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系統識別號 U0026-0602201517284300
論文名稱(中文) 品牌真實性在其文化定位、原產地及產品知識上的影響:以春水堂與Bubbleology為例
論文名稱(英文) Chun Shui Tang and Bubbleology:The Effect of Culture Position, Country of Origin, and Product Knowledge on Brand Authenticity
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 103
學期 1
出版年 104
研究生(中文) 莫博銘
研究生(英文) Po-Ming Mo
學號 RA7011083
學位類別 碩士
語文別 英文
論文頁數 136頁
口試委員 召集委員-黃哲盛
指導教授-高如妃
口試委員-陳正忠
口試委員-劉世南
口試委員-吳一昇
中文關鍵字 全球品牌管理  品牌真實性  種類真實性  文化主題性定位策略  原產地 
英文關鍵字 Global brand management  Brand authenticity  Category authenticity  Culture theme position strategy  Country of origin 
學科別分類
中文摘要 Thomas L. Friedman 所出版的書- 世界是平的: 一部二十一世紀簡史提到國與國之間的邊界已經迅速消失,全球化將有利於人類,並會成為未來的主流,正當世界經歷了全球化進程,新的問題也將隨之而來,從品牌管理的角度來看,此篇論文提出全球化會如何影響品牌的真實性,特別是品牌文化主題性定位策略會如何影響品牌真實性呢? 因商品採購全球化,商品的原產地會影響品牌真實性嗎? 而消費者要如何從多元文化背景下看待品牌真偽?
從兩個實驗研究發現,在品牌文化主題定位和原文化之產品類別相同之下,品牌的品質感受會提升,然而,這樣情況下會產生原產地效應,另一方面,原產地效應在全球接受的文化品牌僅會產生較少的影響力,有趣的是,定位與原有的文化意識的品牌或者定位與全球文化意識的品牌,這兩者都不影響產品種類真實性與品牌真實性。
最後,具有較高的產品知識的消費者會比較低的產品知識的消費者,更容易有原始品牌真實度的影響,然而較高的產品知識的專家更有能力來詮釋品牌的真實性。
英文摘要 Thomas L. Friedman’s book The World is Flat: A Brief History of the Twenty First Century indicated that boundaries between countries had been disappearing rapidly. Globalization would benefit human beings and would become the main-stream in future. While the world undergoes the globalization process, new obstacles follow. From the brand management perspective, this thesis asks how globalization will affect brand authenticity. Particularly, how will brand cultural theme position strategy affect brand authenticity? Will country of origin effect, which resulted from global sourcing, influence brand authenticity? How do consumers from diversified culture background perceive brand authenticity? In two experimental studies, this thesis finds that positioning a brand culture theme to be consistent with the original culture of a product category increases perceived brand quality; however, it will be more vulnerable to country of origin effect. On the other hand, country of origin has less effect on a brand that is positioned based on a globally accepted cultural ideology. Interestingly, positioning a brand theme to be associated with an original culture ideology or a globally accepted culture ideology does not influence perceived category authenticity neither nor brand authenticity. Finally, consumers with high product category knowledge are more susceptible to original brand authenticity than novice consumers; however, the experts are more capable to interpret brand authenticity.
論文目次 摘要 I
ABSTRACT II
ACKNOWLEDGEMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.1.1 Cultural and Creative Industry. 1
1.1.2 Tea Culture and Teaism. 6
1.1.3 Chun-Shui Tang Cultural Tea House. 7
1.1.4 Bubbleology. 9
1.2 Research Motivation. 10
1.3 Research Objectives and Study Scope. 12
1.4 Research Structure. 13
1.5 Research Process. 14
CHAPTER TWO LITERATURE REVIEW 16
2.1 Cultural Branding Literature Review. 16
2.2 Country of Origin (COO) and Brand of Origin (BOO) Literature Review. 17
2.2.1 County of Origin Introduction. 17
2.2.2 Product Knowledge Familiarity-Expert and Novice. 18
2.2.3 Collectivism and Individualism. 18
2.2.4 Consumer Motivation. 19
2.2.5 Product Type. 20
2.2.6 Brand of Origin. 21
2.3 Brand Authenticity. 22
2.3.1 Brand Identity. 22
2.3.2 Authenticity Literature Review. 23
2.4 Hypotheses Development. 25
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 30
3.1 Models. 30
3.1.1 Study 1. 30
3.1.2 Study 2. 30
3.2 Pretest. 31
3.3 Data Collection and Method. 32
3.4 Study 1. 33
3.5 Study 2. 36
CHAPTER FOUR RESEARCH RESULTS 40
4.1 Study 1. 40
4.2 Testing Hypothesis 1. 41
4.3 Testing Hypothesis 2. 45
4.4 Testing Hypothesis 3. 50
4.5 Testing Hypothesis 4. 52
4.5.1 Testing of Hypothesis 4.1. 52
4.5.2 Testing of Hypothesis 4.2. 55
4.6 Hypotheses Results. 56
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 59
5.1 Conclusion. 59
5.2 Pretest. 60
5.3 Brand Cultural Theme will Influence Perceived Product Category. 61
5.4 Consumers with Better Knowledge about the Culture that is Associated with the Product Category will be Able to Evaluate Brand Authenticity. This Effect is Particularly Obvious in Original Cultural Positioned Brands than in Global Themed Brands. 62
5.5 Original Cultural Positioned Brand will be Perceived to Have Higher Quality than Global Cultural Positioned Brand. 63
5.6 Product Ingredients Manufacturing Location will Influence Brand Perceived Authenticity, but not Perceived Brand Quality. 64
5.7 Further Research and Limitation. 65
REFERENCES 66
APPENDICES 69
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