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研究生:侯宇昕
研究生(外文):Yu-Shin Hou
論文名稱:品牌延伸對品牌評價的回饋效果之影響研究─以廣告涉入程度為干擾變數
論文名稱(外文):The impact of brand extension on brand evaluation feed-back effects –the moderating role of advertising in-volvment
指導教授:何雍慶何雍慶引用關係
指導教授(外文):Yung-Ching Ho
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
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:2007
畢業學年度:95
語文別:中文
論文頁數:100
中文關鍵詞:品牌延伸契合度品牌評價廣告涉入
外文關鍵詞:Brand extension fitBrand evaluationadvertisement involvement
相關次數:
  • 被引用被引用:3
  • 點閱點閱:364
  • 評分評分:
  • 下載下載:30
  • 收藏至我的研究室書目清單書目收藏:0
本研究在探討當廠商推出新產品時,消費者對於不同廣告涉入程度之下的品牌評價會產生何種影響。根據前人的研究品牌延伸可以提高消費者對所建立品牌的熟悉度與知覺、強化原始品牌的形象以提高消費者購買意願(Keller, 2001)。本研究採取實驗設計的研究方法,以大專院校學生為樣本,來觀察受測者對於在不同的品牌概念一致性高低下,搭配品牌延伸策略的契合度,對於廣告涉入程度的消費者所產生的品牌評價。
而本研究最後發現:
一、在不同延伸契合度之下,消費者對於品牌評價有影響效果
二、品牌概念不同搭配品牌延伸策略之下,消費者對於品牌評價有部分影響效果
三、不同廣告涉入程度時,品牌延伸策略搭配不同品牌概念一致性下,消費者對於品牌評 價有部份影響效果
When companies promote a new product, using different advertising involvement strategies can effect brand evluation. As a result, a good brand image and suitable ex-tensions are important to attract consumers.
According to previous researches, we find out that band extension can raise con-sumer’s brand familiar and consciousness ,even strengthen parent barnd image of en-hance consumer’s consume aspiration(Keller, 2001).
In this research, we investigate what kinds of effect, college of student for sample, investigate different of brand concept(upward, downward) and brand extension fit(upward, downward) strategies, advertising involvement(high or low)would have on brand evaluation.
We have some find as follows:
1.The ways of brand extension fit have influences on brand evaluation
2.Brand concept and extension fit have a portion of influences on brand evaluation
3.Considering different advertising involvements, brand extension strategies with dif-ferent brand concept ways have a portion of influences on brand evaluation
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  ..................... xii
第一章  緒論................... 1
  第一節  研究動機與背景............ 1
  第二節  研究目的............... 3
第三節 研究對象及範圍............ 3
  第四節  研究流程............... 4
第二章  文獻探討
  第一節  品牌概念的意涵............ 6
第二節 品牌延伸............... 8
  第三節  品牌評價............... 15
  第四節  涉入程度與廣告涉入程度文獻...... 18
第五節 廣告效果對品牌評價影響........ 22
第六節 品牌延伸與品牌評價影響........ 23
第三章 研究方法 
第一節 研究架構............... 25
第二節   變數定義與衡量方式.......... 26
第三節 研究假設............... 27
第四節   實驗設計............... 31
第五節  問卷設計............... 34
第四章  研究結果
  第一節  樣本結構................ 39
  第二節  一致性衡量............... 41
第三節  品牌延伸策略操弄檢定.......... 46
  第四節  ANOVA基本假設檢定.......... 48
  第五節  整體模型顯著分析............ 50
  第六節  進行品牌延伸策略對品牌評價分析.....   51
第七節  各變數對母品牌影響............ 52
  第八節  各變數對延伸產品影響........... 65
第五章  結論與建議
第一節 假設驗證結果.............. 77
第二節 研究結果與討論............. 80
第三節 行銷實務上的涵義............ 83
第四節   研究限制................ 84
第五節 未來研究方向.............. 85
參考文獻 ....................... 85
附錄A  ..................... 93
附錄B  ..................... 95
一、中文部分
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台灣經濟研究院(2006),經濟評論,台北:編制者發行。
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黃俊英(1990),「涉入的理論發展與實務應用」,管理科學學報,第七卷第一期:15-29。
呂允中(1999),互動式多媒體的特性對於廣告價值、廣告態度、品牌態度以及購買意願的影響,成大企業管理研究所未出版論文。
林 炅(2001),動畫網頁與產品類型對消費者說服效果的影響,國立中正大學資訊管理研究所未出版論文。
李佳玲(1996),產品特質廣告類型與廣告涉入在網路行銷上之應用分析,中國文化大學國際企業管理研究所未出版論文。
吳健彰(2004),消費者態度與品牌延伸契合度對品牌延伸評價之影響,國立中興大學行銷學研究所未出版論文。

二、英文部分
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