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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/10215


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/10215


    Title: 企業品牌傘策略之企業名稱背書效果
    Other Titles: The Effects of Corporate Brands as Endorsers in Corporate Umbrella Branding Strategy
    Authors: 別蓮蒂
    Bei, Lien-Ti
    Keywords: 企業品牌傘策略;背書效果;企業形象;Corporate Umbrella Branding Strategy;Endorsement Effect;Corporate Image
    Date: 2003-12
    Issue Date: 2008-11-25 10:34:38 (UTC+8)
    Abstract: 本研究將借助企業名稱來提攜新產品及品牌的品牌策略稱為「企業品牌傘策略」，突顯其以企業名稱庇蔭個別產品品牌的效果。研究目的除了確認在企業品牌傘策略中，企業品牌的背書效果之外，並比較企業品牌傘、企業品牌與個別產品三種品牌策略，對新產品在消費者信任程度與產品市場接受度的效果，同時探討企業形象對企業品牌傘策略效果的影響。本研究選擇運動鞋的Nike和Jump(將門)、行動電話的Nokia和Sugem，分別為Fiatte菲雅堤皮包、Advanstar晨星鬧鐘、Sablaze閃捷自行車、Provision博仕單槍投影機背書，以模擬平面廣告施測於499位大學生，為2(企業品牌形象：高與低)x2(企業品牌背書程度：牆裡背書與略微背書)x2(品牌策略：企業品牌傘與企業品牌)的實驗設計，另有一個無企業背書之個別產品品牌的控制組。研究結果顯示，有企業品牌背書的新產品市場接受度更高，整體而言，企業品牌傘策略的效果最佳，當廠商意圖多角化至與原產品類別不太相關的領域時，企業品牌傘是一種兼具企業品牌與個別品牌優點的品牌策略。
    The purpose of this study is to investigate the endorsement effects of corporate umbrella branding strategy, to compare this branding strategy with corporate branding and product branding strategies, :branding strategies) x 2 (endorsement: strong and weak) x 2 (corporate image: strong and weak) incomplete (branding strategies) x 2 (endorsement: strong and weak) x 2 (corporate image: strong and weak) incomplete experimental design collects data from 499 college students through color printed advertisements. The results show that corporate umbrella branding strategy creates a more reliable perception toward the new branding strategy has higher market acceptability than under corporate branding strategy. Corporate umbrella branding is a relatively better strategy suggested to marketers who intend to endorse a new product, which is not similar to the original products.
    Relation: 管理學報, 20(6), 1175-1199
    Data Type: article
    Appears in Collections:[企業管理學系] 期刊論文

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