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系統識別號 U0026-2912201517302800
論文名稱(中文) 由琉璃工房與法藍瓷的產品設計探討品牌設計概念如何影響真實性與美感
論文名稱(英文) How Brand Design Concepts Affect Authenticity and Aesthetic Perception: The Strategic Branding Implications from 琉璃工房 (Liuli-Gong-Fang) and 法藍瓷 (Franz)
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 104
學期 1
出版年 105
研究生(中文) 王俊憲
研究生(英文) Chun-Hsien Wang
學號 RA7021135
學位類別 碩士
語文別 英文
論文頁數 103頁
口試委員 指導教授-高如妃
口試委員-蔡東峻
口試委員-王鈿
口試委員-謝孟達
中文關鍵字 美學  消費者品牌連結  文化資本  品牌真實性  品牌概念設計 
英文關鍵字 Aesthetics  Consumer-brand connection  Cultural capital  Brand authenticity  Brand concept design 
學科別分類
中文摘要 自文化創意商品推出以來,人們所追求的生活品質已無形中覺醒與提升。許多品牌持續地推出自己專屬的文化商品,以突顯出其差異性。在文化創意商品類別中,不同文化商品在市場上,已漸漸被廣大接受。
此篇論文,以觀察台灣品牌發展軌跡為基準,所定義出新的兩種品牌設計概念,分別為:以技術性為主軸之設計概念 (CBD) 與 以理念性為主軸之設計概念 (IBD)。 CBD設計概念,以參考台灣產業從最初的OEM模式轉變為ODM模式,最後轉變為自我品牌設計模式 (OBD),例如:法藍瓷。相反地,IBD設計概念,以文化思想理念模式為出發點,做為自我品牌設計與開發,例如:琉璃工房。此論文主要是探討這兩種品牌設計概念在美感與品牌真實性的影響程度。
資料收集與分析後發現,以IBD設計概念為基準的產品,較能突顯出自己本身所蘊含的自然美元素。換句話說,IBD較能觸動消費者與生俱來對美的獨特觀點。在消費者文化資本素質方面,IBD設計概念的產品,較能反映出所要傳達當時的情境與含意,尤其是具備高素質文化資本的消費群。相反的,以CBD設計概念為基準的產品,較仰賴消費者與品牌之間的連結,越是與品牌連結緊密的消費群,越能感受到品牌所要呈現出的真實性。此論文也呈現出美學的定義是主觀式的評論觀點,並無所謂的標準答案存在。總而言之,此論文透過三個實驗分析來探討品牌設計概念如何影響文化資本與消費者對品牌之間的連結。
英文摘要 Since the culturally-built products appeared on the market the lift quality has surprisingly been woken up and upgraded on people. Many brands have continuously released their new products relative to cultural things on the market. In the comprehensive cultural-product categories, different cultural-product becomes acceptable for outsiders across the world.
This thesis defines two brand design concepts based on empirical observation of Taiwanese brands’ development track: category-based design (CBD) and ideology-based design (IBD). CBD refers to those companies evolving from OEM to ODM and finally developing their own design and branding capability in house and become OBD, for example Franz 法藍瓷. IBD refers to those companies that rely on a cultural ideology to design their products and expand the brand from the beginning, for example Liuli-Gong-Fang 琉璃工房. The main research motivation of this thesis is to investigate the two brand design concepts’ influence on aesthetics and authenticity perceptions.
This thesis shows that IBD is perceived to significantly having higher aesthetics value than CBD. Furthermore, for IBD concept products, high cultural capital consumers are capable of observing significantly higher brand authenticity than low cultural capital consumers. On other hand, CBD concept products mainly rely on consumer-brand connection to influence authenticity perception; the higher consumer-brand connection, the more brand authenticity perception.
This thesis also shows that aesthetics evaluation is a subjective evaluation. Cultural capital and consumer-brand connection positively influence aesthetics perception independently. However, cultural capital and consumer-brand connection interactively influence brand authenticity evaluation. This thesis investigates the above relationships through three experimental analyses.
論文目次 摘要 I
ABSTRACT II
ACKNOWLEDGEMENTS IV
TABLE OF CONTENTS V
LIST OF TABLES VIII
LIST OF FIGURES X
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.1.1 Cultural Creativity in Branding. 2
1.2 Research Motivation and Objectives. 5
1.3 Research Structure. 7
CHAPTER TWO LITERATURE REVIEW 9
2.1 Brand Design Concept. 9
2.1.1 The Cultural Transmitters-Franz and Liuli-Gong-Fang. 12
2.1.2 Category-based Design (CBD) definition. 26
2.1.3 Ideology-based Design (IBD) definition. 28
2.1.4 Consumer Attitude to Brand Concept. 30
2.2 Authenticity. 31
2.3 Aesthetics. 34
2.4 Factors that influence Authenticity and Aesthetics Perception. 37
2.4.1 Consumer-Brand Connection. 37
2.4.2 Cultural Capital. 39
2.5 Hypotheses Development. 41
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 45
3.1 Pilot Study. 45
3.1.1 Pretest the Brand Design Concepts of CBD (Category-based Design) and IBD (Ideology-based Design). 45
3.1.2 Dependent Measurements. 46
3.1.3 Cultural Capital Measurement Assessment. 47
3.1.4 Data Collection and Method of Pilot Study. 48
3.2 Result of Pilot Study. 48
3.2.1 Manipulation Check for Design Concept of CBD and IBD. 48
3.2.2 Using Cultural Capital Measurement to Estimate Sample Size. 49
3.2.3 Dependent Variables Measurement Reliability Check. 51
3.3 The Main Experimental Study. 52
3.3.1 Analysis One: Self-Brand Connection and Cultural Capital on Brand Authenticity. 55
3.3.2 Analysis Two: Cultural Capital and Brand Theme Position (CBD and IBD) on Brand Authenticity. 56
3.3.3 Analysis Three: Self-Brand Connection, Brand Theme Position (IBD and CBD) and Cultural Capital on Product Aesthetics. 58
CHAPTER FOUR RESEARCH RESULTS 60
4.1 Manipulation Check. 60
4.1.1 Brand Design Concept Manipulation Check. 61
4.1.2 Cultural Capital Grouping. 62
4.1.3 Consumer-Brand Connection Grouping. 63
4.2 Experimental Study. 65
4.2.1 Analysis One: Self-Brand Connection and Cultural Capital on Brand Authenticity. 65
4.2.2 Analysis Two: The Moderating Effect of Brand Design Concept (CBD and IBD) on Cultural Capital. 72
4.2.3 Analysis Three: Self-Brand Connection, Brand Theme Position (IBD and CBD) and Cultural Capital on Product Aesthetics. 75
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 84
5.1 Category-based Design (CBD) and Ideology-based Design (IBD) Design Concept. 85
5.2 Cultural Capital no Directly Effects on Perceived Authenticity. 86
5.3 Cultural Intensity Effects on Consumer Perception. 87
5.4 Beauty and Aesthetics Effect on Consumer Behavior. 88
5.5 Managerial Implication. 89
5.6 Further Research. 90
REFERENCES 91
APPENDICES 94
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