Journal of Marketing 50 (4): 135-145.
Randall, G.（1997）. Do Your Own Market Research（1st ed）. London: Kogan Page Ltd.
Rao, Akshay R.,& Kent B. Monroe（1989）.“The effect of price, brand name, and store name on buyers’ perceptions of product quality: An integrative review,” Journal of Marketing Research, 26, 351-357
Reynolds, T. J. & Gutman, J. （1984）. Advertising as image management. Journal of Advertising Research, 24, 27-38.
Richardson, P. S., Dick, A. S. & Jain, A. K.（1994）. Extrinsic and extrinsic cueeffect on perceptions of store brand quality, Journal of Marketing Research, 58(4),28-36.
Richins, M. L.（1994）.“Valuing things: the public and private meanings of possessions,”Journal of Consumer Research, Vol. 21, December, pp. 504-521.
Richins, M. L.（1994）. “Special Possessions and the Expression of Material Values,” Journal of Consumer Research 21, 522-533.
Romaniuk, J., & Sharp, B.（2003）. Brand salience and customer defection in subscription markets. Journal of Marketing Management, 19, 25-44.
Roux, Elyette（1995）.“Consumer evaluation of luxury brand extensions,” EMAC Conference, May, ESSEC, Paris.
Rust, R., & Oliver, R. L.（1994）. Service quality: Insights and managerial implications from the frontier (pp.1-19). New York: Sage Publication.
Schiffman, L. G. & Kanuk, L. C. （2000）. Consumer behavior. Wisconsin：Prentice Hall International.
Silverstein, M. J., & Fiske, N.（2003）. “Luxury for the Masses”, Harvard Business Review. Boston: Apr, Vol. 81, Iss. 4, pp. 48
Snyder, C. R. & Fromkin, H. L.,（1977）.“Abnormality as a Positive Characteristic: The Development and Validation of a Scale Measuring Need for Uniqueness,” Journal of Abnormal Psychology, Vol. 86, No. 5, pp. 518-527.
Solomon, M. R.（1995）. Consumer Behavior, 4th, Prentice-Hall, pp.469-489.
Spangenberg, E. R., Voss, K. E., & Crowley, A. E.,（1997）. “Measuring the Hedonic and Utilitarian Dimensions of Attitude: A Generally Applicable Scale,” Advance in Consumer Research, Vol. 24, pp. 235-241.
Thakor, M. V. & L. P. Katsanis, （1997）. “A Model of Brand and Country Effects on Quality Dimensions: Issues and Implications,” Journal of International Consumer Marketing 9(3): 79-100.
Tuan, Y. F.,（1980）.“The Significance of The Artifact,” Geographical Review, Vol. 70, No. 4 , pp. 462-472.
Veblen, Thorstain,（1931）. The Theory of Leisure Class. USA: Viking Press.
Vickers, J. S. & Renand, F.,（2003）.“The Marketing of Luxury Goods: An Exploratory Study - Three Conceptual Dimensions,” The Marketing Review, Vol. 3, pp. 459-478.
Vigneron, F. & Johnson,L.W.（1999）.“ A review and a conceptual framework of prestige-seeking consumer behavior.” Journal of Marketing Science Review
Vignoren, F. & L. W. Johnson（2004）. “Measuring Perception of Brand Luxury.” Journal of Brand Management 11, no.6: 484-506.
Wong, N. Y., & Ahuvia, A. C. （1998）. Personal taste and family face: Luxury consumption in Confucian and Western societies. Psychology & Marketing, 15(5), 423-441.
Woodruffe-Burton,H.（1998）.“Private desires, public display: consumption, postmodernism and fashion’s New Man,”International Journal of Retail & Distribution Management, Vol.26,No.8,pp.301-310.
Zeithaml, V. A.（1988）. Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of marketing, (52), 2-22.
Zeithaml, Valarie A.,（1988）. “Consumer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence.” Journal of Marketing, Vol.52,: 2-22.