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研究生:林琬玲
研究生(外文):Wan-ling Lin
論文名稱:企業購併、品牌聯想契合度對品牌權益及購買意願之影響-以手機產品為例
論文名稱(外文):Brand Association, Brand Equity and Willingness of Purchase after M&A Events – An Example of Camera Cellphone.
指導教授:曾志弘曾志弘引用關係方至民方至民引用關係
指導教授(外文):Cher-hong TsengCher-Min Fong
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
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
畢業學年度:96
語文別:中文
論文頁數:74
中文關鍵詞:品牌聯想企業購併品牌權益購買意願
外文關鍵詞:Corporate Merger and AcquisitionWillingness to PurchaseBrand EquityBrand Associations
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隨著市場經濟的開放,企業購倂的趨勢已經成為近年來國內外都非常重視的議題,購併成為企業成長與發展的重要策略之一。透過購併活動,可以使組織內部的資源有效利用、加強行銷通路及快速地進入市場。但是,產品要如何從市面上眾多產品中脫穎而出,吸引消費者的注意?企業如何維持消費者的忠誠度?「品牌」便是一項非常關鍵的因素。探討品牌議題,多半脫離不了「品牌權益」。「品牌權益」(brand equity)即為品牌所具有的附加價值,它包含了消費者對於品牌之整體觀感及態度,透過品牌權益的建構與創造,企業才能真正獲得品牌所獨有的價值。

本研究主要在探討企業購併組合及品牌聯想與欲購買產品的契合度對於品牌權益及購買意願之影響,以手機產品為例,利用實驗設計的方式來進行研究,共分成四個實驗組別(品牌聯想契合度高買高;品牌聯想契合度高買低;品牌聯想契合度低買高;品牌聯想契合度低買低)。研究的結果顯示,在購併前,主併公司品牌聯想與欲購買產品契合度高,其品牌權益及購買意願優於品牌聯想契合度低之公司。購併之後,不同的購併組合則對於品牌權益之各項衡量構面會產生不同的影響,在購買意願上也會產生不同的影響。

當主併公司與被併公司的品牌聯想與欲購買產品契合度高時,主併公司的品牌權益得以提升,尤其在信賴感的部份能有效提升,因此企業可以藉由與專業廠商的合作,提升消費者對於產品的信賴度。但值得注意的是,其產品表現的部份是有負面的影響,因此,企業在進行購併後,除了本身的產品功能變好,也要去注意到其他的部份及售後服務,才能使消費者獲得更完善的服務,進而對整體品牌權益得以提升。
Along with economy growth, trends of merger and acquisition (M&A) between organizations have become an important issue in both geographical and strategic terms. Through M&A, firms are able to utilize their resources, enhance their marketing channels and penetrate markets with better efficiency. However, how do products grab consumers’ eyes against competitors? And how do firms maintain consumer loyalty? “Brand” is a critical factor. When discussing issues relating brands, “brand equity” is something one would never skip. The “brand equity” means the value added of a brand, containing the overall conception and attitudes of consumers. Only through constructing and creating brand equity, firms could gather the unique value possessed by their brands.
This thesis aims at discussing the relation between M&A, brand associations, the fit of target product, willingness to purchase and brand equity. This study served cellphone products as example and conducted four experiments. According to experiment result, the relationship between brand image of product and the product we want to buy is high before M&A, the brand equality and purchase intension are better than the relationship between brand image of product and the product we want to buy is low. This thesis use different fit of brand image to buy of different types of ingredient brand alliance, could affect the brand equity. Besides, different kinds of consumer could have different level of emphasising on the ingredient of integral brand alliance.
When acquirers’and acquirees’possess high brand association and fit of brand image, brand equity of the acquirers’would rise, especially in the parts of trustworthiness. Thus firms could cooperate with specialized firms in order to gain trusts from consumers. It is mention worthy that negative relations are documented in the product performance parts, thus, firms should pay attention on after-sales services and other parts instead of product alone after the M&A for the sake of brand equity and to let consumers enjoy better services.
致謝辭 I
中文摘要 II
Abstract IIII
目錄 IV
表目錄 VII
圖目錄 VIIII

第一章 緒論 1
第一節、研究背景與動機 1
第二節、研究問題與目的 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 6
第一節、購併 6
第二節、品牌權益 12
第三節、品牌聯想 27

第三章 研究方法 34
第一節、研究架構 34
第二節、研究假說 35
第三節、變數之定義與衡量 38
第四節、實驗設計 40
第五節、問卷設計 42
第六節、抽樣方法 44
第七節、資料分析方法 44

第四章 資料分析 45
第一節、樣本資料描述 45
第二節、信度分析 48
第三節、假設檢定 50

第五章 結論與建議 60
第一節、結論 60
第二節、管理意涵 61
第三節、研究限制與未來研究建議 62

參考文獻 64
一、中文部份
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洪宇生,促銷評價影響品牌權益及購買意願模式之研究—以洗面乳為例,朝陽科技大學企業管理研究所碩士論文,2003。
陳振燧、洪順慶,消費品品牌權益衡量量表之建構—顧客基礎觀點,中山管理評論,7(4),1999,頁1175-1199。
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施淑琳,品牌概念,品牌廣度暨品質變異程度對品牌延伸效果之影響,台大商學研究所碩士論文,1997。
楊日融,咖啡店經營關鍵成功因素之研究,國立中正大學企業管理研究所碩士論文,2003。
溫仁愷,品牌權益、品牌策略、通路策略對通路績效之研究—精品化手機實證,國立台北科技大學工業工程與管理研究所碩士論文,2007。
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葉相億,國際併購組合及品牌名稱對消費者態度之影響—以銀行業為例,國立政治大學國際貿易學系碩士論文,2000。
二、英文部份
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