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研究生:黃靜文
研究生(外文):Ching-Wen Huang
論文名稱:成份品牌策略對品牌延伸評價之研究
論文名稱(外文):The Impact of Ingredient Branding Strategies on Brand Expansion
指導教授:陳振燧陳振燧引用關係
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系碩士班
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:2003
畢業學年度:91
語文別:中文
論文頁數:90
中文關鍵詞:成份品牌策略品牌延伸品牌權益
外文關鍵詞:Ingredient Branding Strategies、Brand Expansion
相關次數:
  • 被引用被引用:9
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本研究將成份品牌策略分為自有成份品牌和聯合成份品牌策略,在兩種延伸方式的組合之下,對品牌延伸評價之影響。研究目的主要在探討成份品牌策略對品牌權益的影響,延伸方式對品牌權益的影響,以及在兩種不同的組合搭配下對品牌權益的影響,另外,衡量在產品類別相關性和所有權狀態的干擾之下,對品牌權益的影響。本研究以實驗設計的方式,以文字的描述的方式,在成份品牌策略和延伸方式的搭配下,對產品特性的描述,受測產品為多芬乳霜洗面乳,受測對象為21-29歲之女性。其結果顯示,不同延伸方式和不同成份品牌的搭配,對延伸產品的評價是有顯著差異的。而在產品類別相似性的干擾之下,不同的延伸方式和不同成份品牌策略的搭配組合,對延伸產品的評價亦是有顯著差異的。所有權狀態的干擾效果,只存在於新屬性延伸和聯合成份品牌的搭配上。
The ingredient branding strategies are divided into self-ingredient branding strategy and cobranded ingredient branding strategy and study the impact of ingredient branding strategies on two type of brand expansion. The purposes of this study to explore (1)the impact of each ingredient branding strategies on brand equity.(2)the impact of each brand expansion on brand equity.(3)The impact of compose of ingredient branding strategies and brand expansion on brand equity.(4)the interference of ownership effect and product category similarity on the impact of brand equity. The study use an experimental design to describe the characteristic of product on composes of ingredient branding strategies and brand expansion. The experimental brand is “DOVE’. The female of 21-29 years old are recruited as research subject. The results indicate that the impact of compose of ingredient branding strategies and brand expansion on brand equity have significant difference. And the interference of product category similarity on the impact of brand equity has significant difference. The interference of ownership effect just only affects the compose of cobranded ingredient branding strategies and new attribute expansion on brand equity
中文摘要…………………………………………………………………………. i
英文摘要…………………………………………………………………………. ii
致謝……………………………………………………………………………iii
目錄……………………………………………………………………………iv
表目錄…………………………………………………………………………v
圖目錄…………………………………………………………………………vi
第壹章 绪論………………………………………………………………1
第一節 研究背景與動機…………………………………………………1
第二節 研究目的…………………………………………………………2
第貳章 文獻探討…………………………………………………………3
第一節 成份品牌…………………………………………………………3
第二節 品牌延伸…………………………………………………………10
第三節 品牌權益…………………………………………………………16
第四節 所有權效果………………………………………………………32
第參章 研究方法…………………………………………………………33
第一節 研究架構…………………………………………………………33
第二節 研究假設…………………………………………………………34
第三節 研究變數的操作型定義與衡量…………………………………38
第四節 研究設計…………………………………………………………40
第五節 資料蒐集與分析方法……………………………………………43
第肆章 結果分析…………………………………………………………46
第一節 一致性分析………………………………………………………46
第二節 各變數對於延伸產品之品牌評價之影響………………………47
第三節 假設驗證…………………………………………………………61
第伍章 結論與建議………………………………………………………62
第一節 研究結果…………………………………………………………62
第二節 行銷實務意涵……………………………………………………64
第三節 研究限制與後續建議……………………………………………67
參考文獻……………………………………………………………………68
附錄…………………………………………………………………………74
中文部分
王敏容,消費者之品牌認同程度、所有權狀態與產品線延伸策略對品牌評價的影響,台灣大學商學研究所,民國88年
吳明隆,SPSS 統計應用實務,松崗出版社,民國89年
紀琇蓉,不同形式的產品線延伸及所有權對品牌評價的影響,中央大學企業管理研究所未出版博士論文,民國91年
袁愛亭,從產品互補性、品牌聲望一致性與定價方式探討品牌聯盟之效果,輔仁大學管理學研究所未出版碩士論文,民國88年
陳欣怡,品牌個性契合度對品牌聯盟成效之影響,雲林科技大學企業管理研究所未出版碩士論文,民國89年
陳振燧,顧客基礎的品牌權益衡量與建立之研究,政治大學企業管理研究所未出版博士論文,民國85年
陳振燧、呂芳洲,品牌聯盟策略影響品牌權益建立之研究,亞太管理評論,第四卷,第四期,民國88年


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