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研究生:蘇兆宏
研究生(外文):Chao-Hung Su
論文名稱:品牌聯想與贈品效益之相關研究
論文名稱(外文):Brand Association and Gift Effect Correlation of Research
指導教授:黃麗君黃麗君引用關係
指導教授(外文):Li-Jyun Huang
學位類別:碩士
校院名稱:大葉大學
系所名稱:人力資源暨公共關係學系
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:123
中文關鍵詞:品牌聯想贈品效益紮根理論
外文關鍵詞:brand associationsgift effectgrounded theory
相關次數:
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在現今資訊的快速傳遞下,產品品牌成為消費者選擇產品的重要依據。以往研究往住以量化的方式研究消費者對於品牌的重視以及依賴度,本研究試圖以質性研究的方式更深入的探討消費者選擇贈品品牌的因素以及找出贈品能否因為品牌的關係而帶給消費者較大的滿意度及促銷效果。因此,本研究的目的在於瞭解消費者在接受贈品的過程中,消費者對於贈品品牌所帶給消費者對於產品的滿意度和贈品廠商的關係之影響因素。本研究採取質性研究中的深度訪談方式,共計訪問了十四位受訪者,並運用了紮根理論,將訪談資料加以概念化以及歸變出27個開放編碼,並逐而將開於編碼歸變出4個主軸編碼。最後,在歸納出吸引因素、選擇過程和影響因素等三大概念。
研究發現,在贈品選擇過程中,消費者會因為間接性的影響,將個人過去的經驗和偏好反應在接受贈品與選擇贈品品牌的方式。消費者會因為本身對於贈品所給予的誘因以及對贈品以及品牌的需求和期望而選擇自己想要的贈品,利用消費者對於贈品的品牌聯想而強化贈品的滿意度與加深和廠商之間的關係。
In recent years, under the pressure economy was depression and the free competition, in market merchant in order to attract consumer's attention as well as the promotion sales volume, mostly forwarded to attach the gift to stimulate consumer's purchase and to expend the wish again. But the information is fast transmission in the nowadays, the product brand becomes the important basis for consumer to choose the product. Because the consumer first chooses the product is relies on to listen, to use has had the good experience the brand product r when they faces the multitudinous choice. Formerly studied toward studies the consumer by the quantification way regarding the brand value and the brand dependent, whether did this research attempt by the qualitative inquiry way more thorough discussion consumer to choose the factor of gift brand and discovers the gift take to the consumer because of the brand relations satisfaction and the promotion effect.
Therefore, this research goal in understood the consumer accepts the gift in the process, regarding the consumer take the gift brand regarding the product degree of satisfaction and the gift merchant influence relations. This research adopts in the qualitative inquiry , total visited 14 participants, and utilized took gounded theory, performed a interview the material the generalization turns over to 27 open coding, and axial coding over to 4 main axles codes. Finally, is inducing the attraction factor, the choice process and the influence factor and so on three major concepts.
The research discovered that, in the gift choice process, the consumer could influence of the indirect factor, and responded by past experience accepted the gift and the choice gift brand. The consumer can gives the gift by itself and cause consumer chooses the gift brand demand and the expectation which oneself wants, strengthens the gift using the consumer regarding the gift brand association the degree of satisfaction to deepen with the merchant between the relations.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... vi
內容目錄 ..................... vii
表目錄  ..................... ix
圖目錄  ..................... x
第一章  緒論................... 1
  第一節  研究動機及背景............ 1
  第二節  研究目的............... 2
  第二節  研究流程............... 2
第二章  文獻探討................. 5
  第一節  促銷活動之相關文獻.......... 5
  第二節  贈品定義及形態............ 7
  第三節  品牌相關概念............. 10
  第四節  質性研究............... 21
  第五節  扎根理論............... 27
第三章  研究方法................. 32
  第一節  研究抽樣原則............. 32
  第二節  資料分析原則............. 34
  第三節  資料蒐集方式............. 34
  第四節  研究對象............... 35
第四章  研究資料分析............... 37
  第一節  開放編碼............... 37
  第二節  主軸編碼............... 68
  第三節  選擇編碼............... 72
第五章  結論與建議................ 76
  第一節  研究結論............... 76
  第二節  研究建議............... 78
  第三節  研究限制及範圍............ 78
參考文獻 ..................... 80
附錄  訪談逐字稿................. 86

表目錄
表 2- 1 品牌聯想定義與相關觀念總表......... 15
表 2- 2 陳向明量化研究與質化研究比較........ 24
表 3- 1 本研究訪談對象概況表............ 35
表 4- 1 開放編碼與說明............... 37
表 4- 2 主軸編碼與說明............... 68
表 4- 3 選擇編碼與說明............... 73

圖目錄
圖 1- 1 研究流程.................. 4
圖 2- 1 品牌權益之五大構面及其價值......... 13
圖 2- 2 品牌聯想的價值............... 19
圖 4- 1 選擇編碼:吸引因素............. 74
圖 4- 2 選擇編碼:選擇過程............. 74
圖 4- 3 選擇編碼關係圖............... 75
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