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研究生:鄧凱文
研究生(外文):Kai-Wen Teng
論文名稱:動態企業識別對消費者品牌權益之影響
論文名稱(外文):The Influence of Dynamic Corporate Identity System on Consumer Brand Equity
指導教授:許明潔許明潔引用關係
指導教授(外文):Ming-Chieh Hsu
口試委員:曾淑芬余能豪
口試委員(外文):Shu-Fen TsengNeng-Hao Yu
口試日期:2013-02-27
學位類別:碩士
校院名稱:元智大學
系所名稱:資訊傳播學系
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:131
中文關鍵詞:動態企業識別動態品牌識別互動設計美學品牌權益
外文關鍵詞:dynamic corporate identitydynamic brand identityinteractive design aestheticsbrand equity
相關次數:
  • 被引用被引用:2
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  • 收藏至我的研究室書目清單書目收藏:1
本研究針對不同類型之動態企業識別加以分析探討,並參考相關文獻所定義的互動設計美學及消費者品牌權益架構來擬訂出施測問卷,測量不同動態企業識別對消費者品牌權益之影響。本研發現,娛樂性動態企業識別將產生較高的品牌權益,而在品牌知名度、品牌回應及品牌忠誠度上功能性、娛樂性的動態企業識別較高於識別性;品牌形象上的影響則是功能性高於娛樂性高於識別性。最後本研究整理出不同類型之動態企業識別對品牌權益的影響及差異,可作為未來研究不同類型動態企業識別對消費者的行銷策略之依據,更能給予企業或設計師在未來開發或企劃上的一個參考依據。
This study analyzes and discusses the different types of dynamic corporate identity. References and literature on interactive design aesthetics and consumer brand equity structure are reviewed to develop a survey to measure the impact of the different dynamic corporate identity of the brand equity of consumer. This research found out that an entertaining dynamic corporate identity will generate higher brand equity, functional and entertaining dynamic corporate identity will generate higher brand awareness. Moreover, brand response and brand loyalty can also be identified from the dynamic corporate identity. However for the brand image, functionality is more important than entertaining and identifying qualities of dynamic corporate identity. Finally, this study sorts out brand equity from different types of dynamic corporate identity that produces different effects. Different types of dynamic corporate identity on the basis of the consumer marketing strategy can be used for future research, and references for corporations or designers on future development or planning.
目錄
壹、 緒論 1
一、 研究背景 1
二、 研究動機 3
三、 研究目的 4
四、 研究貢獻 4
貳、 文獻探討 5
一、 企業識別系統 5
(一) 企業識別 5
(二) 動態企業識別 10
二、 動態企業識別之應用 13
(一) 動態企業識別之特徵與表現 13
(二) 互動設計的定義 20
(三) 互動設計美學的定義 24
(四) 互動設計美學與動態企業識別之間的關係 29
(五) 動態企業識別之應用-個案分析 32
三、 品牌權益 56
(一) 消費者品牌權益 56
(二) 企業識別系統與品牌權益的關係 67
(三) 動態企業識別系統、互動設計美學與品牌權益三者之間的關係 69
參、 研究方法 73
一、 研究架構 73
二、 研究假設 76
三、 操作型定義與問卷設計 77
四、 研究對象與抽樣方法 81
五、 信度與效度 82
肆、 資料分析與討論 83
一、 描述性統計與因素分析 83
二、 受測樣本背景差異分析 88
三、 動態企業識別實驗組與對照組之差異 89
四、 不同類型之動態企業識別分析 90
五、 互動設計美學與品牌權益之關係 95
六、 動態企業識別與品牌權益之共線性與迴歸分析 96
七、 假設驗證結果 98
伍、 結論與建議 101
一、 研究結論 101
二、 研究討論 105
三、 研究貢獻 105
四、 研究限制 106
五、 後續研究建議 106
參考書目 107
附錄 117
附錄一:研究問卷 117
附錄二:本研究之30個動態企業識別案例 120
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