臺灣博碩士論文加值系統

本研究主要探討產品特徵相似度、品牌概念一致性以及代言人可信度對於品牌延伸評估之影響，進行真實品牌虛擬延伸之實驗。首先透過兩次前測挑選出正式實驗所需之延伸產品、廣告代言人以及了解母品牌之品牌概念。前測結果以林志玲與吳玟萱分別代表可信度高低不同之代言人；以皮包、文具、手錶、美妝，分別代表阿瘦皮鞋與Bally品牌延伸相似度高低不同之產品。在正式實驗階段以平面廣告及情境來操弄自變數，採用2×2×2的受測者間因子實驗設計，加上二組控制組，共計十種實驗組合進行測試。以大學生為受測對象，每組40人，共計回收336份有效問卷。研究結果顯示，消費者對於尊貴型品牌延伸到產品特徵相似度低的產品，將比功能型品牌延伸到產品特徵相似度低的產品有較好的評價；而代言人可信度越高，消費者對於延伸產品有較好的評價。

This study examined the effects of celebrity credibility, product feature similarity and brand concept consistency on brand extension. Extension products, endorsers and brand concept were determined by two pretests. The result of the pretest was chosen Chih-Ling Lin and Wen-Hsuan Wu as the different levels of credibility endorsers in the experiment. Leather handbags, writing materials, cosmetics, and wristwatches were represented the different feature similarity products of ASO and Bally. The design was a 2×2×2between-subjects factorial design. Undergraduate students were recruited as research subject, result to 336 efficient samples. The results indicated that the evaluation of prestige brand was better than functional brand under the low feature similarity extension. Also, higher credibility endorser may make better extension evaluation.

目錄

中文論文摘要 ...................................................................................................... i
英文論文摘要 ..................................................................................................... ii
誌謝 .................................................................................................................... iii
目錄 .................................................................................................................... iv
圖目錄 ................................................................................................................ vi
表目錄 ............................................................................................................... vii

第一章 緒論 ..................................................................................................... 1
第一節 研究背景與動機 ......................................................................... 1
第二節 研究目的 ..................................................................................... 3

第二章 文獻探討 ............................................................................................. 4
第一節 品牌延伸 ..... ............................................................................... 4
第二節 延伸相似度 ............................................................................... 11
第三節 品牌概念 ................................................................................... 15
第四節 廣告代言人 ............................................................................... 18

第三章 研究方法 ........................................................................................... 28
第一節 觀念性架構與研究假設 ........................................................... 28
第二節 實驗設計 ................................................................................... 33

第四章 研究分析與結果 ............................................................................... 46
第一節 研究分析 ................................................................................... 46
第二節 研究結果 ................................................................................... 58

第五章 結論與建議 ....................................................................................... 59
第一節 研究討論與結論 ....................................................................... 59
第二節 管理涵義 ................................................................................... 63
第三節 研究限制與建議 ....................................................................... 64

參考文獻 ........................................................................................................... 66
附錄A 前測問卷 ........................................................................................... 75
附錄B 正式問卷 ........................................................................................... 82



圖目錄

圖3-1 本研究之觀念性架構 ......................................................................... 28
圖4-1 產品特徵相似度與品牌概念一致性對延伸產品態度之交互效果 . 53
圖4-2 產品特徵相似度與品牌概念一致性對購買意願之交互效果 ......... 53
圖4-3 產品特徵相似度與代言人可信度對延伸產品態度之交互效果 ..... 56
圖4-4 產品特徵相似度與代言人可信度對購買意願之交互效果 ............. 57


表目錄

表2-1 過去文獻對於品牌延伸評估之衡量 ................................................... 9
表2-2 廣告代言人效益的研究理論 ............................................................. 19
表2-3 Ohanian的廣告代言人可信度特質 ................................................... 22
表2-4 廣告代言人實證研究回顧 ................................................................. 24
表3-1 實驗設計 ............................................................................................. 33
表3-2 母品牌可能延伸之產品 ..................................................................... 34
表3-3 2007年EICP資料庫 - 台港明星偏好度 (20~29歲之受測者) ..... 35
表3-4 代言人可信度之平均值 ..................................................................... 37
表3-5 各延伸產品之產品特徵相似度平均值 ............................................. 39
表3-6 阿瘦皮鞋各延伸產品之品牌概念一致性平均值 ............................. 40
表3-7 Bally各延伸產品之品牌概念一致性平均值 .................................... 40
表3-8 各實驗組別之有效樣本分布表 ......................................................... 44
表3-9 受測者之個人基本資料 ..................................................................... 45
表4-1 信度分析結果 ..................................................................................... 46
表4-2 代言人可信度之操弄檢定 ................................................................. 47
表4-3 變異數分析彙總表 ............................................................................. 48
表4-4 產品特徵相似度效果 ......................................................................... 49
表4-5 品牌概念一致性效果 ......................................................................... 50
表4-6 代言人效果 ......................................................................................... 50
表4-7 代言人可信度效果之ㄧ ..................................................................... 51
表4-8 代言人可信度效果之二 ..................................................................... 52
表4-9 代言人可信度效果之三 ..................................................................... 52
表4-10 產品特徵相似度與品牌概念一致性對延伸產品態度之變異數分析
........................................................................................................................... 52
表4-11 產品特徵相似度與品牌概念一致性對購買意願之變異數分析 ... 53
表4-12 產品特徵相似度與品牌概念一致性效果之ㄧ ............................... 54
表4-13 產品特徵相似度與品牌概念一致性效果之二 ............................... 55
表4-14 產品特徵相似度與代言人可信度對延伸產品態度之變異數分析
........................................................................................................................... 56
表4-15 產品特徵相似度與代言人可信度對購買意願之變異數分析 ...... 57
表4-16 研究假設結果彙整 .......................................................................... 58

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