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研究生:吳真瑋
論文名稱:品牌個性與品牌關係關聯性之研究
指導教授:翁景民翁景民引用關係
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:1999
畢業學年度:87
語文別:中文
論文頁數:94
中文關鍵詞:品牌品牌個性品牌關係
相關次數:
  • 被引用被引用:82
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  • 收藏至我的研究室書目清單書目收藏:3
品牌是消費者對於產品的概念,其表示了產品間的差異,而此差異的產生是由消費者所促成的,而可視為品牌權益的基礎。消費者是品牌權益創造過程中一個主動的參與者,也可稱為品牌的權益夥伴。由此可見,消費者所扮演的角色日益重要。也因此引起本研究試圖探討品牌關係之動機。
本研究採用問卷方式探討消費者對於品牌之一般性態度、品牌個性認知、消費型態、以及消費者認知品牌所表現出來的態度,並藉以發展出不同之品牌關係類型。本研究利用因素分析及差異性檢定以探討在不同之品牌關係下,消費者在各因素認知上之差異,以供行銷實務上之參考。
本研究發現消費者與品牌間個性及態度的互動會形成不同之品牌關係,而各品牌關係在因素上之表現具有顯著差異。與品牌間屬於「朋友」關係、「從屬」關係、以及「夥伴」關係的消費者在品牌聯想態度以及品牌個性認知上均顯著高於屬於「利益結合」關係與「敵意」關係的消費者。且本研究發現,在消費型態方面,購買頻率較低、自己選購或同事或室友陪同選購、及購買金額較高的消費者品牌之功能資訊因素顯著高於其他類型之消費者。而品牌的長期使用者對於品牌聯想中之自我表現因素及品牌個性之魅力信賴因素認知顯著高於其他類型之使用者或非使用者。而在購買動機方面,購買動機屬於無意中看到、因為打折去看看、或是知道有新款上市的消費者對於品牌聯想態度及品牌個性的認知高於不具此類動機的消費者,且購買動機為內衣舊了不能穿的消費者在各項因素認知上均低於不具此項動機的消費者。
第一章  緒 論………………………………………………………1
第一節、研究動機………………………………………………1
第二節、研究問題及研究目的…………………………………3
第三節、研究範圍………………………………………………4
第二章  文獻探討……………………………………………………5
第一節、品牌權益的定義………………………………………5
第二節、品牌個性的定義 ……………………………………18
第三節、品牌關係 ……………………………………………22
第三章  研究設計 …………………………………………………31
第一節、研究架構與操作性定義 ……………………………31
第二節、研究假設 ……………………………………………32
第三節、研究方法 ……………………………………………34
第四章  資料分析與結果 …………………………………………35
第一節、品牌關係分類 ………………………………………35
第二節、消費者態度之因素分析 ……………………………46
第三節、品牌個性之因素分析 ………………………………48
第四節、品牌關係間各因素表現差異之分析 ………………50
第五節、消費者態度及品牌個性與消費型態之交叉分析 …59
第五章  研究結論與建議 …………………………………………70
第一節、研究結論 ……………………………………………70
第二節、理論及行銷實務上之涵意 …………………………76
第三節、研究限制 ……………………………………………80
第四節、後續研究建議 ………………………………………81
參考文獻 ………………………………………………………………83
附 錄 …………………………………………………………………89
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