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研究生:張筠崴
研究生(外文):Chang, Yunwei
論文名稱:母品牌態度與聯合品牌態度之關係:產品涉入的干擾角色
論文名稱(外文):The Moderating Effect of Product Involvement on the Relationship Between Attitude Toward the Parent Brand and Attitude Toward the Co-brand
指導教授:林少龍林少龍引用關係
指導教授(外文):Lin, Shao-Lung
口試委員:王國欽陳勇諺
口試委員(外文):Wang, Kuo-ChingChen, Yung-Yen
口試日期:2012-06-29
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
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:69
中文關鍵詞:母品牌態度聯合品牌態度產品涉入
外文關鍵詞:parent brand attitudeco-brand attitudeproduct involvement
相關次數:
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本研究目的主要在探討高、低程度下的產品涉入對母品牌態度與聯合品牌態度關係之干擾效果。本研究採用實驗法,以鮮果汁運動飲料與即時分享相機作為虛擬聯合品牌產品。研究程序分為預試和正式實驗兩階段,預試目的在篩選出正式實驗所需之母品牌(3個鮮果汁品牌及3個運動飲料品牌/3個相機品牌及3個行動技術品牌)及聯合品牌產品(鮮果汁運動飲料/即時分享相機),預試回收有效樣本為50人。正式實驗階段,研究對象以國內大學生為主,採用3(鮮果汁品牌/運動飲料品牌)×3(相機品牌/行動技術品牌)×2(產品涉入:高/低) 的組間因子設計,共計18種實驗方格,每一實驗方格樣本數各為30人,共計540人。研究結果顯示,在聯合品牌策略上,母品牌態度會正向影響聯合品牌態度,而不同程度的產品涉入會干擾母品牌態度與聯合品牌態度,即相較於面對高涉入的聯合品牌產品時,消費者在面對低涉入的聯合品牌產品,母品牌態度更能正向影響聯合品牌態度。本研究討論研究發現在理論及管理實務上的意涵,同時對於未來的研究方向提出建議。
The main purpose of this study is to examine the moderating effect of product involvement on the relationship between attitude toward the parent brand and attitude toward the co-brand. The study used the experiment research including a pretest and fi-nal experiment, and fictitious sports drink of fresh juice/on line share camera as the co-brand product. The purpose of pretest is to select core brands and co-brand product. The experiment was 3(fresh brands)×3(sports drink brands)/3(on line technology)×3(camera brands) between-subjects factor design. Each experimental treatment of be-tween-subjects factor design was assigned to 30 college students. The data was provided 540 students. The result reveals that attitude toward the parent brand positively affects attitude toward the co-brand. Moreover, the personal characteristics such as product in-volvement moderate the above mentioned relationship. Compare to consumer with low-er product involvement, attitude toward the parent brand more positively affects attitude toward the co-brand for the consumer with higher product involvement. This study dis-cusses the implication for the theory and practices, and for the future study.

中文摘要 ................... iii
英文摘要 ................... iv
誌謝辭  ................... vi
內容目錄 .................... vi
表目錄 .....................v iii
圖目錄 ..................... ix
第一章  緒論.................1
第一節  研究背景............... 1
第二節  研究問題............... 2
第三節  研究架構............... 4
第二章  文獻探討與假設............ 5
第一節  聯合品牌............... 5
第二節  母品牌態度.............. 14
第三節  產品涉入............... 19
第四節  研究假設............... 23
第三章  研究方法............... 25
第一節  研究設計............... 25
第二節  預試................. 26
第三節  正式實驗............... 29
第四章  實驗結果............... 33
第一節  樣本結構............... 33
第二節  信度與效度分析............ 34
第三節  研究變數之操弄檢測.......... 36
第四節  假設檢定............... 38
第五章  結論與建議.............. 41
第一節  研究結論............... 41
第二節  管理意涵............... 42
第三節  研究限制與未來建議.......... 42
參考文獻 ................... 45
附錄A  預試問卷............... 59
附錄B  正式問卷............... 62

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