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研究生:江元聖
研究生(外文):Yuan-Sheng Chiang
論文名稱:品牌知名度對產品評價之影響-以品牌忠誠度及產品製造來源國形象為干擾效果
論文名稱(外文):Influences of Brand Awareness to Product Evaluation–Brand Loyalty and Image of Origin Country as Interference
指導教授:鄭惠文鄭惠文引用關係
指導教授(外文):Hui-Wen Cheng
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士在職專班
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:100
語文別:中文
論文頁數:50
中文關鍵詞:品牌知名度國家形象產品評價品牌忠誠度
外文關鍵詞:Brand AwarenessBrand LoyaltyCountry ImageProduct Evaluation.
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隨著交通便利,民眾生活水準提高,購買品牌商品已成為一般民眾消費的主要選擇。而隨著市場競爭的日益激烈和行銷模式的逐漸成熟,創建一個新的品牌越來越艱難,企業開始考慮如何充分利用現有的品牌來增加業績。此時品牌知名度則會對產品評價及產品購買意願產生影響。並且可能受到品牌忠誠度、產品製造來源國國家形象等因素所干擾。
本研究選擇家用汽車品牌產品進行研究,目的在於探究家用汽車品牌知名度、產品製造來源國之國家形象及家用汽車品牌忠誠度對其產品評價之影響。
共發放問卷309份,有效回收問卷為300份,有效回收率為97%。回收後的問卷,將採用SPSS進行描述性統計分析、獨立樣本t檢定、單因數變異數分析及IPA分析。研究結果發現如下:
1.品牌知名度高低對產品評價具有顯著正向之影響。
2.產品製造來源國之國家形象高低對產品評價具有顯著正向之影響。
3.品牌忠誠度高低對產品評價具有顯著正向之影響。
基於此,本研究建議,汽車廠商欲進行產品推廣前,需考慮其品牌之知名度、產品製造來源國之國家形象,及消費者對其品牌忠誠度為何,以便了解消費者對其產品的評價及對產品的購買意願,使推出的產品更容易讓消費者接受。
With more and more convenient transportation and improvements of people''s living standards, buying brand products has become a main choice for people. While creating a new brand is more difficult with the increasingly fierce market competition and gradually mature marketing methods; companies begin to consider making full use of existing brands to increase performance. At this point, brand awareness will have an impact on product evaluation and volition of purchase. At the same time, there are other issues would affect the them, such as brand loyalty and origin country image.
This study selects car brand products, aimed at exploring the impact of brand awareness, image of origin country and car brand loyalty on product evaluation.
A total, of 309 questionnaires were issued, among which there were 300 effective retrieving questionnaires and 97% effective recovery. Using SPSS undertake descriptive statistics analysis, independent samples t test, single-factor variance analysis and IPA analysis for those recovery questionnaires. Study results found as following:
1. Brand awareness level (high or low brand awareness) has significant positive influences on the product evaluation.
2. Images of country of origin (good or bad country image) have prominent positive impact for product evaluation.
3. Brand loyalty of product evaluation (high or low brand loyalty) has notable positive effects on product evaluation.
On the basis, this study suggests that automobile manufacturers should consider brand awareness, image of origin country and the brand loyalty of consumers before new products promotion. So as to evaluate products and volition of purchase for the new products are easier for consumers to accept.
目 錄 I
表目錄 IV
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程與架構 2
第貳章 文獻探討 4
第一節 品牌之定義 4
第二節 品牌知名度 5
第三節 產品評價 6
第四節 品牌來源國與產品製造來源國形象 8
第五節 品牌忠誠度 9
第參章 研究方法 10
第一節 研究架構 10
第二節 研究假設 11
第三節 研究設計 11
第四節 問卷設計 14
第五節 資料分析方法 19
第肆章 研究分析 20
第一節 問卷回收與樣本結構 20
第二節 研究變數之操弄檢定 22
第三節 品牌知名度、產品製造來源國之國家形象、品牌忠誠度對產品評價之影響 24
第伍章 研究結果與建議 29
第一節 研究結論 29
第二節 管理意涵 30
參考文獻 31
附錄: 研究問卷 38
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