(3.236.228.250) 您好!臺灣時間:2021/04/20 00:18
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:梁媚函
研究生(外文):Mei-Han Liang
論文名稱:建構新奢華品牌之關鍵要素探討-以服飾業為例
論文名稱(外文):A Study on Key Factor of New Luxury Brand-Example from Apparel Industry
指導教授:方至民方至民引用關係
指導教授(外文):Cher-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
論文出版年:2012
畢業學年度:99
語文別:中文
論文頁數:130
中文關鍵詞:新奢華品牌品牌權益
外文關鍵詞:brand equityNew luxury brand
相關次數:
  • 被引用被引用:2
  • 點閱點閱:413
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
21世紀初興貣了消費升級(Trading Up)現象,到至今已成為一種普遍性現象,反映著全球重要的消費行為轉變。2003年波士頓顧問集團資深副總 Michael J. Silverstein and Neil Fiske 進而提出新奢華概念,他指出新奢華為一種新穎的商業獲利模式,其奠基在將高品質的商品行銷至中階市場的消費者,在同類的產品中消費者願意且渴望去支付這些溢出價格,並且將這產品擺在選購的優先順位。本研究發現新奢華管理的在學術文獻與實務上探討多為西方國家之研究。然而亞洲國家卻是在奢華市場上崛貣占據相當重要的地位,不少新興國家的消費者越來越重視自我價值的追求,並購置購置奢華品來犒賞自己或是展現自我獨特的品味以及風格。可見得新奢華商品以品質優且價格較低的策略在亞洲市場上必定對消費者有獨特的吸引力以及購買價值。因此,本研究背景與探討以下三點:
一、建構服飾業中新奢華品牌的品牌關鍵要素
二、各個品牌關鍵要素對於品牌權益的影響
三、不同型態的新奢華品牌在品牌要素間重要程度是否不同
最後,研究結果發現
一、建構新奢華品牌要素有品質、知覺價值、奢華主義以及獨特性四大要素,其中依重要影響程度排列則為獨特性、品質、奢華主義,最後則為知覺價格。
二、新奢華品牌要素正向影響品牌聯想、品牌知名度以及品牌忠誠度三大構面
三、新奢華品牌品牌權益中以品牌聯想、品牌忠誠度對品牌權益具正向影響,品牌知名度對品牌權益則不顯著
四、不同新奢華品牌類型其對於品牌權益各構面的影響不同
The phenomenon which called Trading Up was rising in early 21st century. And it has become a common sense in today’s world showing the global consumer behavior change. At 2003 year the Boston Consulting Group senior vice president Michael J. Silverstein and Neil Fiske present a new concept of New luxury, and he pointed out that the new luxury is a profitable new business model, it puts the high-quality products to the middle market. And it makes the consumer willing and eager to pay the premium price, and put these products first choice in their mind. In our reaserch finding, the new luxury management in the academic literature and practice are mostly made form Western countries.Asian countries, however, is on the rise in the luxury market and it occupies a very important position. Now many emerging countries, consumers are increasingly value the pursuit of self-importance, and the purchase of luxury goods to reward their purchase or to show their unique taste and style. In our reaserch we think that the good quality and low price strategy in New luxury goods must appeal consumers in the Asian market.
Therefore, this research background and explore the following three points:
First, finding the key elements of a new luxury brand in the fashion industry''s of brand.
Second, investigate the key elements influence of a new luxury brand to the brand equity.Third, investigate the difference of different types of new luxury brand to influent the brand equity
Finally, the study found that:
First, there are four key elements of a new luxury brand which is quality, perceived price, luxury doctrine and uniqueness. And they are arranged by the important influence of the uniqueness, quality, luxury doctrine, the final is perceived price.
Second, the four key elements of brand new luxury brand is positively impact on association ,brand loyalty and brand awareness
Third, in the band equity of new luxury brand, the brand association and brand loyalty have a positive impact on brand equity, but the impact of brand awareness to brand equity is not significant.
Four different types of its new luxury brand for impact to brand equity is different.
致謝詞 .............................................................. i
摘要 ............................................................... ii
Abstract .......................................................... iii
目錄 ................................................................ v
圖次 ............................................................... vi
表次 .............................................................. vii
第一章、緒論 ........................................................ 1
第一節、研究背景 ................................................ 1
第二節、研究動機 ................................................ 3
第三節、研究目的 ............................................... 3
第二章、文獻探討 .................................................... 4
第一節、新奢華品牌 .............................................. 4
第二節、奢華 .................................................... 8
第三節、品牌與品牌權益 ......................................... 16
第四節、知覺價格 ............................................... 31
第三章、研究方法與設計 ............................................. 33
第一節、研究觀念性架構 ......................................... 33
第二節、研究假說 ............................................... 34
第三節、變數操作型定義 ......................................... 36
第四節、問卷設計與資料收集 ..................................... 49
第五節、研究方法 ............................................... 53
第四章、研究結果 ................................................... 57
第一節、樣本結構分析 ........................................... 57
第二節、信度分析 ............................................... 59
第三節、敘述性統計 ............................................. 61
第四節、效度分析 ............................................... 63
第五節、結構方程式模型分析 ..................................... 65
第五章、結論與建議 ................................................. 86
第一節、研究發現與討論 ......................................... 86
第二節、研究結論 ............................................... 92
第三節、研究限制 ............................................... 95
第四節、後續研究建議 ........................................... 96
參考文獻 ........................................................... 97
一、中文部分
方世榮譯,2000,Philip Kotler 著,行銷管理學,東華書局。
甘美玲,2006,知覺價格、知覺品質、知覺價值對購買意願之關係研究 -以消費者購買數位內容產品為實證,國立成功大學管理學院高階管理碩士在職專班碩士論文。
池文海、陳瑞龍、潘美雪,2009,品牌權益、服務品質、知覺價值、顧客滿意與顧客忠誠之探討-以台灣中油加油站為例,品質學報 Vol.16,No.4 ,291。
吳明隆,2010,SPSS操作與應用-問卷統計分析實務,五南圖書出版。
邱千容,2002,國際服裝品牌經營策略之研究,實踐大學服裝設計研究所碩士論文。
邱鈺婷,2003,台資企業於中國市場品牌權益策略之研究,國立中山大學企業管理研究所碩士論文。
卓瑩漪,2008,M型社會趨勢下新奢華服飾品牌創新經營模式的探討,輔仁大學織品服裝研究所碩士論文。
周群倫,2008,精品品牌之品牌認同與購買意願之研究,銘傳大學企業管理研究所碩士論文。
林佳穎,2004,國際時尚精品在台灣之品牌建構策略研究,國立中山大學企業管理研究所碩士論文。
馬志工譯,2007,Pamela N. Danziger 著,M 型社會新奢華行銷學:征服消費者的 11 堂必修課,臉譜出版。
陳正芬譯,2004,Michael J. Silverstein, Neil Fiske, John Butman 著,奢華,正在流行,商智文化。
陳寬裕、王正華,2010,結構方程模型分析實務:AMOS的運用,五南圖書出版。
陳瓊如,2006,奢華,為何令人如此迷戀?美麗佳人,150。
曾義明、黃筱霈,2003,品牌權益內涵之整合性的驗證 -線性結構模式的比較輔仁管理評論,第十卷第三期,27-56。
黃聖棋,2007,品牌觀念與消費者奢華態度對產品線向下延伸策略效果之影響,國立政治大學企業管理研究所碩士論文。
黃俊英,2001,行銷學的世界,天下遠見出版社。
楊淳聿,2006,精品品牌奢侈量表建構之研究,國立政治大學企業管理研究所碩士論文。
楊瑪利、王一芝(2007),「奢華,唾手可得」,遠見第 258 期,230-302。
劉錦秀、江裕真譯,2006,大前研一著,M 型社會,商周出版。
劉嘉雯,2007,消費者奢華態度之市場區隔研究,國立中山大學企業管理研究所碩士論文。
劉瑟卿,2005,虛榮特性、價格知覺與品牌購買意願關係之研究-以時尚服飾業為例,朝陽科技大學企業管理學系碩士論文。
劉秀玲,2009,奢華精品之品牌權益研究以Louis Vuitton為例,國立中山大學企業管理研究所碩士論文。
鄭慶宗,2000,網路企業品牌建構與管理之初探性研究-以入門網站為例,輔仁大學管理學研究所碩士論文。
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研究,東吳大學企業管理學系碩士班碩士論文。
二、英文部分
Aaker, David A.1991, Managing Brand Equity. NY:The Free Press.
Aaker, David A.1995, Building Strong Brands. NY:The Free Press.
Aaker, David A. 1996, Building Strong Brand. Consumer Behavior and Marketing Action, Kent Publishing Co.
Aaker, David A.& Joachimsthaler, Erich. 2000, Brand Leadership:Building Assets in Information Society. NY:The Free Press.
Based on Attitudes Toward Luxury Empirical Evidence from Twenty Countries, Marketing Letters, 16:12, 115-128.
Beatty, Sharon E. and Lynn R. Kahle. 1988, Alternative Hierarchies of the Attitude-Behavior Relationship: The Impact of Brand Commitment and Habit, Journal of Academic Marketing Science, 16 (Summer), pp.1-10.
Boomsma, A. 1982,The robustness of LISREL against small sample size in factor analysis models. In H. Wold & K. Jöreskog (Eds.), Systems under indirect observation (pp.149-173). New York: Elsevier North-Holland.
Chernatony, L. D. and G. McWilliams.1989, Branding Terminology-The Real Debate. Marketing Intelligence and Planning, 7, 29-32
Comrey, A. L. 1973,.A first course in factor analysis. New York: Academic Press.
Dodds, B.W., Monroe, K. B., & Grewal, D. 1991,Effect of Price, Brands and Store Information on Buyers’ Product Evaluation. Journal of Marketing Research, 28(Aug.), 307-319.
Dubois, B., Laurent, G. and Czellar, S. 2001, Consumer Rapport to Luxury: Analyzing Complex and Ambivalent Attitudes, Consumer Research Working Paper, No. 736, HEC, Jouy-en-Josas, France.
Dubois, B., and Czellar, S. 2002, Prestige Brands or Luxury Brands: An Exploratory Inquiry on Consumer Perceptions, 31st European Marketing Academy Conference Proceedings, Braga Portugal: European Marketing Academy.
Dubois, Bernard, Sandor Czellar, and Gilles Laurent .2005, Consumer Segments
Emery, F. E. [Ed.]. 1969, Systems Thinking: Selected Readings, Vols. 1 and 2. NY: Penguin Books
Farquhar, Peter H. 1990, Managing Brand Equity. Journal of Advertising Research, 30 RC7-RC12
Gardyn, R. 2002,Oh, the Good Life, American Demographics. Ithaca: Nov., Vol. 24, Iss. 10; pp. 30-35.
Grewal, Dhruv, R. Krishnan, Julie Baker and Norm Borin. 1998, The Effect of Store Name, Brand Name and Price Discounts on Consumers, Evaluations and Purchase Intentions,” Journal of Retailing, 74(3), pp. 331-352.
Hawkins, D.I., R.J. Best and K.A. Coney. 1983,Consumer Behavior:Implication for Marketing, Strategy Revised ed. Business Publication. Inc, Plano,Texas.
Hair, J., Black, B. Babin, B., Anderson, R. and Tatham, R. 2006, Multivariate Data Analysis (6th edition). Upper Saddle River, NJ: Prentice-Hal
Hair Joseph F., Black, William C., Babin Barry, J., Aderson, Rolph E., and Tatham, Ronald L.2006, Multivariate Data Analysis, Pearson Education, Inc. 6th
Hu, L. T., Bentler, P. M., & Kano, Y. 1992, Can Test Statistics in Covariance Structure Analysis Be Trusted? Psychological Bulletin, 112(2), 351-362
Jacoby, J. & Jerry C. Olson.1977,Consumer Response to Price: An Attitudinal, Information Processing Perspective, In Moving Ahead with Attitude Research, Y. Wind and P. Greenberg, eds. Chicago: American Marketing Association, pp.73-86
Kalyanaram, G./Little, J. D. C. 1994, An Empirical Analysis of Latitude of Price Acceptance in Consumer Package Goods, Journal of Consumer Research, Vol. 21 (December), pp. 408 - 418.
Kapferer, J.-N. 1997, Managing Luxury Brands, Journal of Brand Management, Vol. 4, No. 4, pp. 251-260.
Kannan, P. K. and P. K. Kopalle 2001, Dynamic Pricing on the Internet: Importance and Implications for Consumer Behavior. International Journal of Electronic Commerce 5(3): 63-83.
Kapferer, J.-N. 1998, Why Are We Seduced by Luxury Brands?, Journal of Brand Management, Vol. 6, No. 1, pp. 44-49.
Keller ,Kevin Lane 1993,Conceptualizing , Measuring, and Managing Customer- Based Brand Equity. Journal of Brand Marketing,Vol.57(1),7
Keller ,Kevin Lane. 1998, Strategic Brand Management:Building, Measuring and Managing Brand. NJ:Prentice-Hall.
Keller, Kevin Lane. Susan E. Heckler, and Michael J. Houston, 1998, The Effects of Brand Name Suggestiveness on Advertising Recall, Journal of Marketing, 62, January, pp.48-57.
Keller, K. L. 2008, Strategic Brand Management: Building, Measuring, and Managing Brand Equity. NJ: Pearson Prentice Hall.
Kenny Lim, & Aron O''Cass. 2002, Toward understanding the young consumer''s brand associations and ethnocentrism in the Lion''s Port ,Psychology & Marketing. Hoboken:Vol.19
Kotler ,Philip 1994,Marketing Management-Analysis, Planning , Implementation, and Control, 8th ed. Englewood Cliffs: Prentice-Hall.pp.174.
Kotler, Philip. 1999, Marketing Management: Analysis, Planning, Implementation, and Control, 10th ed., Prentice Hall International, Inc.
Kotler, Philip. 2003, Marketing Management. NJ:Prentice-Hall.
Lichtenstein, Richard G. Netemeyer, & Scot Burton. 1990, Distinguishing Coupon Proeness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective, Journal of Marketing. Vol. 54(July), pp.54-67.
Monroe K. B, & Dodds William B.1985, The Effects of Brand and Price Information on Subjective Product Evaluations, In Advances in Consumer Research, Vol. 12
Rao, Akshay R. and Kent B. Monroe. 1988, The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations,Journal of Consumer Research, Vol. 15(September), pp.253-264.
Teas, R. K., & Agarwal, S. 2000, The Effect of Extrinsic Product Cues on Consumers’ Perception of Quality, Sacrifice, and Value. Journal of the Academy of Marketing Science, 28(2), 278-290.
Thaler, Richard 1985, Mental Accounting and Consumer Choice, Marketing Science, Vol. 4(3), pp. 199-214.
Veblen, & L. L. Kanuk. 1912, New Jersey:Prentice-Hall., Schiffman, L.G. T., Consumer Behavior,.The Theory of the Lesiure Class. New York:Macmillan.
Vigneron, F., and Johnson, L.W. 2004, Measuring perceptions of brand luxury, Journal of Brand Management, London: July, Vol. 11, Iss. 6, pp. 484-506.
Woodside, A.G. 1974, Is there a generalized risky shift phenomenon in consumer behavior? Journal of Marketing Research,11(May), 225-6.
Yoo, Boonghee and Naveen Donthu. 2001, Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale,Journal of Business Research, 52 (April), 1-14.
Yoo, Boonghee, Naveen Donthu, and Sungho Lee. 2000, An Examination of Selected Marketing Mix Elements and Brand Equity,Journal of the Academy of Marketing Science, 28 (April), 195-211
Ziethaml, Valarie A. 1988,Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing , Vol. 52(July)
三、網站部分
Agnes b. 官方網站:http://asia.agnesb.com/zh/
DKNY 官方網站:http://www.dkny.com/
ESPRIT 官方網站:http://www.esprit.com/
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔