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研究生:翁嘉佑
研究生(外文):Jia-You Wong
論文名稱:影響消費者評價複合品牌品質之因果模式分析—以手機品牌為例
論文名稱(外文):Causal Model Analysis of Factors Influencing Consumer’s Quality Evaluation of Composite Brand: An Example of Mobile Phone Brand.
指導教授:劉祥得劉祥得引用關係
指導教授(外文):Hsiang-Te Liu
學位類別:碩士
校院名稱:玄奘大學
系所名稱:國際企業學系碩士班
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:2007
畢業學年度:96
語文別:中文
論文頁數:89
中文關鍵詞:品牌聯盟複合品牌知覺品質
外文關鍵詞:brand alliancecomposite brandperceived quality
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在21世紀全球化市場競爭下,品牌可視為ㄧ項有利的競爭工具,愈來愈多企業選擇利用複合品牌的方式,來提高市場佔有率與增強產品差異性。這類品牌聯盟的潮流,也受到學界的高度關注。本研究透過文獻探討,歸納來源國形象、品牌聲譽性、品牌知名度、品牌個性、品牌互補性、品牌聯想等因子,將影響消費者對複合品牌之知覺品質認知。
本研究以北部地區大學生及研究生為主要研究對象,獲得有效樣本241份,透過迴歸分析,獲得以下研究結果:(1)原始品牌來源國形象愈高,對複合品牌的知覺品質有顯著正向關係。(2)複合品牌的互補性愈高,對複合品牌的知覺品質有顯著正向關係。(3)複合品牌的品牌聯想愈高,對複合品牌的知覺品質有顯著正向關係。
The brand has been considered as an advantageous marketing tool in market competition today. So many businesses around the world had chosen the composite brand to increase their market share. It is doubtless, the composite brand was confirmed to be the critical factor that enhances many products’ competitive advantage, that is also the reason why many researchers take notice of this subject.
This research explores six factors from literature review which are considered to influence consumers’ perception of quality, they include: original country image, brand reputation, brand awareness, brand personality, brand complementary and brand association. This research gets 241 effective samples from many universities in northern Taiwan. We select regression as an analytic tool to verify the hypotheses. The result shows that: (1)country-of-origin has positive effect on perceived quality of co-branding products;(2)brand complementary have positive effects on perceived quality;(3)brand association have positive effects on perceived quality.
目錄
第壹章 緒論--------------1
第一節 研究背景----------1
第二節 研究動機----------3
第三節 研究目的----------4
第四節 研究流程----------6
第貳章 文獻探討----------7
第一節 品牌聯盟----------7
第二節 來源國形象----------11
第三節 品牌聲譽性----------14
第四節 品牌知名度--------16
第五節 品牌個性----------18
第六節 品牌互補性--------21
第七節 品牌聯想----------23
第八節 知覺品質----------25
第参章 研究方法----------26
第一節 研究架構----------26
第二節 研究假說----------28
第三節 變數定義與衡量-----33
第四節 研究設計----------41
第肆章 資料分析----------42
第一節 敘述性統計--------42
第二節 信度、效度分析----43
第三節 皮爾森相關係數分析--48
第四節 假設驗證----------49
第伍章 結論與建議--------58
第一節 結論------------58
第二節 研究貢獻--------60
第三節 研究限制--------63
第四節 後續研究建議----64
參考文獻---------------65
附錄-----------------73
附錄一--------------73
附錄二-------------78
一、中文文獻
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廖烜鋒(2005),品牌聯盟、品牌聯想契合度與知覺品質、購買意願之關係研究-以數位相機為例,輔仁大學管理學研究所碩士論文。
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韓國華(2003),品牌個性、品牌形象、品牌聲譽與涉入對品牌權益影響之研究—以手錶為例,銘傳大學管理科學研究所在職專班碩士論文。
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