系統識別號 U0026-0307201212480000
論文名稱(中文) 促銷強度、品牌權益與品牌偏好對延伸產品購買意願的影響-以品牌相似度為干擾變數
論文名稱(英文) The Impact of Promotion Intensity、Brand Equity and Brand Preference on Purchase Intention-Brand Similarity as a moderator
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 100
學期 2
出版年 101
研究生(中文) 王郁婷
研究生(英文) Yu-Ting Wang
學號 r46991058
學位類別 碩士
語文別 中文
論文頁數 76頁
口試委員 指導教授-劉宗其
中文關鍵字 品牌延伸  品牌權益  品牌相似度 
英文關鍵字 brand extension  brand equity  brand similarity 
中文摘要 品牌延伸的概念從1980年代開始受到關注,自此品牌延伸被企業視為重要的成長策略之一。過去已有大量文獻針對品牌延伸之相關議題進行研究。然而,儘管品牌延伸策略被廣泛運用,卻不一定保證成功。另一方面,從實務觀點來看,越來越多經理人將焦點放在如何槓桿運用母品牌擁有的品牌權益以獲得最大效益。因此,本研究以品牌權益為基礎,並從其前因變數著手,以促銷強度、品牌權益與品牌偏好三個構面為自變數、品牌相似度為干擾變數,探討其對延伸產品購買意願的影響。
研究結果發現,促銷強度不同會對品牌權益造成顯著差異,但促銷強度越高,不一定會導致消費者對該品牌的知覺品質降低而削弱品牌權益。此外,與大多數文獻所提出的觀點一致,品牌權益會正面影響消費者對該品牌的偏好。另一方面,本研究實證結果發現, 無論品牌相似度高或低,品牌偏好與購買意願之間的關係皆呈現正相關。亦即,若消費者對母品牌持正面評價,則企業應推出相似度高的延伸產品,以提高消費者的購買意願;但若消費者對母品牌持負面評價,則推出相似度較低的延伸產品亦無法提高消費者的購買意願。
英文摘要 From the 1980s, the concept of brand extension has begun to receive attentions. Since then, brand extension has considered to be one of the important growth strategies. As a result, there has been a large number of literature concerning about the relative issues. However, the brand extension strategies have been widely used by companies, but do not necessarily guarantee success. On the other hand, from a practical prospective, more and more managers are focusing on how to leverage the parent brand equity to obtain benefits. Therefore, this study considers the impact of promotion intensity, brand equity and brand preference on purchase intention, which concludes the moderating effect of brand similarity.
The results indicate that different levels of promotion intensity will cause significant difference of brand equity. But high level of promotion intensity will not certainly lead to low perceived quality and then diminish brand equity. In addition, consistent with the viewpoints of previous researches, brand equity will have positive impact on brand preference. On the other side, the empirical results of this study show that, regardless of the degree of brand similarity, the relationships between brand preferences and purchase intentions are positively coorelated. That means, if consumers have positive attitudes towards the brand, suppliers can introduce highly similar extension products into the market and increase consumers purchase intentions. In another words, if there are suppliers whose brands are evaluated negatively by consumers, it is not beneficial even if suppliers introduce low similar extension products.
論文目次 圖目錄VI
第壹章 緒論1
第一節 研究背景與動機1
第二節 研究目的2
第三節 研究步驟3
第貳章 文獻探討5
第一節 品牌延伸5
第二節 促銷強度8
第三節 品牌權益12
第四節 品牌偏好15
第五節 品牌相似度17
第六節 購買意願19
第參章 研究架構與研究方法21
第一節 研究架構21
第二節 研究假設22
第三節 變數的操作型定義與衡量方法24
第四節 研究設計29
第五節 資料分析方法33
第肆章 實證資料分析35
第一節 樣本結構分析35
第二節 因素分析37
第三節 信度分析40
第四節 T檢定分析40
第五節 迴歸分析41
第伍章 結論與建議47
第一節 研究結果47
第二節 研究結論與管理意涵49
第三節 研究限制與未來建議51
附錄一 訪談紀錄59
附錄二 正式問卷(一)67
附錄二 正式問卷(二)72
參考文獻 網站資訊
<建國百年選拔活動>台灣百大品牌(2011),網址: http://100.brandingtaiwan.org/
Interbrand 全球品牌顧問(2011),網址:http://www.interbrand.com/zh-CHT/Default.aspx#

吳萬益 (2011),企業研究方法,華泰文化
張重昭、周宇貞、張心馨 (2004),價格促銷頻率與價格標示方式對消費者

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