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研究生:黎家如
研究生(外文):Li, Chia-Ru
論文名稱:旗艦產品的品牌經驗對品牌延伸評價影響-以產品契合度作為調節變數
論文名稱(外文):The Effect of Flagship Product's Brand Experience on Evaluation of Brand Extension- The Moderating Role of Product Fit
指導教授:方文昌方文昌引用關係
指導教授(外文):Fang, Wen-Chang
口試委員:朱素玥徐雅惠方文昌
口試委員(外文):Chu, Suh-YuehHsu, Ya-HuiFang, Wen-Chang
口試日期:2012-05-29
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:英文
論文頁數:55
中文關鍵詞:旗艦產品品牌經驗品牌延伸評價產品契合度
外文關鍵詞:Flagship ProductBrand ExperienceEvaluation of Brand ExtensionProduct Fit
相關次數:
  • 被引用被引用:2
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  • 下載下載:26
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本研究在探討顧客對於特定品牌的旗艦產品經驗所延伸出來的新產品是否在旗艦產品以及新延伸出來的產品評價上會有差異,研究對象以小美品牌為例,並以問卷方式了解小美此品牌在顧客心中的旗艦產品為何,以及在小美此品牌所延伸出來的新產品中選出兩種產品,分別是高契合度及低契合度的產品做研究。此研究採用迴歸分析,來檢測產品契合度之高低,對旗艦產品的品牌經驗與品牌延伸評價之調節效果。研究結果發現旗旗艦產品的品牌經驗會正向影響延伸產品評價中的知覺品質與購買意願,而當產品契合度高時,在旗艦產品品牌經驗及品牌延伸評價會有正向調節效果;相反地,當產品契合度低時,在旗艦產品品牌經驗及品牌延伸評價會有反向調節效果。
This study explores whether the product evaluations between flagship product and the product of new extension from flagship product are different in customers‟ views. Can the brand experience of flagship product influence evaluations of brand extension? Object of this study is Hsiao-Mei, and we use the way of questionnaire to understand what the product from the consumers‟ point of view to associate with the parent brand name, and select two products of high and low fit to do study. We use regression analysis to detect that both the fit of high and low products showed up the adjustment effect between the flagship product of the brand experience and brand extension evaluation. The study results show that flagship product's brand experience will positively influence the evaluations of brand extension of perceived quality and purchase intention. Besides, when the product fit is high, flagship product's brand experiences can interact positively brand extension evaluations. On the contrary, when the product fit is low, flagship product's brand experiences can interact negatively brand extension evaluations.
ABSTRACT ........................................................................................................ IV
CONTENTS ......................................................................................................... V
FIGURE ............................................................................................................ VIII
TABLE ............................................................................................................ VIIII
CHAPTER 1 INTRODUCTION ....................................................................... 1
CHAPTER 2 LITERATURE REVIEW ........................................................... 5
2.1 Flagship Product ................................................................................... 5
2.2 Brand Experience .................................................................................. 6
2.3 Evaluation of brand extension .............................................................. 9
2.4 The Relationship between Flagship Product's Brand Experience and Evaluation of brand extension ............................................................ 10
2.5 Product Fit ........................................................................................... 11
2.6 The Moderating Role of Product Fit ................................................... 12
CHAPTER 3 METHODOLOGY .................................................................... 15
3.1 The Conceptual Framework of the Study ........................................... 15
3.2 Pretest .................................................................................................. 16
3.3 Research Design and Procedure.......................................................... 21
3.4 Measurement ....................................................................................... 21
VI
CHAPTER 4 RESULTS and ANALYSIS ....................................................... 25
4.1 Preliminary Data Collection ................................................................ 25
4.2 Summary Statistics, Reliability and Validity ...................................... 26
4.3 Hypotheses Testing ............................................................................. 32
CHAPTER 5 CONCLUSIONS ........................................................................ 37
5.1 Findings ............................................................................................... 37
5.2 Contributions and Implications ........................................................... 37
5.3 Limitations and Future Study Directions ............................................ 39
REFERENCES .................................................................................................. 41
APPENDIX 1 ..................................................................................................... 49
APPENDIX 2 ..................................................................................................... 49
APPENDIX 3 ..................................................................................................... 53
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