臺灣博碩士論文加值系統

This research explores the relationship between the product origin which consisted of authentic products from authorized retailers, authentic products from grey market and counterfeit products toward brand value and brand loyalty. This topic is important because the growth of counterfeit market has increasingly every year. Internet and online purchases is also growing tremendously, especially when people have more or less aware of product origin.
The purpose of this study is to investigate the effects of brand loyalty and brand value according to Aaker (1997) states for consumers is easy to assign their personality qualities to represent their own brand optical mindset.
Therefore, to based on the literature review and conceptual model, this study has been developed the attempts to examine the influence of brand value and brand loyalty, via using these factors include product origins, brand experience and brand dilution. In particular, the model proposed to see if there is any similarity or difference between two main factor effects.
Data was collected using an online questionnaire and in person during February to April in 2018. SPSS statistical software was used to describe demographic information of the sample, and MANOVA Model was used to test the research hypotheses.

ACKNOWLEDGEMENTS................................................................................. II
ABSTRACT ........................................................................................................ III
TABLE OF CONTENT................................................................. IV
LIST OF FIGURES .......................................................................................... VII
LIST OF TABLES........................................................................................... VIII
CHAPTER ONE INTRODUCTION....................................................................1
1.1 Motivation and Purposes .............................................................................. 1
1.2 Importance of study ...................................................................................... 4
1.3 Conceptual Framework.................................................................................5
CHAPTER TWO LITERATURE REVIEW........................................................7
2.1 Brand Dilution .............................................................................................. 7
2.1.1 Brand.......................................................................................................7
2.1.2 Brand Value............................................................................................9
2.1.3 BrandDilution......................................................................................10
2.1.4 Theory and Relate studies.....................................................................11
2.2 Brand Experience........................................................................................12
2.2.1 Definition..............................................................................................12
2.2.2 Theories and Related Studies................................................................12
2.3 Luxury Goods ............................................................................................. 14
2.3.1 Definition..............................................................................................14
2.4 Authorized Retailers ................................................................................... 14
2.4.1 Definition..............................................................................................14
2.4.2 Thoeries and Related Studies................................................................14
2.5 Grey Goods.................................................................................................15
2.5.1 GreyGoodsDefinition.........................................................................15
2.5.2 Theories and Related Studies of Grey Goods........................................16
2.6 Counterfeit Products ................................................................................... 16
2.6.1 Counterfeit Products Definition............................................................16
2.6.2 TheoriesandRelatedStudiesofCounterfeitProducts.........................17
2.7 Brand Loyalty ............................................................................................. 18
2.7.1 Definition..............................................................................................18
2.7.2 Theories and Related Studies................................................................19
CHAPTER THREE RESEARCH METHOD .................................................... 20
3.1 Method........................................................................................................20
3.1.1 MeasuringBrandLoyalty.....................................................................20
3.1.2 MeasuringBrandDilution....................................................................21
3.1.3 MeasuringBrandExperience...............................................................21
3.1.4 Measuring Brand Value........................................................................21
3.2 Research Hypotheses .................................................................................. 21
3.3 Questionnaire..............................................................................................23
3.4 Sampling Design and Participants .............................................................. 25
3.4.1 MainQuestionnaire..............................................................................25
3.4.2 Procedures.............................................................................................25
CHAPTER FOUR DATA ANALYSIS..............................................................26
4.1 Demographic Analysis................................................................................26
4.2 Overall Thailand Respondents Analysis.....................................................26
4.2.1 Authentic Products from Authorized Retailer Respondents Analysis..28
4.2.2 Authentic Products from Grey Markey Respondents Analysis............29
4.2.3 Counterfeit Products Respondents Analysis.........................................30
4.3 Descriptive Statistics...................................................................................31
4.3.1 Brand Experience Analysis...................................................................31
4.3.2 BrandDilutionAnalysis.......................................................................32
4.4 Descriptive Factor Analysis........................................................................33
4.4.1 Descriptive Factor Analysis based on Framework 1 “Brand Loyalty” 33
4.4.2 DescriptiveFactorAnalysisbasedonFramework2“BrandValue”...37
4.5 MANOVA Test...........................................................................................39
CHAPTER FIVE CONCLUSION......................................................................43
5.1 Findings ...................................................................................................... 43
5.2 Managerial Implications ............................................................................. 46
5.3 Limitations..................................................................................................46
5.4 Future Research .......................................................................................... 47
REFERENCES ................................................................................................... 48
APPENDIX A.....................................................................................................55

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