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研究生:吳家洋
研究生(外文):Wu, Jia-Yang
論文名稱:聯名合作對奢侈品牌與快時尚品牌消費者態度與行為影響研究
論文名稱(外文):The Effect of Co-branding on Brand Attitude and Behavior of Luxury and Fast-fashion Brands
指導教授:樓永堅樓永堅引用關係
指導教授(外文):Lou, Yung-Chien
口試委員:蔡孟君白佩玉
口試委員(外文):Tsai, Meng-ChunPai, Pei-Yu
口試日期:2020-06-08
學位類別:碩士
校院名稱:國立政治大學
系所名稱:企業管理研究所(MBA學位學程)
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:2020
畢業學年度:108
語文別:中文
論文頁數:118
中文關鍵詞:奢侈品牌快時尚品牌品牌聯名象徵論知覺品質回饋效果
外文關鍵詞:Luxury brandsFast-fashion brandsTypologiesPreceived qualityCo-brandingFeedback effect
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隨著全球時尚零售市場競爭加劇,為了吸引大眾與媒體的注意力,越來越多奢侈品牌開始尋求與快時尚品牌合作推出聯名產品。而過去針對聯名品牌的研究主要為探討聯名成功的要素,鮮少探討聯名後消費者對雙方品牌之反應。因此,本研究以學者Mona Mrad等人之研究為基礎,研究不同等級的奢侈品牌與不同品質的快時尚品牌聯名合作,消費者對於雙方品牌之(1)自我表現(2)品牌知覺(3)購買意願(4)口碑以及(5)消費者參與之五個構面的影響。

本研究以象徵論為基礎,將奢侈品牌分為易獲得與不易獲得兩類,並依據消費者知覺品質將快時尚品牌分為品質優與劣兩類,設計2(奢侈品牌之易獲得、不易獲得)x2(快時尚品牌品質優、劣)的實驗設計,共發放四組實驗組問卷以及四組對照組問卷。採用便利抽樣的方式針對具有正職工作者隨機發放問卷,回收有效問卷共176份。經統計分析發現,聯名合作對於不易獲得之奢侈品牌之自我表現、品牌知覺、購買意願與口碑傳遞皆會產生負面的影響。研究更進一步發現,與品質差的快時尚品牌合作,會對奢侈品牌之品牌知覺產生負面影響。另外一方面,透過與奢侈品牌合作,快時尚品牌自我表現能力得到提升,快時尚不再僅只有滿足消費者功能性的利益,亦能夠滿足消費者象徵性利益。研究也發現當快時尚品牌品質劣時,與不易獲得的奢侈品牌合作對快時尚品牌消費者態度與行為所帶來的正向回饋效果顯著大於與易獲得之奢侈品牌合作。 此外,本研究也進一步探討聯名產品之功過歸屬,研究結果顯示,當聯名產品有正向表現時,消費者會傾向將功勞歸於奢侈品牌,而當聯名產品表現為負向時,消費者的表現較中性,並沒有將表現不佳的責任歸咎於奢侈品牌或是快時尚品牌。
As competition in the global fashion retail market intensifies, more and more luxury brands have begun to seek cooperation with fast fashion brands in order to attract the attention of the public and the media. In the past, the research on co-branding between luxury and fast-fashion brands was mainly to discuss the factors of the success of co-branding, but there were rare researches to discuss the reactions of consumers to the luxury and fast-fashion brands after cooperation. Therefore, this study bases on the research from scholar Mona Mrad to explore the joint cooperation between different levels of luxury brands and different quality fast-fashion brands how to affect consumers' (1) self-expression (2) brand perception (3) purchase intention (4) ) Word of mouth and (5) consumer engagement to the both brands.

Through an experimental design of 2(high/low availability of luxury brand)x 2(good/bad quality of fast-fashion brand), this research is targeted at people who have a full-time job and use convenient sampling and randomly distributing eight groups of questionnaires including four experimental groups and four control groups, a total 176 valid samples was collected. After data analysis, co-branding with fast-fashion brand will have a negative impact on the self-expression, brand perception, purchase intention and word-of-mouth communication to low availability of luxury brand. The study further found that cooperation with bad quality fast-fashion brand will have a negative impact on luxury brand perception. On the other hand, by cooperating with luxury brands, the self-expression ability of fast fashion brands has been improved. Fast fashion is no longer only satisfying consumers functional-oriented needs, but also satisfying symbolic-oriented needs. It is also found that when the quality of fast fashion brands is bad, cooperation with low availability luxury brands has a positive feedback effect on consumer attitudes and behaviors of fast fashion brands, which is significantly greater than cooperation with high availability luxury brands. In addition, this study also further explores the attribution of merits and demerits of co-branded products. The results show that consumers tend to attribute the credit to luxury brands when the co-branded products have positive performance, while when the co-branded products show negative performance, consumers' attitude is neutral, and do not blame luxury brands or fast fashion brands for poor performance.
摘要 I
Abstract III
謝誌 V
目次 VI
表次 IX
圖次 XI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討與假說推導 6
第一節 奢侈品牌 6
第二節 快時尚品牌 8
第三節 奢侈品牌與快時尚品牌聯盟關係 9
第四節 知覺品質 12
第五節 態度 13
第六節 購買行為與購後行為 17
第三章 研究方法 24
第一節 觀念性架構與假說推導 24
第二節 研究變數的操作性定義與變數衡量 25
第三節 研究設計 30
第四章 研究分析與結果 34
第一節 樣本描述 34
第二節 信度與效度分析 36
第三節 操弄檢定 39
第四節 聯名對奢侈與快時尚品牌消費者態度與行為的影響 40
第五節 奢侈品牌之易獲得性對快時尚品牌之影響 51
第六節 快時尚知覺品質對奢侈品牌之影響 54
第七節 功勞與責任 57
第八節 假說驗證整理 60
第五章 結論與建議 63
第一節 研究結論 63
第二節 研究建議 65
第三節 研究限制與未來研究發展 67
參考文獻 68
附錄 74
正式問卷(版本一) 74
正式問卷(版本二) 80
正式問卷(版本三) 85
正式問卷(版本四) 90
正式問卷(版本五) 95
正式問卷(版本六) 101
正式問卷(版本七) 107
正式問卷(版本八) 113
一、 中文部分

1. 吳佳穎(2005),聯合品牌配適度與品牌評價對消費者購買意願之影響,淡江大學大眾傳播學系碩士論文
2. 林子暘(2019),品牌形象與知覺價值對快時尚服飾品牌購買意願之影響-以流行涉入程度為調節變數,實踐大學企業管理學系碩士論文
3. 陳正芬(譯)(2004),《奢華,正在流行》(Silverstein,M.J. & Fiske,N. and Butman,J),台北市:商智文化(原著出版年:2003)
4. 陳書林(2006),探討影響網路負面口碑因素之研究,台北大學企業管理研究所碩士論文
5. 陳俐臻(2018),以Howard消費者決策模型探究品牌認知、態度以及品牌形象對直播購買意願之影響,國立高雄師範大學事業經營學系碩士論文
6. 黃建榮(2006),快時尚產業關鍵成功因素之探討-以ZARA為例,致理科技大學行銷與流通管理系碩士論文
7. 張曼玲與蘇詩涵(2014),建構品牌顧客承諾之量表,商略學報,第6卷3期,頁181-202
8. 鍾曉薇(2016),快時尚聯合品牌行銷策略研究—以H&M、UNIQLO、GAP為例,國立臺灣藝術大學傳播電視學系廣播電視碩士班碩士論文

二、 英文部分

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2. Aaker, D.A. (1991), “Managing Brand Equity: Capitalizing on the Value of a Brand Name,” The New York: Free Press.
3. Aaker, D. A. (1996), “Measuring brand equity across products and markets,” California Management Review, 38 (3), pp.102-120.
4. Aaker, D. A. and Joachimsthaler, E. (2000), “Brand Leadership: Building Asset in Information Society,” The New York: The Free Press.
5. Aaker, J. L. (1997), “Dimensions of Brand Personality,” Journal of Marketing Research, Vol. 34, No. 8, pp.347-356.
6. Alleres, D. (1990), “Luxe-Strategies Marketing,” Economica,1(1).
7. Allport, G. (1935), “Attitudes,” Mass Clark University Press, pp.768.
8. Ambler, T., “Do Brands Benefit Consumers,” International Journal of Advertising, Vol. 16, No. 3, 1997, pp.167-195.
9. Arndt, J. (1967), “Role of product-related conversations in diffusion of a new product,” Journal of Marketing Resaerch,4(3), pp.291-295.
10. Belk, Russell W. (1988), “Possessions and the Extended Self,” Journal of Consumer Reserch, 15(September), pp.139-168.
11. Buttle, F.A., (1998), “Word of mouth: understanding and managing referral marketing,” Journal of Strategic Marketing, 6(3), pp.241-254.
12. Chen, C.H., and Chen, S.K. (2000), “Brand Dilution Effect of Extension Failure-A Taiwan Study,” Journal of Product and Brand Management, Vol. 9, No. 4, pp. 243-254.
13. Cronin, J. J., and Taylor, S. A. (1992), “Measuring Service Quality: A Reexamination and Extension. Journal of Marketing,” 56(1), pp.55- 68.
14. Dodds, W.B., Monroe, K.B., and Grewal, D. (1991), “Effects of price, brand, and store information on Buyers’ Product Evaluation,” Journal of Marketing Research, pp.307- 319.
15. Garvin, D. A. (1983), “Quality on the Line,” Harvard Business Review, 61 (Sep.-Oct.), pp.65-73.
16. Hennig-Thurau, T., Gwinner, K.P., Walsh, G., and Gremler, D.D. (2004), “Electronic word of mouth via consumer opinion platforms: What motivates consumers to articulate themselves on the Internet,” Journal of Interactive Marketing,18(1), pp.38-52.
17. Kahn, B. E. (1995), “Consumer variety-seeking among goods and services,” Journal of Retailing and Consumer Services, 2(3), pp.139-148.
18. Kapferer, J.N. (1998), “Why are We Seduced by Luxury Brands,” Journal of Brand Management, 6 (1), pp.44-49.
19. Keaveney, S. M. (1995), “Customer switching behavior in service industries: an exploratory study,” The Journal of Marketing, pp.71-82.
20. Keller, K.L. (1993), “Conceptualizing, measuring and managing cus- tomer-based brand equity,” Journal of Marketing, 57(1), pp.1-22.
21. Keller, K.L. (2008), “Strategic brand management: building, measuring brand equity,” New York: Prentice Hall.
22. Loudon, D. L.and Della Bitta, A.J. (1993), “Consumer behavior: concepts and applications,” New York: McGraw-Hill.
23. Mittal, B. I. and Lee M.S. (1989), “A causal Model of Consumer Involvement,” Journal of Economic Psychology, Vol.10, pp.363-389.
24. Mrad, M., Farah, M.F. and Haddad, S. (2019), “From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands,” Journal of Brand Management,26(5), pp.567-582.
25. Park, C.W., Jun, S.Y., and Shocker, A.D. (1996), “Composite branding alliances: An investigation of extension and feedback effects,” Journal of Marketing Research, 33(4), pp.453-466.
26. Renand, F. (1993), Revue Francaise du Marketing, cachiers 132-133
27. Romaniuk, J. and Sharp, B. (2003), “Measuring Brand Perceptions: Testing Quantity and Quality,” Journal of Targeting, Measurement and Analysis for Marketing, 11(3), pp.218-229.
28. Shen, B., Choi, T.M. and Chow, P.S. (2017), “Brand loyalties in designer luxury and fast fashion co-branding alliance,” Journal of Business Research, 81, pp173-180
29. Sheth, J. N., Newman, B. L., and Gross, B. L. (1991), “Why We Buy What We Buy: A Theory of Consumption Values,” Journal of Business Search, 22(2), pp.159-170.
30. Simonin, B. L. and Ruth, J. A. (1998), “Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes,” Journal of Marketing Research, 35(1), pp.30-42.
31. Steenkamp, J. B. E. M. (1990), “Conceptual model of the quality perception process,” Journal of Business Research, 21 (4), pp.309-333.
32. Sundaram, D.S., Mitra, K., and Webster, C. (1998), “Word-of-Mouth Communications: A Motivational Analysis,”. Advances in Consumer Research, 25(1), pp.527-531.
33. Vigneron, F. and Johnson, L.W. (2004), “Measuring Perceptions of Brand Luxury,” Journal of Brand Management, 11 (6), pp.484-506.
34. Washburn, J.H. (2004), “Brand alliance and customer-based brad-equity effects,” Psychology and Marketing, 24(11), pp.947-973.
35. Xiao, N., Hwan, M., and Lee, S. (2014), “Brand identity fit in co- branding: The moderating role of CB identification and consumer coping,” European Journal of Marketing, 48(7/8), pp.1239-1254.
36. Zeithaml, V. A., and Kirmani, A. (1993), “Advertising, perceived quality, and brand image,” Brand Equity and Advertising, pp.143-161.
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三、 網路資料部分

1. Statista. 2016. Statistics & Facts on luxury advertising and marketing. https://www.statista.com/topics/4149/luxury-advertising-and-marketing.
2. 名牌「入門包」售價排行榜:愛馬仕奪冠!https://style.udn.com/style/story/8066/1156479
3. 平價品牌霸主是哪家? 網路聲量超懸殊:好看最重要https://www.nownews.com/news/20190829/3597823/
4. Uniqlo x Engineered Garments秋冬聯名系列-慶祝Uniqlo Fleece 25週年https://www.everydayobject.us/2019/09/02/uniqlo-engineered-garments-fleece/
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