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研究生:唐子翔
研究生(外文):Tang, Tzu-Hsiang
論文名稱:廣告支出量對品牌權益之影響研究
論文名稱(外文):A Study of the Effects of Advertising Expenditure on Brand Equity
指導教授:黃志文黃志文引用關係
指導教授(外文):Hwang Chee-Wen
學位類別:碩士
校院名稱:淡江大學
系所名稱:管理科學研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:1997
畢業學年度:85
語文別:中文
論文頁數:120
中文關鍵詞:品牌權益廣告支出量
外文關鍵詞:Brand EquityAdvertising Expenditure
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品牌權益目前在企業實務界以及學術研究界皆被視為一個非常重要的觀
念,因為藉著成功的品牌,可使行銷者獲得競爭優勢。公司擁有高權益的
品牌所能獲得的優勢包括:(1)品牌延伸的成功機會(2)在競爭者促銷壓力
下抵抗的復原力(3)建立競爭者進入障礙。本研究之目的在採用一套顧客
基礎的品牌權益量表,由消費者的角度衡量三種產品(洗髮精、運動鞋、
易開鋁箔咖啡)中不同品牌的品牌權益,探討各品牌花費不同的廣告支出
量,是否造成消費者對不同品牌間產生不同的品牌權益,以及人口統計變
數是否對消費者衡量品牌權益造成影響。本研究採分層隨機比率配置抽樣
法,以淡江大學商學院中兼有日夜間部系級之全體同學為研究對象,實證
產品為洗髮精、運動鞋、易開鋁箔咖啡。研究結果發現:本研究以修正後
之顧客基礎的品牌權益量表衡量洗髮精、運動鞋、易開鋁箔咖啡三種產品
之品牌權益,經因素分析後三種產品皆得到「認同品牌與形象」、「認知
表現」、「信賴感」與「認知價值」四個衡量品牌權益的構面。三種產品
廣告支出量高之產品,其整體品牌權益分數皆顯著高於廣告支出量低之品
牌,且在產品之品牌權益各構面上,廣告支出量高之產品大致皆獲得較高
之分數,尤其是在「認同品牌與形象」構面及「認知表現」構面上,廣告
支出量的效果更是顯著。針對六個品牌(三種產品)瞭解人口統計變數是
否對受測者衡量品牌權益造成影響,結果顯示雖然對每個品牌而言,有顯
著影響的人口統計變數皆不大相同,但仍可發現性別、學制別、戶籍所在
區域、年齡與系別確實會影響消費者衡量品牌權益。
Brand equity is regarded as a very important concept in
business practice as well as in academic research, because
marketers can gain competitive advantage through successful
brands. The competitive advantages for firms that have brands
with high equity include the opportunity for successful
extensions, resilience against competitors'''' promotional
pressures, and creation of barriers to competitive entry.The
purposes of this research is to revise an instrument to measure
different brand''''s customer-based brand equity, to investigate
the effect of the advertising expenditure on brand equity, and
to compare the difference of customer-based brand equity
measured by consumer sociodemographic characteristics.The data
were obtained from a stratified random proportional allocation
sample in the Business College of Tamkang University. This
research tested brands in three product categories - cans of
coffee, shampoo, and sport sneakers. Each set includes two
brands. The summary of research findings is as follows:1. By
using factor analysis to find the dimensions of brand equity, in
all three product categories, four dimensions had found, they
include: (1) commitment to the brand and image (2) perceived
performance (3) trustworthiness (4) perceived value.2. In all
three product categories, the brand with the higher advertising
expenditure all indeed have higher average rating of brand
equity. In most of the dimensions, the brand with the higher
advertising expenditure also indeed have higher rating,
especially in "commitment to the brand and image" and "perceived
performance" dimensions.3.With each brand, the difference in
some consumer sociodemographic characteristics indeed affects
the evaluation of the brand equity.
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