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研究生:施均宜
研究生(外文):Chun-Yi Shih
論文名稱:廣告與價格促銷對品牌權益的影響-以產品類別為干擾變數
論文名稱(外文):THE IMPACT OF ADVERTISING AND PRICE PROMOTION ON BRAND EQUITY:WITH PRODUCT CATEGORY AS A MODERATING VARIABLE
指導教授:孫碧娟孫碧娟引用關係
指導教授(外文):Pi-Chuan Sun
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(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
論文頁數:161
中文關鍵詞:廣告價格促銷品牌權益產品類別
外文關鍵詞:Price PromotionBrand EquityProduct CategoryAdvertising
相關次數:
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  過去二十年,行銷人員已著重且研究整合性行銷溝通(Integrated Marketing Communications; IMC)及品牌權益之間的關係。在各種行銷溝通工具中,廣告及價格促銷在品牌行銷上總是扮演一個重要的角色。因此,在本研究中,主要以行銷組合中兩個行銷溝通變數,來衡量知覺廣告支出與價格促銷對品牌權益的正負向影響。因過去關於品牌權益現有的研究幾乎專注在產品上,缺乏考慮到服務產業(Smith, 1991),故本研究調查跨搜尋經驗產品╱服務中廣告與價格促銷對品牌權益的影響。在正式問卷設計上選擇牛仔褲作為搜尋品,銀行作為經驗品。並採SPSS13.0統計軟體以從事基本資料分析、探索性因素分析、相關分析與迴歸分析。
  根據分析出來的結果,本研究發現到廣告不論對搜尋或是經驗產品的品牌權益都有顯著的正向關係,而產品類別對價格促銷與品牌權益間的關係亦存在著干擾效果。價格促銷對牛仔褲的品牌知曉與品牌聯想有顯著的負向影響,但對銀行的知覺品質與品牌忠誠度有正向影響。為了有效建立強勢品牌權益,經營者必須投資於廣告,但在價格促銷的使用上必須考慮產品類別。
Over the last two decades, marketing researchers have focused on and studied the relationship between integrated marketing communication (IMC) and brand equity. Of the various marketing communication tools, advertising and price promotion have always played a pivotal role in marketing of brands. Hence, in this paper, two marketing communications variables were collected from the marketing mix that measure the positive and negative effect of perceived advertising spending and price promotion on brand equity. Finally, this study investigates the effects of advertising and price promotion on brand equity across search-experience goods/services, since the existing work on brand equity has focused almost exclusively on products and has failed to adequately consider service industries (Smith, 1991). The formal questionnaire design in this study chooses jean as search products and bank as experience products. SPSS13.0 statistic software is used to do basic data analysis, exploratory factor analysis, correlation analysis and regression analysis.
According to analytic results, this study finds that advertising has significant positive relationship on brand equity of search product and experience product. However, price promotion has the same moderate effect on brand equity due to the difference of product category. Price promotion in jean brand awareness and brand association has significant negative impact. However, it has positive effect on perceived quality and brand loyalty in banking industry. In order to build strong brand equity efficiently, managers must invest in the advertising but considering product categories when applying price promotion.
ACKNOWLEDGEMENTS i
ABSTRACT IN ENGLISH ii
ABSTRACT IN CHINESE iv
CONTENTS vi
LIST OF TABLES viii
LIST OF ILLUSTRATE ix
CHARPTER
I INTRODUCTION 1
Research Background and Motivation 1
Research Question and Objective 4
Research Process 4
CHAPTER
ⅡLITERATURE REVIEW 6
Relevant Theories of Brand Equity 6
Relationship between Advertising and Brand Equity 12
Relationship between Price Promotion and Brand Equity 15
Product category 17
CHAPTER
ⅢRESEARCH DESIGN 19
Research Framework 19
Research Hypotheses 20
Operational Definition and Measurement 24
Analysis Method 30
CHAPTER
ⅣDATA ANALYSIS 32
Description of Data 32
Reliability and Validity Test 35
Discussion of Empirical Results 46


CHAPTER
ⅤCONCLUSIONS AND SUGGESTIONS 51
Conclusions 51
Managerial Implication 54
Research limitation and suggestions 55
BIBLIOGRAPHY 58
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