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    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/112823


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/112823


    Title: 品牌策略對顧客知覺價值及購買意願之影響－ 單一品牌和多品牌策略之比較
    Authors: 卓芷柔
    Cho, Chih Jou
    Contributors: 樓永堅
    Lou, Yong Jian
    卓芷柔
    Cho, Chih Jou
    Keywords: 品牌策略
    單一品牌策略
    多品牌策略
    購買意願
    顧客知覺價值
    運動涉入
    Brand strategy
    Single brand strategy
    Multi-brand strategy
    Willingness to pay
    Customer perceived value
    Sport involvement
    Date: 2017
    Issue Date: 2017-09-13 15:59:40 (UTC+8)
    Abstract: 近年來台灣民眾對於健身運動的風氣漸漸興盛起來，運動相關配件之需求逐年提升，市面上幾個知名品牌如NIKE、ADIDAS、UNDER AMOUR皆屬於中高價位的運動品牌，並非所有民眾皆能負擔得起，促使低價位的運動品牌迪卡儂日漸崛起。不同於NIKE、ADIDAS等公司，迪卡儂則是使用多品牌策略，本研究欲探討品牌策略對於消費者的購買意願及顧客知覺價值是否有影響。
    本研究以實驗研究法來研究品牌策略對顧客購買意願及顧客知覺價值的影響，主要研究對象為商學院的學生，總計發放 128 份問卷，回收有效樣本為 122 份。使用T檢定和一般線性模式來進行研究假說之驗證。經由實證分析，本研究分析結果如下：
    (一) 品牌策略對消費者購買意願無顯著影響。
    (二) 品牌策略對顧客知覺價值無顯著影響。
    (三) 運動涉入程度在品牌策略與消費者購買意願、顧客知覺價值之干擾效果無顯著影響。
    由於實驗設計分析結果不如預期，故增加問卷調查以了解消費者至對迪卡儂購物之原因問卷調查。針對迪卡儂之消費者進行發放問卷訪談方式，總共發放數量為125份紙本問卷，共計回收有效問卷為108份。從問卷調查結果發現，消費者對於迪卡儂自有品牌暸解程度不高，且對於迪卡儂之品牌策略並不熟悉，並不暸解迪卡儂是採取多品牌策略。
    本研究探討品牌策略在運動產業中是否有影響，提供運動品牌業者或未來欲投入之業者在選擇品牌策略時之參考
    In recent years, Taiwanese people for the fitness movement gradually flourished. The demand for sports related parts increased year by year. Several well-known brands such as NIKE, ADIDAS, UNDER AMOUR are all high-priced sports brand which is not affordable for all people so the low-priced sports brand Decathlon rising.
    NIKE and ADIDAS adopt single brand strategy, but Decathlon use multi-brand strategy. The study is going to explore the brand strategy for the consumer`s willingness to pay and perceived value of customer impact.
    In this study, we adopt the experimental research method to study the impact of brand strategy on consumer`s willingness to pay and perceived value .The main study focuses on business school students, a total of 128 questionnaires issued, the recovery of valid samples for the 122. The T hypothesis and the general linear model are used to validate the hypothesis. Through the empirical analysis, the results of this study are as follows:
    1. Brand strategy has no significant impact on consumer`s willingness to pay.
    2. Brand strategy has no significant effect on customer perceived value.
    3. The interference effect of the degree of involvement in the brand strategy and consumer`s willingness to pay, the perceived value had no significant impact.
    As a result of the experimental design analysis results are not as expected, so the increase in the survey of Decathlon. A total of 125 questionnaires issued, the recovery of valid samples for the 108. From the survey results ,we found that consumers don’t understand Decathlon’s own brand.They don’t familiar with Decathlon`s brand strategy.
    This study examines whether brand strategy has an impact in the sports industry, providing sports brand operators or those who want to invest in the future when choosing a brand strategy.
    Keywords: brand strategy, single brand strategy, multi-brand strategy, willingness to pay, customer perceived value, sport involvement
    Reference: 一、 中文文獻
    1. 王廷宇(2010)。品牌聯想、涉入程度與消費者購買意願之研究--以羽球運動品牌為例。未出版之碩士論文。佛光大學管理學系碩士班。
    2. 王文正(2006)。產品知識及品牌形象對購買意願的影響-產品類別的干擾效果。未出版之碩士論文。大同大學事業經營研究所。
    3. 胡政源(2006)。品牌管理。台北：新文京發出版股份有限公司。
    4. 翁愷謙(2016)。顧客知覺價值對品牌形象之關係―以無印良品為例。未出版之碩士論文。中國文化大學國際企業管理學系碩士班。
    5. 許士軍(1987)。現代行銷管理。台北：商略印書館。
    6. 張麗娟(2009)。中醫復健科顧客忠誠度之研究。未出版之碩士論文。亞洲大學經營管理學系碩士在職專班學位論文。
    7. 曾席璋(2007)。品牌策略與企業形象對消費者購買意願的影響—涉入的干擾效果。未出版之碩士論文。真理大學管理科學研究所碩士論文。
    8. 鄭秀倫(2000)。品牌傘的企業背書效果。未出版之碩士論文。國立政治大學企業管理學系研究所碩士論文。
    9. 羅晨溦(2010)。體驗行銷、品牌形象與運動涉入對女性消費者購買運動產品意願之研究—以Nike Women 為例。未出版之碩士論文。國立臺灣師範大學運動與休閒管理研究所。

    二、 英文文獻
    1. Aaker, D. A. (1996). Should you take your brand to where the action is? Harvard business review, 75(5), 135-142.
    2. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. The Journal of marketing, 27-41.
    3. Assael, H. (1984). Consumer behavior and marketing action: Kent Pub. Co.
    4. Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers` usage of services: Usage as an antecedent and consequence of satisfaction. Journal of marketing research, 171-186.
    5. Chang, T.-Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22(1), 16-27.
    6. Dodds, W. B., & Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. ACR North American Advances.
    7. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers` product evaluations. Journal of marketing research, 307-319.
    8. Fox, K. R. (1987). Physical self-perceptions and exercise involvement: Arizona State University.
    9. Freedman, J. L. (1964). Involvement, discrepancy, and change. The Journal of Abnormal and Social Psychology, 69(3), 290.
    10. Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands.
    11. Kotler, P. (1994). Marketing management, analysis, planning, implementation, and control, Philip Kotler: London: Prentice-Hall International.
    12. Kotler, P. (2001). Marketing Management. Canada:Pearson Education.
    13. Kotler, P., & Keller, K. L. (2003). Marketing management.USA:Prentice Hall
    14. Monroe, K., & Krishnan, R. (1985). The effect of price on subjective product evaluations, perceived quality: How consumers view stores and merchandise (pp. 209-232). Lexington, MA: DC Heath.
    15. Monroe, K. R. (1979). Econometric analyses of electoral behavior: A critical review. Political behavior, 1(2), 137-173.
    16. Mullin, B. J., Hardy, S., & Sutton, W. (2014). Sport Marketing 4th Edition: Human Kinetics.
    17. Oliver, R. L., & DeSarbo, W. S. (1988). Response determinants in satisfaction judgments. Journal of consumer research, 14(4), 495-507.
    18. Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior, 7th. NY: Prentice Hall.
    19. Shao, C. Y., Baker, J. A., & Wagner, J. (2004). The effects of appropriateness of service contact personnel dress on customer expectations of service quality and purchase intention: The moderating influences of involvement and gender. Journal of Business Research, 57(10), 1164-1176.
    20. Solomon, M. R., & Rabolt, N. J. (2004). Consumer behavior: In fashion: Prentice Hall.
    21. Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
    22. Taylor, M. B. (1981). Product involvement concept: An advertising planning point of view. Attitude Research Plays for High Stakes, 94-111.
    23. Woodruff, R. B., & Gardial, S. F. (1996). Once and future products. The Journal of Business Strategy, 17(3), 11.
    24. Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822.
    25. Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 12(3), 341-352.
    26. Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of advertising, 23(4), 59-70.
    27. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22.
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    104363093
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0104363093
    Data Type: thesis
    Appears in Collections:[MBA Program] Theses

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