臺灣博碩士論文加值系統

品牌個性不但可以作為建立差異化品牌的重要工具，還可以打動人心讓消費者與品牌的關係如同親密朋友一般。過去對於品牌個性的研究是單獨找出實體產品品牌的品牌個性構面，或是單獨找出非實體產品品牌的品牌個性，本研究試圖以探索性的方式綜合比較，找出捆綁銷售的實體產品品牌和非實體產品品牌的品牌個性是否存在差異，利用的是基本敘述統計、主成分分析、二階驗證性因素分析、變異數分析、對應分析和集群分析等研究方法，並以行動電話和行動通訊服務為例。
研究結果顯示，實體產品品牌和非實體產品品牌的品牌個性是存在差異的，實體產品品牌較為刺激，非實體產品品牌較為純真，此外消費者對於實體產品品牌的品牌個性認同程度明顯大於非實體產品品牌，而產業龍頭的品牌無論是實體或非實體產品，其品牌個性都是稱職的。再者，實體產品品牌的品牌個性無論在消費者心中的品牌形象，或是透過廣告所想要呈現出的品牌識別都是相同的，非實體產品品牌卻是不相同的。

Brand personality is one of the techniques for building strong brands, it can touch customers’ heart, and build close relationship with customers. In the past, the related researches about brand personality are usually focus on physical products or intangible products separately. The main purpose of this study is to find out whether they are different, by using descriptive statistics, principal component analysis, 2nd confirmatory factory analysis, ANOVA test, correspondence analysis, and cluster analysis, taking mobile phone and mobile telecom services for example.

According to the research result, there are some different on brand personality between physical products and intangible products, physical products are more excitement, intangible products are more sincerity. Besides, Customers feel that brand personality on physical products is more obvious than intangible products, but the brand personality on industry leader whether physical products or intangible products are competence. Moreover, brand image and brand identity on brand personality at physical products are the same, but intangible products are not.

中文摘要 i
英文摘要 ii
致謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章　緒論 1
1-1 研究動機 1
1-2 研究目的 2
1-3 研究流程 3
第二章　文獻回顧 4
2-1品牌與品牌個性 4
2-1-1品牌與品牌個性的關係 4
2-1-2品牌個性的定義與功能 6
2-1-3品牌個性的影響因素 7
2-1-4品牌個性的研究方法 9
2-2實體產品品牌與非實體產品品牌品牌個性 10
2-2-1實體與非實體產品的差異 10
2-2-2品牌個性量表及相關研究 11
2-3品牌形象和品牌識別 14
第三章　研究設計 18
3-1 研究架構 18
3-2 研究假設 19
3-3 研究變項 20
3-4 問卷設計 21
第四章　研究結果 26
4-1 基本資料分析 26
4-2 基本統計分析 28
4-3 實體產品品牌與非實體產品品牌品牌個性實證結果 30
第五章　結論與建議 47
5-1 結論 47
5-2 研究限制與後續研究建議 50
參考文獻 51

一、中文部分
﹝1﹞可欣，「廣告代言人性格形象對品牌性格的影響─Nokia7210 手機平面廣告為例」，國立政治大學，碩士論文，民國92年。
﹝2﹞馬克．布萊爾(Mark Blair)等著，品牌管家－奧美360°品牌傳播管理，江惠頌譯，滾石文化，台灣，民國94年。
﹝3﹞江義平、林志穎，「網路品牌個性對品牌權益影響效果探究」，管理學報，27(1), 17-38頁，民國99年。
﹝4﹞霖．亞蕭(Lynn B. Upshaw)著，建立品牌識別，吳玟琪譯，台視文化事業，台北市，民國89年。
﹝5﹞宋秩銘等著，奧美的觀點，滾石文化，台灣，民國85年。
﹝6﹞周文賢，多變量統計分析SAS/STAT使用方法，智勝文化事業，台灣，民國91年。
﹝7﹞凱文•萊恩•凱勒(Kevin Lane Keller)著，策略品牌管理，三版，徐世同譯，華泰文化事業，台灣，民國97年。
﹝8﹞康家維，「品牌性格本土化量表編製之初探」，國立政治大學，碩士論文，民國97年
二、英文部分
﹝1﹞Aaker, D. A. (1996). Building Strong Brands, NY: The Free Press.
﹝2﹞Aaker, D. A. and E. Joachimsthaler (2000). Brand Leadership, NY: The Free Press.
﹝3﹞Aaker, J. L. (1997). "Dimensions of brand personality." Journal of Marketing Research 34(3): 347-356.
﹝4﹞Aaker, J. L., V. Benet-Martínez, et al. (2001). "Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs." Journal of Personality and Social Psychology 81(3): 492-508.
﹝5﹞Batra, R., D. R. Lehmann, et al. (1993). The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences. Brand Equity & Advertising: Advertising’s Role in Building Strong Brands. D. A. Aaker and A. L. Biel. Hillsdale, New Jersey, Lawrence Erlbaum Associates. 83-96.
﹝6﹞Belk, R. W. (1988). "Possessions and the Extended Self." Journal of Consumer Research 15(2): 139-168.
﹝7﹞Bhargava, R. (2008). Personality not Included
﹝8﹞Biel, A. L. (1992). "How brand image drives brand equity." Journal of advertising research 32(6): 6-12
﹝9﹞Dobni, D. and G. M. Zinkhan (1990). "In search of brand image: A foundation analysis." Advances in consumer research 17(1): 110-119.
﹝10﹞Ekinci, Y. and S. Hosany (2006). "Destination personality: an application of brand personality to tourism destinations." Journal of Travel Research 45: 127-139.
﹝11﹞Farquhar, P. H. (1990). "Managing Brand Equity." Journal of advertising research 30(4): 7-12.
﹝12﹞Fournier, S. (1998). "Consumers and Their Brands: Developing Relationship Theory in Consumer Research." The Journal of Consumer Research 24(4): 343-373.
﹝13﹞Gardner, B. B. and S. J. Levy (1955). "The product and the brand." Harvard business review 33(2): 33.
﹝14﹞Goldberg, L. R. (1993). "The Structure of Phenotypic Personality Traits." American Psychologist 48(1): 26-34.
﹝15﹞Guiltinan, J. P. (1987). "The price bundling of services: a normative framework." Journal of marketing 51(2): 74-85.
﹝16﹞Kapferer, J.-N. (1992). Strategic Brand Management, The Free Press.
﹝17﹞Keller, K. L. (1993). "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity." The Journal of Marketing 57(1): 1-22.
﹝18﹞Keller, K. L. (1998). Strategic brand management:building,measuring and managing brand equity. New Jersey, Prentice Hall.
﹝19﹞Kotler, P. (2003). Marketing Management, Prentice Hall.
﹝20﹞Levitt, T. (1981). "Marketing intangible products and product intangibles." Cornell hotel and restaurant administration quarterly 22(2): 37-44.
﹝21﹞Müller, B. and J. L. Chandon (2003). "The Impact of Visiting a Brand Website on Brand Personality." Electronic Markets 13(3): 210-221.
﹝22﹞McCracken, G. (1989). "Who is the celebrity Endorser ？ Cutural Foundations of The Endorsement Process." Journal of Consumer Research 16(3): 310-321.
﹝23﹞Moser, M. (2003). United we brand：how to create a cohesive brand that''s seen, heard and remembered, Client Distribution Services.
﹝24﹞Okazaki, S. (2006). "Excitement or sophistication? A preliminary exploration of online brand personality." International marketing review 23(3): 279.
﹝25﹞Phau, I. and K. C. Lau (2001). "Brand personality and consumer self-expression: Single or dual carriageway?" Journal of Brand Management 8(6): 428-444.
﹝26﹞Pitta, D. A. and L. P. Katsanis (1995). "Understanding brand equity for successful brand extension." The Journal of consumer marketing 12(4): 51-64.
﹝27﹞Plummer, J. T. (2000). "How Personality Makes a Difference." Journal of Advertising Research 40(6): 79-83.
﹝28﹞Reynolds, T. J. and J. Gutman (1984). "Advertising is image management." Journal of advertising research 24(1): 27-37.
﹝29﹞Rojas-Méndez, J., I. Erenchun-Podlech, et al. (2004). "The Ford brand personality in Chile." Corporate reputation review 7(3): 232-251.
﹝30﹞Roth, M. S. (1995). "The effects of culture and socioeconomics on the performance of global brand image strategies." Journal of marketing research 32(2): 163-175.
﹝31﹞Siguaw, J. A., A. Mattila, et al. (1999). "The brand-personality scale An Application for Restaurant." Cornell hotel and restaurant administration quarterly 40(3): 48-55.
﹝32﹞Simonin, B. L. and J. A. Ruth (1995). "Bundling as a strategy for new product introduction: Effects on consumers'' reservation prices for the bundle, the new product, and its tie-in." Journal of Business Research 33(3): 219-230.
﹝33﹞Sung, Y. and S. F. Tinkham (2005). "Brand personality structures in the United States and Korea: Common and culture-specific factors." Journal of consumer psychology 15(4): 334-350.
﹝34﹞Supphellen, M. and K. Grønhaug (2003). "Building foreign brand personalities in Russia: the moderating effect of consumer ethnocentrism." International journal of advertising 22(2): 203-226.
﹝35﹞Upshaw, L. B. (2000). Building Brand Identity.
﹝36﹞Venable, B. T., G. M. Rose, et al. (2005). "The role of brand personality in charitable giving: An assessment and validation." Journal of the Academy of Marketing Science 33(3): 295-312.
﹝37﹞Wee, T. T. T. (2004). "Extending human personality to brands: The stability factor." Journal of brand management 11(4): 317-330.