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研究生:蔡佳純
研究生(外文):Tsai Chia Chun
論文名稱:影響品牌延伸成功因素之實證研究---以數位相機為例
論文名稱(外文):An Empirical Study on Success Factors of Brand Extension---Example of Digital Camera
指導教授:何照義何照義引用關係
指導教授(外文):Chao-yi Ho
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
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:82
中文關鍵詞:品牌延伸數位相機
外文關鍵詞:Brand extensionDigital camera
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本研究主要目的是欲探討單價相對於FMCG(Fast-moving Consumer Good)產品較高的產品品牌延伸成功因素為何,因此以數位相機為例。研究方式採用便利抽樣的問卷調查方式,調查對象為購買過某品牌數位相機並且亦使用過該品牌其他產品者,共回收250份有效問卷;並運用SPSS12.0與LISREL8.5統計分析工具進行敍述性統計分析、探索性因素分析、信度分析、驗證性因素分析與結構方程模式分析等,進行研究結果描述及假設驗證。經實證分析,本研究以數位相機為例得到以下結果:(1)品牌延伸成功因素可由原品牌特性、契合度、行銷背景、知覺風險共計四構面形成。(2)四構面中原品牌特性、行銷背景、知覺風險皆對數位相機品牌延伸成功有直接正面的影響。(3)契合度在數位相機品牌延伸中影響效果不顯著,並非重要因素。(4)對於數位相機品牌延伸成功影響重要性高低依序為行銷背景、原品牌特性、知覺風險。
The purpose of this study is to find out the brand extention success factors of the non-FMCG products. In this research, we used convenience sampling to investigate consumers who have bought or used digital camera and other products of certain brand. The analysis include description statistics, exploratory factor analysis, reliability analysis, confirmatory factor analysis and structure equation model by SPSS12.0 and LISREL8.5. The result of this research reveals that(1)the brand extension success factors are parent brand characteristic, fit, marketing context and perceived risk,(2)parent brand characteristic, marketing context and perceived risk are the three main elements that affect the brand extension success directly,(3)fit is not the main element affecting the digital camera brand extension success,(4)the most important factor that effects digital camera brand extension is marketing context, then parent brand characteristic and the third factor is perceived risk.
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 2
第二章 文獻探討 4
第一節 品牌的探討 4
第二節 品牌延伸 6
第三節 品牌延伸的成功因素 12
第三章 研究方法 21
第一節 研究架構 21
第二節 研究假設 22
第三節 研究變數之操作型定義 24
第四節 問卷設計 26
第五節 資料分析工具及方法 27
第四章 研究結果分析 33
第一節 前測結果分析 33
第二節 正式問卷施測結果分析 41
第三節 假設驗證分析 48
第五章 結論與建議 54
第一節 研究結論 54
第二節 管理意涵與建議 56
第三節 研究限制 57
第四節 未來研究方向 58
參考文獻 59
一、中文部份 59
二、英文部份 61
附錄一、前測問卷 67
附錄二、正式問卷 72
一、中文部份
王佳閔(2004),廣告代言人、延伸相似度與品牌延伸評估關係之研究,中國文化大學國際貿易學系碩士班碩士未出版論文。
邱皓政(2004),結構方程模式,台北:雙葉書廊有限公司。
李苾芬(2003),品牌延伸之消費者評價:產品定位的角色,真理大學管理科學研究所碩士未出版論文。
吳珮鈺(2000),消費者對品牌延伸評價的決定因素探討,長庚大學企業管理研究所碩士未出版論文。
別蓮蒂(2003),消費者認知的廠商移轉能力、產品製造困難度與品牌聯想對品牌延伸合適性的影響,台灣管理學刊,第3卷 第2期,2003年8月 pp.65-48
林建文(2003),原品牌態度、知覺契合度與促銷活動形式對品牌延伸後品牌態度與購買意願影響之研究,實踐大學企業管理研究所未出版論文。
孫育芝(2005),企業資源豐富度對品牌延伸績效影響之研究-以消費者觀點,中國文化大學國際企業管理研究所碩士未出版論文。
曾怡婷(2005),應用結構方程模式探討國內航空公司之服務利潤鏈,交通大學交通運輸研究所碩士未出版論文。
彭偉族(2005),品牌知名度、品牌形象影響品牌忠誠度之探討—以國產米酒業為例,東華大學企業管理研究所碩士未出版論文。
黃明儀(2005),市場績效與使用經驗對於品牌延伸效果影響之研究,雲林科技大學企業管理研究所碩士未出版論文。
葉建榮(2004),以延伸相似度為干擾變項探討價格促銷與品牌延伸評估關係之研究,中國文化大學,國際貿易學系碩士班碩士未出版論文。
楊瓊櫻(2000),知覺品質、知覺犧牲與知覺價值對新聞電子報訂閱意願之影響,台灣師範大學大眾傳播研究所碩士未出版論文。
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未出版論文。
劉佳佩(2004),使用經驗對於品牌延伸影響效果之研究,雲林科技大學企業管理學系碩士班碩士未出版論文。
蔡宗倫(1995),消費者對品牌延伸的知覺因素評估:以重複購買之替代性產品為原則,台灣大學商學研究所碩士未出版論文。
蔡凱倫(2002),品牌延伸對原品牌權益的回饋效果之研究,淡江大學國際貿易學系碩士班碩士未出版論文。
錢英君(2003),消費者對於連續性品牌延伸的評價研究,大同大學事業經營研究所碩士
班未出版論文。
謝千之(1999),產品資訊情境、參考價格與知覺品質對消費者購買行為之影響,東吳大
學企業管理研究所未出版碩士論文。

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