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研究生:蔡國男
研究生(外文):Kuo-Nan Tsai
論文名稱:廣告訴求、產品線延伸策略、所有權狀態與品牌評價之關係
論文名稱(外文):The Relationships Among Advertising Appeal、Product Line Extension Strategy And Ownership Status On Brand Evaluations
指導教授:周中理周中理引用關係
指導教授(外文):Chung-Li Chou
學位類別:碩士
校院名稱:朝陽科技大學
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:2006
畢業學年度:94
語文別:中文
論文頁數:87
中文關鍵詞:品牌評價廣告訴求產品線延伸策略所有權狀態
外文關鍵詞:Brand EvaluationsOwnership StatusAdvertising AppealProduct Line Extension Strategy
相關次數:
  • 被引用被引用:12
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目前市場競爭越來越激烈,為滿足消費者不斷改變的需求,企業無不利用品牌策略來擴大自己的版圖,於是本研究以朝陽科技大學企管系的學生為研究對象,採用2×4×2的實驗設計,主要探討產品線延伸策略、廣告訴求和所有權狀態對母品牌評價的主效果,及產品線延伸策略、廣告訴求和所有權狀態對母品牌評價的交互效果分析。
本研究的研究結果有4個重要的發現,(1)推出新產品時,不同的廣告訴求對母品牌評價有顯著的影響,且採用『理性訴求』的廣告對消費者的母品牌評價會優於『感性訴求』的廣告。(2)產品線延伸策略對母品牌評價有顯著的影響,『向上/直接延伸』較『向上/副品牌』更有利於消費者產生好的母品牌知覺價值,『向下/副品牌』較『向下/直接延伸』有利於消費者產生好的母品牌消費者態度和購買意願、知覺價值。(3)產品線延伸策略在不同的廣告訴求下,消費者對母品牌的品牌評價有顯著的交互作用。(4)在所有權狀態下、產品線延伸策略在不同廣告訴求下對母品牌的品牌評價有顯著的交互作用。
This study adopts 2×4×2 experiment design to examine not only the main effects of product line extension strategy, advertising appeal and ownership status on brand evaluations but also analyze the interaction effect of product line extension strategy, advertising appeal and ownership status on brand evaluations.
Four findings were found: 1. Consumers would have better brand evaluations after watching rational appeal advertisements than after watching emotional appeal advertisements. 2. Consumers would have better brand evaluations on the brand that using upward stretches of direst strategy than the brand that using upward stretches of subbrand names strategy. Moreover, Consumers would have better brand evaluations on the brand that using downward stretches of subbrand names strategy than the brand that using downward stretches of direst strategy. 3. There are the significant interaction effects of product line extension strategy and advertising appeal on brand evaluations. 4. There are the significant interaction effects of product line extension strategy, advertising appeal and ownership status on brand evaluations.
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第貳章 文獻探討 5
第一節 廣告訴求 5
第二節 產品線延伸 11
第三節 所有權狀態 16
第四節 品牌評價 18
第參章 研究方法 22
第一節 研究架構 22
第二節 研究變數定義與衡量 23
第三節 研究假說 25
第四節 研究設計 29
第五節 問卷設計 32
第肆章 研究結果 36
第一節 實驗操弄檢定 37
第二節 樣本結構 41
第三節 品牌評價之效度分析和信度分析 43
第四節 各變數對母品牌評價的影響 49
第伍章 結論與建議 68
第一節 假說驗證結果 68
第二節 研究結論 70
第三節 理論貢獻和行銷實務的意涵 72
第四節 研究限制與未來研究建議 74
參考文獻 75
附錄一 問卷 78
參考文獻
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