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系統識別號 U0026-3107201717161200
論文名稱(中文) Non-dominant Brand's Creative Strategy: How Narrative Content Influences Creative Authenticity
論文名稱(英文) Non-dominant Brand's Creative Strategy: How Narrative Content Influences Creative Authenticity
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所
系所名稱(英) Institute of International Management
學年度 105
學期 2
出版年 106
研究生(中文) 舒佳禾
研究生(英文) Marcella Sofhia Castillo Caceres
學號 RA6047308
學位類別 碩士
語文別 英文
論文頁數 76頁
口試委員 指導教授-高如妃
口試委員-賴孟寬
口試委員-楊曉瑩
口試委員-吳萬益
中文關鍵字 none 
英文關鍵字 Symbolic/Shared cultural identity  Symbolic consumption  Idiosyncratic culture ideology  Semiotic model  Indexical cues  Iconic cues  Brand authenticity  Brand extended self-construal  Narrative transportation  Cosmopolitanism  Non-dominant brands 
學科別分類
中文摘要 none
英文摘要 This study aims to examine the perceived authenticity and self-concept connection of brands under different conditions, such as: the effect of Symbolic Culture Identity, also known as Shared Culture Identity (which originates from the dominant brand in the industry) on perceived Brand Authenticity, the effect of the combination of Symbolic Culture and Idiosyncratic Culture Identity or Ideology (which originates from the non-dominant brand, striving to penetrate or compete in the market) on Brand Authenticity. Both effects are evaluated under the narrative transformative stories framework which was developed from the theory. We apply the Narrative Transportation Theory to: 1) investigate the relationship between the Symbolic/ Shared/ Culture Identity and the perceived Brand Authenticity with Idiosyncratic Culture Ideology as a mediator. 2) Investigate the relationship between Symbolic Culture Ideology on Brand Extended Self Construal (BESC), which is the connection to the self-concept that customers develop, with the Idiosyncratic Culture Identity as a mediator. And lastly, 3) the effect Brand Authenticity combined with Shared Culture Identity with the addition of the Idiosyncratic Culture Identity has on Brand Attitude. This study proposes that a global well-known culture that dominant brands have already created, can become shared cultural ideology of two brands (dominant and non-dominant) and if presented through a crafted narrative that prompts a cognitive process in the individuals, that will results in the association of the Symbolic Culture Identity message with the message that portrays the unique value of the non-dominant brand then, an effect can be provoked to persuade consumers on both Brand Authenticity perceived as well as the Brand Extended Self-Construal (BESC). Such effect, can continue to create an attachment related to the need to belong and the need to connect and express the ideal-self through brands that costumers are able to develop. An effect that too has consequences on the Brand Attitude construct.
This study hopes to contribute to the Narrative Transportation Theory as well as to the marketing field professionals who need to understand more consumer behavior and what kind of marketing manipulations and tools can be used to affect consumers’ perception. Especially, the consumers’ authenticity perception and on how authentic consumers perceive the offering made by such non-dominant brands in the market to be. Consumers are inclined to reject non-dominant brands’ products and so, the ability of marketers and brands to compel consumer into acceptation becomes an important one. Since it can help them earn and sustain their customers and therefore have growth and profitability. The study hopes to contribute by finding strategies that can be adopted by these brands to better position themselves with regards to their competition.
論文目次 ABSTRACT I
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.1.1 Research Objectives. 4
1.1.2 Research Procedure. 5
CHAPTER TWO LITERATURE REVIEW 6
2.1 Narrative Transportation. 6
2.1.1 Narrative Transportation Theory. 7
2.1.2 Narrative Transformative Stories Framework. 8
2.2 Symbolic Culture Identity and Idiosyncratic Culture Identity. 10
2.2.1 Symbolism in Symbolic Culture Identity. 12
2.3 The Authenticity in the Context of the Semiotic Model. 13
2.3.1 Indexical Cues. 14
2.3.2 Iconic Cues. 15
2.4 Creative Authenticity. 18
2.4.1 Hypothesis 1. 18
2.5 Brand Extended Self-Construal (BESC) and Self-Referencing. 20
2.5.1 Hypothesis 2. 21
2.6 Cosmopolitanism 22
2.6.1 Hypothesis 3 23
2.7 Brand Attitude. 23
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 25
3.1 Research Project and Scope of Study. 25
3.1.1 Product Categories: Tangible and Intangible Products. 26
3.2 Research Design. 28
3.3 Methodology & Data Analysis. 29
3.3.1 Pretest 29
3.3.2 Study 1. 31
3.3.3 Study 2. 33
3.4 Summary of Proposed Hypotheses. 35
CHAPTER FOUR RESEARCH AND FINDINGS 37
4.1 Pretest. 37
4.1.1 Pretest Results for Study 1. 38
4.1.2 Pretest Results for Study 2. 39
4.2 Study 1 Results. 39
4.2.1 Sample Profile for Study 1:Tangible Category……………………...39
4.2.2 Scale Reliability. 40
4.2.3 Test Models: Hypotheses 1 to 3. 42
4.2.4 Mediating Effects for Study 1: Tangible Category. 47
4.3 Study 2 Results. 50
4.3.1. Sample Profile for Study 2: Intangible Category. 50
4.3.2 Scale Reliability. 51
4.3.3 Test Models: Hypotheses 1 to 3. 52
4.3.4 Mediating Effects for Study 2: Intangible Category. 57
CHAPTER FIVE CONCLUSION 60
5.1 Summary of Hypotheses. 60
Summary of Hypotheses. 61
5.2 Research Conclusions. 61
5.3 Research Discussion and Implications. 63
5.3.1 Research Project and Scope of Study. 63
5.3.2 Product Categories: Tangible and Intangible Products. 63
5.3.3 Recommendation for Non-dominant Brands. 66
5.4 Expected Contributions. 66
5.5 Research Limitations and Suggestions. 69
REFERENCES 70
APPENDICES 74
Appendix 1. Intangible Category Crosstab Manipulation Check SPSS Tables. 74
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