臺灣博碩士論文加值系統

品牌個性為造成品牌形象的重要因素，如果管理者想要讓顧客對品牌有較強的情感連結且有較多的信任與忠誠，則建立一個良好的品牌個性將會是一個有用的方式(Johnson et al, 2000)。近年來關於品牌延伸的研究有增加的趨勢，然而當中並沒有將品牌個性作為依變數加以探討，而是將焦點放在延伸本身的評估及延伸後的態度等。本研究試圖將品牌個性做為依變數來探討品牌延伸是否會對品牌個性造成改變的影響。
本研究的主要目的是使用Aaker的品牌個性量表了解並且探討品牌延伸契合對品牌個性的影響。研究中利用了實驗設計的方式，將品牌的延伸分為高契合與低契合兩部份去操控高低契合的延伸對品牌個性是否有改變。研究中發現：在五個品牌個性構面中，延伸高契合比起延伸低契合對核心品牌有較大的改變。另外，核心品牌的知覺品質可以使延伸契合對品牌個性產生干擾，亦即，知覺到的核心品質會影響契合度對品牌個性構面的改變。

Brand personality is an important attribute that creates brand image. If the manager wants to let the customer have a stronger emotion to the brand and more trusts and loyalty, then establishing a good brand personality will be a useful way. In recent years the research about brand extensions has increased, however, brand personality has not been studied as a dependent variable in brand extension literature. Instead, the focus has been on consumer evaluations of the extension itself, attitude towards the core brand and so on. This research attempts to treat brand personality as a dependent variable and discuss if brand personality be affected by brand extensions.
The purpose of this research is to investigate empirically the impact of brand extensions on brand personality, using Aaker’s scale measure the latter. The methodology we use is an experimental study manipulating extension fit (good/poor fit). The findings are 1. the better the fit between the extension and the core brand, the smaller the change in brand personality dimensions following the introduction of the extension and 2. The higher consumers’ evaluations of core brand quality, the lesser the impact of fit on brand personality dimensions.

謝辭 I
中文論文提要 II
英文論文提要 III
目次 IV
圖目錄 V
表目錄 VI
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 章節架構 3
第二章 文獻探討 4
第一節 品牌個性 4
第二節 品牌延伸 9
第三節 品牌延伸之評估與影響因素 13
第四節 品牌延伸契合度 16
第五節 相關實證研究 18
第三章 觀念架構與研究設計 19
第一節 研究架構與假說 19
第二節 實驗設計 21
第三節 變數定義與衡量 23
第四節 資料蒐集方法 25
第五節 資料分析方法 25
第四章 資料分析與討論 27
第一節 樣本分析 27
第二節 量表信度與效度 28
第三節 假說驗證 30
第四節 討論 41
第五章 結論與建議 42
第一節 研究發現與意涵 42
第二節 研究貢獻 43
第三節 研究限制 44
第四節 後續研究建議 44
參考文獻 46
附錄-正式問卷(A) 50

壹、中文部份

艾克等著、高登第譯，民94年，品牌管理，初版，台北：天下遠見。
宋秩銘、莊淑芬等，民85年，奧美的觀點，初版，台北：滾石文化。
李怡寬，民83年，影響品牌延伸領域及消費者對品牌延伸評估因素之研究，國立中央大學企業管理研究所碩士論文。
陳欣怡，民89年，品牌個性契合度對品牌聯盟成效之影響，國立雲林科技大學企業管理研究所碩士論文。
陳雯怡，民87年，品牌概念延伸與產品技術延伸對品牌延伸效果的影響，東吳大學企業管理研究所碩士論文。
梁國泰，民87年，產品人格與品牌人格對品牌延伸評價的影響，國立中央大學企業管理研究所碩士論文。
鄭英輝，民87年，品牌人格與產品類別對品牌延伸評價的影響，國立中央大學企業管理研究所碩士論文

貳、英文部分

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