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研究生:劉珮君
研究生(外文):Pei-chun Liu
論文名稱:以虛擬代言人觀點探討品牌權益之研究
論文名稱(外文):The study of the investigation into Brand Equity-based on the point of view of Spokesperson-Characters
指導教授:朱國光朱國光引用關係
指導教授(外文):Kuo-Kuang Chu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:84
中文關鍵詞:品牌知名度品牌權益層級程序分析法虛擬代言人
外文關鍵詞:Analytical Hierarchy Process(AHP)Brand AwarenessBrand EquitySpokesperson-Characters
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隨著生活型態的改變,目前已進入虛擬網路及卡通的時代,消費者不再只滿足基本產品的需求,加上市場上行銷手法日新月異、競爭激烈,企業對於品牌逐漸重視,並將虛擬代言人視為一個品牌的代表來經營,本研究將探討虛擬代言人對於品牌價值的影響。
本研究根據文獻資料加以彙整,將品牌權益分為品牌知名度、品牌忠誠度、品牌形象、品牌聯想、知覺品質五大構面,加以分析企業對於虛擬代言人品牌權益權重考量因素之優先順序。研究對象為實務界及學術界專家,並採用層級程序分析法(AHP)驗證資料。其研究結果顯示,企業對於「品牌知名度」構面最為重視,其次分別為「品牌形象」、「品牌聯想」、「知覺品質」、「品牌忠誠度」。
研究結果顯示企業認為品牌知名度為建立品牌權益最重要的第一步,故企業必需創造讓人容易記憶的虛擬人物,能快速擴大品牌知名度;其次為品牌形象,推論其原因在於虛擬代言人能創造出擬人化個性,進而建立如產品或品牌的保證等企業所須之形象,並依虛擬代言人所傳遞不同的形象,滿足各類型消費族群;第三為品牌聯想,因虛擬代言人所表達出的品牌個性及獨特性能影響消費者對品牌的任何記憶,因而對品牌產生正面或負面影響,最後透過這些構面進而促成消費者購買意願,建立品牌忠誠度。
With the changing of people’s lifestyle, we have entered the age of internet and cartoon. The consumers can’t be satisfied by the basic demand of products anymore. Besides, the brands of the products have been considered seriously by companies gradually with the ever-changing market and intense competition. Furthermore, the spokesperson-Characters are used to be a representation of brand. In this research, we would focus on how Spokesperson-Characters effect the value of a brand.
This research was collected according to the reference documents. In order to analyze the importance of virtual spokesperson, the Brand equity would be divided into five faces, brand awareness, brand loyalty, brand image, brand association and perceived quality. The practical and academic experts are involved in this research, and we use Analytical Hierarchy Process (AHP) to verify the data. The result showed that enterprises of "Brand awareness" dimensions is the most importance, next is "Brand image" and the third is "Brand Association."
The result showed that “Brand awareness” is the first step to establish the Brand equity. Therefore, first, the enterprises have to create a virtual figure which is easy to be memorized in order to increase the fame rapidly. Second, the “Brand images”, we infer that because the virtual spokesman can create a anthropomorphic of personality, then it can establish an image which can prove the quality of brands or products which the enterprises need, moreover, it can transmit the different figure which according to different Spokesperson-Characters to conform with various types of groups of consumers ; Third, the brand association. Because of the figure and the uniqueness transmitted by the spokesperson-Characters will effect the consumer''s memories of the brands to get a positive or negative impact.
第壹章 緒論1
第一節 研究動機1
第二節 研究目的3
第三節 研究流程3
第貳章 文獻探討5
第一節 代言人5
第二節 虛擬代言人7
第三節 品牌權益10
第參章 研究方法與設計30
第一節 研究方法30
第二節 研究架構39
第三節 問卷設計42
第四章 研究結果與分析43
第一節 問卷對象43
第二節 信度與效度45
第三節 AHP資料分析45
第伍章 結論與建議59
第一節 研究結論59
第二節 研究建議62
參考文獻65
附錄一 研究問卷70
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