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研究生:林思翰
研究生(外文):LIN SSU HAN
論文名稱:美學行銷、品牌個性、品牌形象與涉入對品牌權益影響之研究
論文名稱(外文):The Influences of Aesthetics Marketing,Brand Personality,Brand Image and Involvement on Brand Equity
指導教授:廖明坤廖明坤引用關係
指導教授(外文):Liao Ming Kung
學位類別:碩士
校院名稱:實踐大學
系所名稱:企業創新發展研究所
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:120
中文關鍵詞:美學行銷品牌個性品牌形象涉入品牌權益
外文關鍵詞:Marketing Aesthetics、Brand Personality、Brand Image、Involvement、Brand Equity
相關次數:
  • 被引用被引用:16
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隨著文明及生活水準的提升,消費者對於商品整體行銷活動的美學要求也日益增高,任何能觸動消費者內心對追求美感需求的商品,皆能勾起消費者心中的狂熱及購買慾望;對於企業而言,將美學應用於商品行銷上亦能提升企業競爭力,因此本研究嘗試建構美學行銷構面以因應時代需求。品牌則是另一項企業創造差異化的重要利器,如何建構品牌權益以提升品牌價值是企業急欲了解之道,而品牌個性能夠產生與消費者情感間的連結,進而增加消費者的購買動機;品牌形象則常被消費者當做推論產品品質與產品整體資訊的線索,消費者會透過購買知名品牌來表達或提升個人形象,品牌個性與品牌形象皆可能正面影響品牌權益的建立。因此本研究將美學行銷、品牌個性、品牌形象納入研究範圍,探討其對品牌權益之影響,並討論涉入是否會對品牌權益產生干擾效果,本研究以電腦、手機產業作為實證產業。
經由問卷調查法,針對大台北、高雄地區使用過品牌電腦、手機的消費者進行實證調查,共計發放800份問卷,回收有效樣本504份,有效回收率為63%,經由實證分析後得到下列結果:一.美學行銷愈佳,品牌權益就愈高;其中風格美學能提升品牌知名度,感性美學則能提升品牌忠誠度與品牌聯想。二.品牌個性愈佳,品牌權益就愈高;品牌個性能提升知覺品質與品牌聯想。三.品牌形象愈佳,品牌權益就愈高;功能性品牌形象能提升品牌忠誠度、品牌知名度、知覺品質與品牌聯想,象徵性品牌形象則能提升品牌知名度、知覺品質與品牌聯想。四.美學行銷、品牌個性、品牌形象與品牌權益間的關係,皆不受涉入所影響。
最後,本研究依據理論架構及實證結果,提出企業實務的運用以及後續研究方向與建議。
With the improvement of civilization and living standards, the expectations of consumers toward the aesthetics of products and marketing campaigns have also risen. The ability to induce consumers to pursue beauty in a product can also trigger their innate desire to purchase; for that reason, a company should widely apply the use of aesthetics in product marketing to increase company competitiveness. Therefore, the purpose of this thesis is to construct a marketing aesthetics structure to satisfy the needs of consumers brought by the changing of time. Brand is a significantly useful method for a company to create differentiation, and the ability to expand brand equity for enhancement of brand value is urgently sought by companies. Brand personality is effective in reaching the inner feelings of the consumer, and is able to increase their motive for purchase. Furthermore, the image of a brand can influence the consumer’s perspective on product quality, etc., and consumers tend to purchase well-known brands to express or improve personal image; thus, brand personality and image could positively effect the creation of product equity. For that reason, the scope of this research has included marketing aesthetics, brand personality and image, to explore the effects of these three aspects on brand equity, and to discuss whether involvement would interfere with the results. This paper focuses on computer and cell phone industries for empirical evidence.
A survey on consumers in Taipei and Kaoshung regions and their use of computers and cell phones was performed, releasing a total of 800 surveys and a return of 504 surveys, or 63% return rate, and empirical analysis has shown the following results: 1) The better the marketing aesthetics, the higher the brand equity; in which style can increase brand awareness, and perceptual aesthetics can increase brand loyalty and brand association. 2) The better the brand personality, the higher the brand equity; brand personality can increase perceived quality and brand association. 3) The better the brand image, the higher the brand equity; a functional brand image can increase brand loyalty, perceived quality, brand awareness and brand association, while a symbolic brand image increases brand awareness, perceived quality and brand association. 4) The relationships between marketing aesthetics, brand personality, brand image and brand equity are all not influenced by involvement.
Finally, with the analysis and empirical results from this research, practical applications for companies and suggestions, as well as topics for future study are provided in this paper.
封面內頁
簽名頁
授權書中文摘要
英文摘要
誌謝
目錄
圖目錄
表目錄
目錄
第一章 緒論.....................................................1
第一節 研究背景與動機............................................1
第二節 研究目的與研究問題.........................................6
一、研究目的....................................................6
二、研究問題....................................................6
第三節 研究範圍與研究限制........................................7
一、研究對象...................................................7
二、研究限制...................................................7
第四節 研究流程.................................................9

第二章 文獻探討.................................................11
第一節 品牌....................................................11
一、品牌定義...................................................11
二、品牌之重要性................................................12
第二節 美學行銷.................................................14
一、美學經濟時代來臨.............................................14
二、美學行銷定義................................................15
三、品牌與美學之關聯.............................................16
四、美學的價值..................................................17
五、美學領域....................................................19
六、美學行銷來源與構面...........................................20
第三節 品牌個性.................................................25
一、品牌個性定義................................................25
二、品牌個性之價值與功能.........................................26
三、品牌個性之建構..............................................27
第四節 品牌形象.................................................32
一、品牌形象定義................................................32
二、品牌形象之價值與功能.........................................33
三、品牌形象之特性..............................................34
第五節 品牌權益.................................................37
一、品牌權益之定義..............................................37
二、品牌權益之價值..............................................38
三、品牌權益之來源及構面.........................................39
四、品牌權益之衡量..............................................45
第六節 涉入.....................................................52
一、涉入之定義..................................................52
二、涉入之分類..................................................54
三、涉入程度衡量方式.............................................55

第三章 研究方法..................................................56
第一節 研究架構.................................................56
第二節 研究假設.................................................58
一、美學行銷與品牌權益間的關係....................................58
二、品牌個性與品牌權益間的關係....................................61
三、品牌形象與品牌權益間的關係....................................62
四、涉入與品牌權益間的關係.......................................64
第三節 變數的操作性定義與衡量.....................................65
一、美學行銷操作性定義與衡量......................................65
二、品牌個性操作性定義與衡量......................................66
三、品牌形象操作性定義與衡量......................................66
四、涉入操作性定義與衡量..........................................67
五、品牌權益操作性定義與衡量......................................68
第四節 研究樣本與資料蒐集.........................................70
一、研究對象....................................................70
二、資料蒐集....................................................70
第五節 分析方法.................................................71
一、信度分析....................................................71
二、效度分析....................................................71
三、皮爾遜積差相關分析...........................................72
四、因素分析....................................................72
五、敘述性統計..................................................72
六、迴歸分析....................................................72

第四章 實證分析結果...............................................73
第一節 樣本描述.................................................73
一、問卷發放與回收..............................................73
二、敘述性統計之人口統計變數.....................................73
第二節 問卷之信度與效度分析......................................77
一、信度分析..................................................77
二、效度分析..................................................79
第三節 資料檢測.................................................84
第四節 影響品牌權益的實證分析...................................85
一、控制變數分析..............................................85
二、主要影響變數分析..........................................87


第五章 結論與建議...............................................96
第一節 研究結論.................................................96
一、美學行銷...................................................96
二、品牌個性...................................................97
三、品牌形象..................................................98
四、涉入......................................................98
第二節 理論與實務意涵..........................................101
一、理論貢獻.................................................101
二、實務意涵.................................................102
第三節 後續研究建議............................................105
一、擴及其他產業..............................................105
二、加入其他變數組合...........................................105
三、樣本數擴大................................................105
四、提供實際產品供受測者參考....................................106

參考文獻......................................................107
一、中文部分.................................................107
二、英文部分.................................................108

附錄........................................................116

表目錄
表1-1-1 2005台灣十大國際品牌.....................................4
表1-1-2 2005世界十大國際品牌.....................................5
表2-3-1 品牌個性之定義彙總表......................................26
表2-3-2 美國品牌個性尺度..........................................28
表2-3-3 日本品牌個性尺度..........................................30
表2-4-1 品牌形象之定義彙總表......................................33
表2-5-1 品牌權益之定義彙總表......................................38
表2-5-2 評價品牌優勢的七大構面....................................46
表2-5-3 Aaker 品牌權益衡量指標....................................49
表2-6-1 涉入之定義彙總表..........................................53
表3-3-1 美學行銷衡量構面與問項....................................65
表3-3-2 品牌個性衡量構面與問項....................................66
表3-3-3 品牌形象衡量構面與問項....................................67
表3-3-4 涉入衡量構面與問項........................................67
表3-3-5 品牌權益衡量構面與問項....................................68
表3-3-6 研究變項與問卷衡量總表....................................69
表4-1-1 填答者性別分佈統計表......................................73
表4-1-2 填答者年齡分佈統計表......................................74
表4-1-3 填答者學歷分佈統計表......................................74
表4-1-4 填答者職業分佈統計表......................................75
表4-1-5 填答者個人平均月所得分佈統計表.............................76
表4-2-1 研究構念信度分析彙總表....................................78
表4-2-2 衡量構面之因素結構與因素負荷量.............................80
表4-3-1 研究變項之相關矩陣........................................84
表4-4-1 控制變數對品牌權益迴歸分析表..............................86
表4-4-2 M1 各構念對品牌權益影響分析表.............................87
表4-4-3 M2 各子構念對品牌忠誠度影響分析...........................89
表4-4-4 M3 各子構念對品牌知名度影響分析...........................89
表4-4-5 M4 各子構念對知覺品質影響分析.............................90
表4-4-6 M5 各子構念對品牌聯想影響分析.............................90
表4-4-7 M6 涉入對品牌權益影響迴歸分析表...........................92
表4-4-8 主要影響變數模型Adjusted R2彙整..........................94
表5-5-1 研究假設檢定結果彙總表....................................99

圖目錄
圖1.4.1 本研究流程圖..............................................10
圖2-2-1 行銷階段的訴求方式........................................16
圖2-2-2 美學的領域...............................................19
圖2-4-1 品牌形象三要素............................................34
圖2-4-2 品牌形象構面..............................................36
圖2-5-1 Aaker 品牌權益架構........................................42
圖2-5-2 以顧客為基礎品牌權益金字塔..................................44
圖2-5-3 Young and Rubicam 品牌權益衡量模型.........................51
圖3-1-1 本研究之研究架構...........................................56
圖3-2-1 美學行銷對品牌權益假設......................................60
圖3-2-2 品牌形象對品牌權益假設......................................63
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林淑貞(2001),「生活型態與購買涉入對品牌權益的影響研究-以電子字典為例」,國立政治大學廣告研究所碩士論文。
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洪偉凌(2005),「消費者之顧客滿意度及再購意願影響因素之研究-以健康食品為例」,實踐大學企業創新發展研究所碩士論文。
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