跳到主要內容

臺灣博碩士論文加值系統

(18.97.14.86) 您好!臺灣時間:2025/02/07 22:16
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:潘信穎
研究生(外文):Hsin -Yin
論文名稱:原品牌態度與延伸契合度對休閒農場品牌延伸影響之研究
論文名稱(外文):The Effect of the Original Brand Attitude and Extensive Fit on Brand Extensions of the Leisure Farms
指導教授:林俊昇林俊昇引用關係
指導教授(外文):Jeun-Sheng Lin
學位類別:碩士
校院名稱:國立屏東商業技術學院
系所名稱:行銷與流通管理系
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:73
中文關鍵詞:延伸契合度原品牌態度休閒農場品牌延伸
外文關鍵詞:Brand ExtensionLeisure FarmsExtensive FitOriginal Brand Attitude
相關次數:
  • 被引用被引用:6
  • 點閱點閱:321
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:7
休閒農場為一休閒服務產業,其競爭日趨激烈,消費者之需求逐漸朝向多元化,休閒農場經營者必須主動制定各種策略來面對挑戰,才能達到農場經營的永續。本研究主要目的探討消費者對休閒農場的態度其對休閒農場品牌延伸評價之影響;休閒農場與其延伸產品之間契合度之高低,是否影響對延伸產品的評價;以及新產品上市時,延伸方式及相關的延伸產品訊息是否會影響消費者的評價。研究中採用2×2之實驗設計法,以中部某知名牧場為實驗品牌,經資料分析及驗證,結果歸納如下:對休閒農場品牌態度較佳者,正向影響品牌延伸評價,亦會有較佳的購買意願;休閒農場品牌延伸契合度愈高者,對品牌延伸評價愈高,其中相似延伸會影響延伸契合度與品牌延伸評價;產品訊息對原品牌態度與延伸契合度及品牌延伸評價間並無影響效果。
Being a member of the leisure service industry,leisure farms are facing more competition,as customers’ demand becoming at diversified,leisure farm managers must come up with various of strategies management for sustained. The purpose of the study was to explore whether customers’ attitude , toward the leisure form would influence of brand extension evaluation; to test the effect of the extensive of the product fit on product extension evaluation;(3)to examine whether the methods of product extension and product information would affect customers’ evaluation or the new product developed by the leisure farms. The study used the experimental design two by two, on a well leisure name in central Taiwan , as the experimental brand. The results of this research indicated that: the brand attitude positively affected brand extension evaluation and purchase intention; the brand extension evaluation who higher when the brand extensive fit who higher; the similarity between the original and extension brand influence the relationship between the extension fit and brand extension evaluation; the product information did not influence the original brand attitude,extensive fit, and brand extension evaluation.
目 錄

第壹章 緒論
第一節 研究背景及動機 1
第二節 研究目的 3
第三節 研究範圍 4
第四節 研究流程 5

第貳章 文獻探討
第一節 品牌延伸 6
第二節 原品牌態度 11
第三節 品牌延伸契合度 16
第四節 購買意願 22

第參章 研究方法
第一節 研究架構 24
第二節 研究變數之操作性定義與衡量 26
第三節 實驗設計過程 31
第四節 信度分析 32
第五節 研究工具 34

第肆章 資料分析與研究結果
第一節 樣本結構 36
第二節 樣本資料分析 41
第三節 原品牌態度與延伸契合度對延伸產品評價之影響 43
第四節 產品訊息及延伸相似度干擾作用之分析 46
第五節 假設驗證之彙整 51

第伍章 結論與建議
第一節 研究結論 52
第二節 行銷策略建議 54
第三節 研究限制 55

參考文獻 55
附 錄 62
參考文獻
行政院農業委員會(2004)。休閒農業場家全面性調查計畫執行報告。台北:行政院農業委員會。
吳佩鈺(2001)。消費者對品牌延伸評價的決定因素探討。長庚大學企業管理研究所碩士論文。
周文賢(2002)。多變量統計分析:SAS/STAT使用方法。台北:智邦文化出版社。
邱皓政(2001)。量化研究與統計分析。台北:五南圖書出版有限公司。
段兆麟(1997)。頭城休閒農場經營診斷分析。臺灣農業,第33卷,第4期,22-36頁。
陳振燧(2001) 。從品牌權益觀點探討品牌延伸策略。輔仁管理評論,第8卷,第1期,33-56頁。
游誌明、林育慈(1996)。臺灣發展休閒農場可行性之研究-以中部酪農村休閒農場為例。臺灣土地金融季刊,33(4),91-121頁。
Aaker, D. A.(1991).The value of brand equity. Journal of Business Strategy, 13(1), 27-32.
Aaker, D. A.(1996). Building strong brands (1st ed.). NY: The Free Press.
Aaker, D. A. and Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41.
Aaker, D. A. and Keller, K. L.(1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(1), 35-50.
Allard, C. R., Riel, V., Lemmink, J. and Hans, O. (1991). Consumer evaluations of service brand extension. Journal of Service Research, 3, 220-231.
Arjun, C. (1999). Does brand mediate brand equity outcomes. Journal of Marketing Theory and Practice, 7(2),136-146.
Assael, H. (1998) . Consumer behavior and marketing action(6th ed.). South Western College Publishing.
Barone, M. J., Miniard, P. W., and Romeo, J. B. (2000). The influence of positive mood on brand extension evaluations. Journal of Consumer Research, 26(4), 386-400.
Barsalou, L. W. (1983). Ad hoc categories. Memory and Cognition, 11(3), 211-227.
Bhat, S., and Reddy, S. K. (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53(3), 111-112.
Boush, D. M., and Loken, B. (1991). A process-tracing study of brand extension evaluations. Journal of Marketing Research, 28(1), 16—28.
Broniarczyk, S. M. and Alba, J. W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31 (May), 214-228.
Bridges, S. , Keller, K. L., and Sood, S.(2000). Communication strategies for brand extensions:enhancing perceived fit by establishing explanatory links. Journal of Advertising, 29(4), 1-11.
Carpenter, G. (2000). The role of market efficiency intuitions in consumer choice:a case of compensatory inferences. Unpublished manuscript.
Czellar, S.(2003). Consumer attitude toward brand extensions: an integrative model and research propositions. International Journal of Research in Marketing, 20(1), 97-115.
Dawar, N., and Anderson, P. F.(1994). The effects of order and direction of multiple brand extensions. Journal of Business Research,30(2), 119-129.
Dawar, N. (1996). Extensions of broad brands:the role of retrieval in evaluations of fit. Journal of Consumer Psychology, 5 (2), 189-207.
Erdem, T.(1998). An empirical analysis of umbrella branding. Journal of Marketing Research, 35(August), 339-351.
Fishbein, M. and Ajzen, I.(1975). Belief, attitude, intention and behavior:an introduction to theory and research. Reading. MA:Addison Wesley-Publishing.
Grewal, D., Krishnan, R. and Baker, J.(1998). The effect of store name, brand name and price discount on consumer’s evaluations and purchase intentions. Journal of Retailing, 74(January), 331-352.
Gronhaug, K., Lines, R., and Hem, L.(2000). Exploring the importance of product category similarity and selected personal correlates in brand extensions. The Journal of Brand Management, 7(3), 197-209.
Hair, J. J. F., Anderson, R. E., Tatham, R. L., and Black, W. C.(1998). Multivariate data analysis (5th ed.). NJ:Prentice-Hall.
Henderson, J. M., and Quandt, R. E.(1980). Microeconomic theory: a mathematical approach. NY:McGraw-Hill.
Keller, K. L.(1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L. and David, A. Aaker, D. A.(1992). The effects of sequential introduction of brand extensions. Journal of Marketing, 57, 1-22.
Kotler, P.(1991). Marketing management: analysis, planning, implementation and control englewood cliffs. NJ:Prentice-Hall.
Kotler, P.(1996). Marketing management.(9th ed.). NJ:Prentice-Hall.
Kotler, P., Ang, S. H., Leong, S. M. and Tan, C. T.(1999). Marketing management:an asia perspective.(2th ed.). NJ:Prentice-Hall.
Lane, V. R.(2000). The impact of ad repetition and ad content on consumer perceptions of incongruent extensions. Journal of Marketing Research, 64(1), 80-91.
Loken, B. and John, D. R.(1993). Diluting brand beliefs:when do brand extensions have a negative impact?. Journal of Marketing, 57(3), 71-84.
Mervis, C. B. and Eleanor, R.(1981). Core resemblances:studies in the internal structure of categories. Cognitive Psychology, 7 , 573-605.
Neal, W.D. (2000), For most consumers, loyalty isn't attitude, Marketing News, Apr. 10, 7.
Park, C.W., Milberg, S. and Lawson, R. (1991). Evaluation of brand extensions:the role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18, 185-193.
Park, J. and Kim, K. (2002). Acceptance of brand extensions: interactive influences of product category similarity, typicality of claimed benefits and brand relationship quality. Advances in Consumer Research, 29(2), 185-193.
Richardson, P. S., Dick, A. S. and Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(October), 28-30.
Richard, R. K. and Daniel, C. S.(2001). Threats to the external validity of brand extension research. Journal of Marketing Research,38, 326-335.
Schiffma, L. G. and Kanuk, L. L.(1994). Consumer behavior. EC: Prentice-Hall.
Sheinin, D. A.(1998). Positioning brand extensions:implications for beliefs and attitudes. Journal of Product and Brand Management, 7(2), 137-149.
Sheth, J. N., Mittal, B. and Newman, B. I.(1999). Consumer Behavior. Orlando:the Dryden Press.
Smith, D. C., and Andrews, J.(1995). Rethinking the effects of fit on customers' evaluations of new industrial products. Journal of the Academy of Marketing Science, 23(1), 4-14.
Tauber, E . M.(1981). Brand franchise extension:new product benefits from existing brand names. Business Horizons, 24, 36-41。
Tauber, E. M.(1988). Brand leverage:strategy for growth in a cost-control world. Journal of Advertising Research, 28(4), 26-30。
Taylor, V. A., and Bearden, W. O.(2002). The effects of price on brand extensions evaluations:the moderating role of extension similarity. Journal of the Academy of Marketing Science, 30(2), 131-140.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top