(3.215.183.251) 您好!臺灣時間:2021/04/22 22:06
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:葉建榮
研究生(外文):Cheng-Jung Yeh
論文名稱:以延伸相似度為干擾變項探討價格促銷與品牌延伸評估關係之研究
論文名稱(外文):The moderating effect of similarity on the relationship between price promotion and brand extension evaluation
指導教授:林少龍林少龍引用關係
指導教授(外文):Shao-Lung Lin
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際貿易學系碩士班
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:112
中文關鍵詞:價格促銷品牌延伸相似度品牌延伸評估
外文關鍵詞:Price promotionBrand extension similarityBrand extension evaluation
相關次數:
  • 被引用被引用:5
  • 點閱點閱:253
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:113
  • 收藏至我的研究室書目清單書目收藏:4
過去有關價格促銷對品牌評估之研究傾向於價格促銷對品牌評估之影響較為負面,而且這些研究大多著重於價格促銷的事後之評估,很少有研究探討事前評估,尤其是尚未有研究探討價格促銷是否會影響品牌延伸之事前評估。此外,雖然許多研究指出延伸相似度會干擾消費者對品牌延伸之評估,然而未有研究探討延伸相似度是否干擾價格促銷與品牌延伸評估之關係。因此,本研究的目的試圖探討及檢驗價格促銷與延伸相似度的交互作用對品牌延伸評估的影響。本研究採取實驗法,以桌上型電腦為延伸產品,採用實際品牌與延伸產品操弄延伸相似度。研究程序則分為預試和正式實驗兩階段,預試主要在測試消費者對品牌的品質、熟悉度及延伸相似度,預試結果選出Panasonic與Nokia為實驗品牌。正式實驗為檢驗價格促銷是否會影響品牌延伸評估、過去價格促銷行為是否與現在價格促銷產生交互作用影響品牌延伸評估以及相似度、過去價格促銷行為與現在價格促銷之三階交互作用是否影響品牌延伸評估。研究結果指出,價格促銷負面影響品牌延伸評估,而過去價格促銷行為與現在價格促銷行為不一致時會比一致時較不利品牌延伸評估。此外,延伸相似度干擾價格促銷行為一致性與品牌延伸評估之關係。本研究亦對理論與實務上的意義提出探討。
It were comparatively negative effect about price promotion to brand evaluation in the past studies, and mostly focused on the evaluation after price promotion. There were few studies focused on pretrial brand evaluation, especially non studied that if price promotion affect the pretrial brand extension evaluation. In addition, a lot of research points out that brand extension similarity was proposed as a moderator of the effects on brand extension evaluation. However, non study discussed whether similarity moderate the relationship between price promotion and brand extension evaluation. Therefore, The main purpose of this study is to discuss and examine the interactive effect between price promotion and similarity on brand extension evaluation. The methodology is the experimental research and the extension product is used as a personal computer. All brands and extension product are in the grasp of the similarity. We will use pretest and formal experiment. The purpose of pretest is to examine brand quality, familiarity, and similarity. The outcome of pretest will select two brands which formal experiment needed. Panasonic and Nokia were selected. The laboratory study is designed to exam-ine whether price promotion affect brand extension evaluation, whether the interactive effect between past promotion behavior and price promotion on brand extension evalua-tion, and whether 3-way interactive effect among similarity, past promotion behavior and price promotion on brand extension evaluation. Results indicate that unfavorable effect about price promotion on brand extension evaluation. There are more unfavorable effects on inconsistency with past promotion behavior than consistency. Besides, simi-larity moderates the relationship between price promotion consistency and brand exten-sion evaluation. This study also discusses the result and theoretical implications.
內容目錄
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... x
第一章  緒論................... 1
  第一節  研究背景............... 1
  第二節  研究問題............... 3
  第三節  研究目的............... 5
第四節  研究架構............... 6
第二章  文獻探討................. 7
  第一節  品牌延伸評估............. 7
  第二節  延伸相似度.............. 16
  第三節  價格促銷............... 22
  第四節  信號理論............... 27
  第五節  資訊可獲性 -可診斷架構........ 29
第六節  研究假設............... 31
第三章  研究方法................. 35
  第一節  實驗設計............... 35
  第二節  預試................. 36
第三節  正式實驗............... 40
第四節  樣本結構與資料分析方法........ 43
第四章  研究結果................. 46
  第一節  效度與信度分析............ 46
  第二節  假設檢定............... 48
第五章  結論與建議................ 56
  第一節  結論................. 56
  第二節  理論上的涵義............. 58
  第三節  行銷實務上的涵義........... 60
  第四節  研究限制............... 62
第五節  未來研究的建議............ 63
參考文獻 ..................... 64
附錄A  預試問卷................. 73
附錄B  正式問卷................. 89
表目錄
表 2-1 「消費者對品牌延伸評估」的衡量方式..... 11
表 3-1 五種產品類別與二十五種品牌......... 37
表 3-2 品牌品質、熟悉度預試結果.......... 38
表 3-3 延伸相似預試結果.............. 40
表 3-4 品牌延伸評估衡量項目 ............ 42
表 3-5 正式實驗樣本結構.............. 43
表 3-6 正式實驗各組樣本數............. 44
表 4-1 知覺品質及知覺價值之因素分析與信度分析結 果.....................
47
表 4-2 「現在價格促銷」與「現在沒有價格促銷」之知覺品質平均值之ANOVA分析............
48
表 4-3 「現在價格促銷」與「現在沒有價格促銷」之知覺品質平均值之ANOVA分析............
48
表 4-4 價格促銷一致性對知覺品質影響之成對比較.....................
49
表 4-5 價格促銷一致性對知覺價值影響之成對比較.....................
50
表 4-6 價格促銷對消費者知覺品質影響的三階ANOVA分析.....................
52
表 4-7 價格促銷對消費者知覺價值影響的三階ANOVA分析.....................
52
表 4-8 相似度與價格促銷一致性對知覺價值影響之成對比較.....................
53
表 4-9 不相似度與價格促銷一致性對知覺價值影響之成對比較....................
54
表 5-1 研究假設驗證結果總表............ 57
圖目錄
圖 1-1 研究架構.................. 6
參考文獻
一、中文部分
范碧珍(2004),2004年消費者心目中理想品牌調查,突破雜誌,222(1),36-41。
二、英文部分
1.Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41.
2.Ahluwalia, R., & GUrhan-Canli, Z. (2000). The effects of exten-sions on the family brand name: An accessibil-ity-diagnosticity perspective. Journal of Consumer Researc, 27(3), 371-381.
3.Ajzen, I., & Fishhein, M. (1980). Understanding attitudes and pre-dicting social behavior. New Jersey: Prentice-Hall.
4.Bagwell, K., & Riordan, M. (1991). High and declining prices sig-nal product quality. The American Economic Review, 81(1), 224-239.
5.Bitta, D., Monroe, B. K., & McMinnis, M. J. (1981). Consumer perception of comparative price advertisements. Journal of Marketing Research, 18(4), 416-427.
6.Blattberg, R. C., & Neslin, S. A. (1990). Sales promotion: concepts, methods, and strategirs. New Jersey: Prentice Hall.
7.Boush, D. M., & Loken, B. (1991). A process-tracing study of brand extension evaluations. Journal of Marketing Research, 28(1), 16-28.
8.Boulding, W., & Kirmani, A. (1993). A consumer-side experimental examination of signaling theory: Do consumers perceive warranties as signal of quality?. Journal of Consumer Re-search, 20(1), 111-123.
9.Broniarczyk, S. M., & Alba, J. W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31(2), 214-228.
10.Czellar, S. (2003). Consumer attitude toward brand extensions: An integrative model and research propositions. International Journal of Research in Marketing, 20(1), 97-115.
11.Davis, S. J., Inman, J., & McAlister, L. (1992). Promotion has a negative effect on brand evaluations-or does it? Additional disconfirming evidence. Journal of Marketing Research, 29(2), 143-148.
12.Dawar, N., & Anderson, P. F. (1994). The effects of order and direc-tion on multiple brand extensions. Journal of Business Re-search, 30(2), 119-129.
13.Dawar, N., & Parker, P. (1994). Marketing universals: Consumer''s use of brand name, price, physical appearance, and retailer reputation as signal of product quality. Journal of Marketing, 58(2), 81-95.
14.Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand and store information on buyers'' product evaluations. Journal of Marketing Research, 28(3), 307-319.
15.Dodson, J. A., Tybout, A. M., & Sternthal, B. (1978). Impact of deals and deal retraction on brand switching, Journal of Marketing Research, 15(1), 72-81.
16.Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of Consumer Re-search, 21(1), 119-134.
17.Feldman, J. M., &. Lynch, J. G.,Jr. (1988). Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior. Journal of Applied Psychology, 73(3), 421-435.
18.Fiske, S. T., (1980). Attention and weight in person perception: The impact of negative and extreme behavior. Journal of personal & social psychology, 38(1), 889-906.
19.Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparisons advertising on buyers'' perceptions of ac-quisition value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46-59.
20.Gronhaug, K., Lines, R., & Hem, L. (2000). Exploring the impor-tance of product category similarity and selected personal correlates in brand extensions. The Journal of Brand Man-agement, 7(3), 197-209.
21.Hastie, R. (1984). Causes and effects of causal attributions. Journal of personal & social psychology, 46(1), 44-56.
22.Inman, J. J., McAlister, L., & Hoyer, W. D. (1990). Promotion sig-nal: proxy for a price cut? Journal of Consumer Research, 17(1), 74-52.
23.Ippolito, P. M. (1990). Bonding and nonbonding signals of product quality. Journal of Busine, 63(1), 41-60.
24.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
25.Keller, K. L. (2001). Strategic brand management (2nd ed.). New Jersey: Prentice-Hall.
26.Keller, K. L. & Aaker. D. A. (1992). The effects of sequential in-troductions of brand extensions. Journal of Marketing Re-search, 29(1), 35-50.
27.Keller, K. L., Heckler, S. E., & Houston, M. J. (1998). The effects of brand name suggestiveness on advertising recall. Journal of Marketin, 62(1), 48-57.
28.Kelly, H. H., (Ed.). (1972). Attribution in social interaction, In at-tribution: Perceiving the causes of behavior. New Jersey: Prentice-Hall.
29.Kotler, P., Siew, L. M., Swee, A. H., & Chin, T. T. (Eds.). (1998). Marketing management. New Jersey: Prentice-Hall.
30.Lane, V. (2000). The impact of ad repetition and ad content on con-sumer perceptions of incongruent extensions. Journal of Mar-keting, 64(1), 80-91.
31.Lane, V., & Jacobson, R. ( 1995). Stock market reactions to brand extension announcements: The effects of brand attitude and familiarity. Journal of Marketing, 59(1), 63-77.
32.Lichtenstein, D. R., & Bearden, W. O. (1989). Contexual influences on perceptions of merchant-supplied reference prices. Journal of Consumer Research, 16(6), 290-296.
33.Lichtenstein, D. R., & O’Hara, B. S. (1989). Marketplace attribu-tions and consumer evaluation of discount claims. Psychology & Marketing, 6(4). 163-180.
34.Lichtenstein, D. R., & Bearden, W. O. (1989). Contextual influ-ences on perceptions of merchant-supplied reference prices. Journal of Consumer Research, 16(6), 55-66.
35.Lutz, N. A. (1989). Warranties as signals under consumer moral hazard, Rand Journal of Economics, 20(2), 239-255.
36.Maoz, E., & Tybout, A. M. (2001). Similarity and the moderating role of involvement in the evaluation of brand extensions, Journal of Consumer Psychology, 12(2), 119-132.
37.Mela, C. F., Gupta, S. & Lehmann, D. R. (1997). The long-term impact of promotion and advertising on consumer brand choice. Journal of Marketing Research, 34(2), 248-257.
38.Meyers-Levy, J. & Tybout, A. M. (1989). Schema congruity as a basis for product evaluation. Journal of Consumer Research, 16(1), 39-55.
39.Milgrom, P., & Roberts, J. (1986). Price and advertising signals of product quality. Journal of Political Economy, 94(4), 796-754.
40.Monroe, K. B., & Krishnan, R. (1985). The Effect of Price on Sub-jective Product Evaluations, In Jacob, J. & Jerry, C. Ol-son(Eds.),. In Perceived Quality: How Consumers View Stores and Merchandise. Massachusetts: Lexington Books.
41.Morrin, M. (1999). The impact of brand extensions on parent brand memory structures and retrieval processes. Journal of Mar-keting Research, 36(4), 517-525.
42.Moore, D. J., & Olshavsky, R. W. (1989). Brand choice and deep price discounts. Psychology & Marketing, 6(3), 181-196.
43.Nelson, P. (1970). Information and consumer behavior. Journal of Political Economy, 78(2), 311-329.
44.Neslin, S. A., & Shoemaker, R. W. (1989). An alternative explana-tion for lower repeat rates after promotional purchases. Jour-nal of Marketing Research, 26(2), 205-213.
45.Park, C. W., Milberg, S., & Lawson, R. (1991). Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18(1), 185-193.
46.Raghubir, P., & Corfman, K. P. (1999). When do price promotions affect pretrial brand evaluations. Jounal of Marketing Re-search, 36(2), 211-222.
47.Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers''. Journal of Marketing Re-search, 26(3), 351-358.
48.Sheinin, D. A. (2000). The effects of experience with brand exten-sions on parent brand knowledge. Journal of Business Re-search, 49(1), 47-60.
49.Sheinin, D. A., & Schmit, B. H. (1994). Extending brand with new product concept: The role of category attribute congruity, brand affect, and brand breadth. Journal of Business Research, 31(1), 1-10.
50.Sinha, I. & Smith, M. F. (2000). The impact of price and extra prod-uct promotions on store preference. International Journal of Retail & Distribution Management, 28(2), 83-97.
51.Sirohi, N., McLaughlin, E. W., & Wittink, D. (1998). A model of consumer perceptions and store loyalty intentions for a su-permarket retailer. Journal of Retailing, 74(2), 223-246.
52.Smith, A., & Park, C. W. (1992). The effects of brand extensions on market share and advertising efficiency. Journal of Marketing Research, 29(3), 296-313.
53.Tauber, E. M. (1988). Brand leverage: Strategy for growth in a cost-control world. Journal of Advertising Research, 28(4), 26-31.
54.Taylor, S. E. (1991). Asymmetrical effects of postive and negative Events: the mobilization-minimization hypothesis. Psycho-logical Bulletin, 10(1), 67-85.
55.Taylor, V. A., & Bearden, W. O. (2002). The effects of price on brand extension evaluations: The moderating role of exten-sion similarity. Academy of Marketing Science, 30(2), 131-141.
56.Yadav, M., & Monroe, K.B. (1993), How buyers perceive savings in a bundle price: an examination of a bundle’s transaction value. Journal of Marketing Research, 30(3), 350-358.
57.Zeithaml, V. (1988), Consumer perceptions of price, quality, and value: a means-end model and synthesis of the evidence, Journal of Marketing, 52(1), 2-22.
58.Zikmund, W. G. (2000). Business research methods (6th ed.). New York: Harcourt, Inc.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔