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研究生:許元碩
研究生(外文):Hsu, Yuan-Shuo
論文名稱:品牌危機形式對不同品牌架構下的個別品牌評價之影響:東西方文化的干擾效果
論文名稱(外文):The Impacts of Brand Crisis on Brand Evaluation in Different Brand Architectures: The Moderating Roles of Eastern and Western Culture
指導教授:邱志聖邱志聖引用關係
指導教授(外文):Chiou, Jyh-Shen
口試委員:蕭丞傑林智偉
口試日期:2020-06-12
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營與貿易學系
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:2020
畢業學年度:108
語文別:中文
論文頁數:100
中文關鍵詞:品牌危機品牌架構東西方文化品牌評價
外文關鍵詞:Brand crisisBrand architectureCultural differenceBrand evaluation
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近年來,品牌相關危機的事件層出不窮,引發學者探討品牌危機背後的複雜原因,以及如何影響到消費者對於品牌的想法也是在品牌管理中值得相當關注的議題。
首先從文獻探討中推論出不同品牌架構的公司在發生不同品牌危機種類時,可能對消費者產生的影響有差異。此外,因為東西方人的思考模式有所不同,因此值得探討東西方文化差異與品牌架構及品牌危機種類之間的交互作用關係,並分析在不同情況發生下,消費者是否會對公司的想法不盡相同。
本研究主要分析品牌架構(家族品牌、品牌家族)、品牌危機形式(品牌價值觀危機、產品表現危機)、與東西方文化(東方、西方)的三因子實驗,共分八組,並探討三個控制之間的交互作用是否會對消費者的品牌評價造成差異性。
本研究結果發現,相對於發生品牌產品表現危機,當家族品牌內某一品牌發生的品牌危機是品牌價值觀危機時,會對集團內其他品牌造成較不好的評價;而當品牌家族內某一品牌不論發生品牌價值觀危機或產品表現危機時,消費者對集團內其他品牌的評價會造成沒有顯著差異的影響。
在西方文化中,當集團內某一品牌不論發生品牌價值觀危機或產品表現危機時,會對集團內其他品牌的評價造成沒有顯著差異的影響;在東方文化中,當集團內某一品牌發生的負面危機屬於產品表現危機時,消費者對於集團內其他品牌的評價會顯著高於當集團內發生的是品牌價值觀危機。
在西方文化中,當品牌架構屬於品牌家族,而這個品牌家族的集團內某一品牌發生負面危機時,消費者對該集團內其他品牌的評價會顯著高於當品牌架構屬於家族品牌;在東方文化中,當品牌架構無論屬於家族品牌或品牌家族,而這個集團內某一品牌發生負面危機時,消費者對該集團內其他品牌的評價會造成沒有顯著差異的影響。
Nowadays, brand related crisis has kept happening, causing scholars analyzing the complicated reason behind it. It is also an important issue to know how brand crisis affects consumer’s evaluation of the brand.
It is inferred from the literature discussion that companies with different brand architecture may have different impact on consumers when different types of brand crisis occur. In addition, because the thinking style of Eastern and Western people are different, it is worth exploring the interaction between Eastern and Western culture differences and brand structure and brand crisis types by analyzing how consumer will think about the company in different situation.
This research analyzes the three-factor experiment of brand structure (brand house, house of brands), brand crisis (brand value crisis, product performance crisis), and cultural difference (Eastern and Western) to look over whether the interaction between these three control variables will cause differences in consumer brand evaluation.
The results of this study show that comparing with product performance crisis, when a branded house company occur brand value crisis, it will cause a more negative evaluation. In addition, in Eastern culture, when a brand in a company occurs product performance crisis, consumers' evaluation of other brands in the company will be significantly higher than when a brand value crisis happens. Moreover, in Western culture, when a company’s brand architecture belongs to house of brands and when a certain brand in this company has a negative crisis, consumers will rate other brands in this company significantly higher than when the brand architecture belongs to a brand house.
第一章 7
第一節 研究動機 7
第二節 研究目的 9
第三節 研究程序 9
第二章 文獻探討 11
第一節 品牌架構形式(Brand Architecture) 11
第二節 品牌危機形式(Brand Crisis) 13
第三節 東西方文化差異 (Cultural Differences) 15
第四節 研究概念 18
第五節 研究假設 21
第三章 研究設計 22
第一節 變數的定義與衡量 22
第二節 問卷的設計與資料蒐集 23
第四章 研究結果 27
第一節 整體概念與分析架構 27
第二節 問卷結果分析 28
第五章 結論與建議 44
第一節 研究結果 44
第二節 研究結果意涵與建議 46
第三節 研究限制與未來研究建議 47
第四節 研究貢獻 47
參考文獻 49
附錄 53
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中文部分
邱志聖. (2011). 行銷研究 實務與理論應用. 四版. 台北市:智勝文化.
邱志聖. (2017). 品牌策略與管理. 台北市:智勝文化.
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