政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/124178

政大機構典藏 > 商學院 > 國際經營管理英語碩士學程IMBA > 學位論文 > Item 140.119/124178

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/124178

Title:	國際品牌形象與接受度購買因素分析—以法國烘焙品牌Paul為例 Global brands image and acceptance in host market – The case of Paul in Taiwan
Authors:	林琬真 Lin, Wan-Chen
Contributors:	吳文傑 Wu, Jack 林琬真 Lin, Wan-Chen
Keywords:	國際品牌品牌意識品牌形象品牌關聯保羅麵包法式烘焙餐廳 Global brands Brand awareness Brand image Brand association Boulangerie Paul
Date:	2019
Issue Date:	2019-07-01 10:56:42 (UTC+8)
Abstract:	無 With the trends of globalization, global brands have been put on center stage and compete with local brands in various countries. In order to excel in the market, it is necessary for global brands to know their strengths and manage their brand characteristics. The French chain bakery Paul is a representative brand to study how global brands compete with local brands in host market. The purpose of this research is to study how Paul built its brand awareness, formed the brand image, and linked the associations that made the brand accepted in Taiwan from consumers’ perspective. Qualitative research on 17 respondents with semi-structured interviews was conducted to explore consumers’ perceptions towards the brand. The results indicate that consumers establish the awareness of the brand through media, word of mouth and passing by the shops. The brand has a premium brand image among most of the respondents while there are a few respondents that consider the brand to be ordinary. High and consistent quality, French origin, high prestige, and diversified offerings are the brand associations that contribute to the positive brand image and acceptance in the local market, while high price, lack of uniqueness, loss of quality and authenticity as well as less accessibility are negative associations some consumers possess towards the brand. The implications from the findings suggest that global brands’ quality is the most important characteristics to consumers, country of origin needs to be leveraged properly, prestige and price should be managed carefully and identification of brands uniqueness with insights of local needs is critical. This research provides valuable information and reference for future global brand management in the host markets.
Reference:	Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press. Alba, J. W., Hutchinson, J. W., & Lynch, J. G. (1991). Memory and decision making. In H. H. Kassarjian & T. S. Robertson (Eds.), Handbook of Consumer Theory and Research (pp.1-49). Englewood Cliffs, NJ: Prentice-Hall. Batra, R., Ramaswamy, V., Alden, D., Steenkamp, J., & Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9(2), 83-95. doi:10.1207/s15327663jcp0902_3 Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183-194. doi:10.1086/208911 Bhardwaj, V., Kumar, A., & Kim, Y.-K. (2010). Brand analyses of U.S. global and local brands in India: the case of Levi`s. Journal of Global Marketing, 23(1), 80-94. doi:10.1080/08911760903442226 Calvo Porral, C., & Levy-Mangin, J.-P. (2015). Global brands or local heroes?: evidence from the Spanish beer market. British Food Journal, 117(2), 565-587. doi:10.1108/bfj-07- 2013-0174 Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as Signals: A Cross-Country Validation Study. Journal of Marketing, 70(1), 34-49. doi:10.1509/jmkg.2006.70.1.34 Euromonitor International (2016). Holder, groupe in consumer food service (France). Retrieved from http://www.portal.euromonitor.com.ezp.em-lyon.com/portal/analysis/tab Hoeffler, S., & Keller, K. L. (2003). The marketing advantages of strong brands. Journal of Brand Management, 10(6), 421-445. doi:10.1057/palgrave.bm.2540139 65 Holt, D. B., Quelch, J., & Taylor, E. L. (2004). How global brands compete. Harvard Business Review, 82(9), 68--75+136. Retrieved from https://hbr.org/2004/09/how-global-brands- compete. Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2). doi:10.1086/208544 Interbrand best global brands – methodology (n.d.). Retrieved from https://www.interbrand.com/best-brands/best-global-brands/methodology/ Kapferer, J.-N. (2005). The post-global brand. Journal of Brand Management, 12(5), 319-324. doi:10.1057/palgrave.bm.2540228 Kapferer, J.-N. (2012). The New Strategic Brand Management (5th Revised edition ed.). London, United Kingdom: Kogan Page Ltd. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. doi:10.1177/002224299305700101 Kim, E.Y., Knight, D. K., & Pelton, L. E. (2009). Modeling brand equity of a U.S. apparel brand as perceived by generation Y consumers in the emerging Korean market. Clothing and Textiles Research Journal, 27(4), 247-258. doi:10.1177/0887302x08327085 Levitt, T. (1983). The globalization of markets. Harvard Business Review, (5), 92-102. Retrieved from https://hbr.org/1983/05/the-globalization-of-markets. Macdonald, E., & Sharp, B. (1996). Management perceptions of the importance of brand awareness as an indication of advertising effectiveness. Journal of Marketing Research, 14, 1-5. Maurel, E., Cazes, J., & Brejon, T. (2018). Les boulangeries et les pâtisseries. Retrieved from https://www.xerfi.com/Etudes_sectorielles_non_imprimablesE/secteur700doc/pdf/8DI S26-clyphe38.pdf Na, W.B., Marshall, R., & Keller, K. L. (1999). Measuring brand power: validating a model for optimizing brand equity. Journal of Product & Brand Management, 8(3), 170-184. doi:10.1108/10610429910272439 Our values. (n.d.). Retrieved from https://www.paul.fr/en/content/7-our-values Özsomer, A., & Altaras, S. (2008). Global brand purchase likelihood: a critical synthesis and an integrated conceptual framework. Journal of International Marketing, 16(4), 1-28. doi:10.1509/jimk.16.4.1 Özsomer, A., Batra, R., Chattopadhyay, A., & Ter Hofstede, F. (2012). A global brand management roadmap. International Journal of Research in Marketing, 29(1), 1-4. doi:10.1016/j.ijresmar.2012.01.001 Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50(4). doi:10.2307/1251291 Phau, I., & Prendergast, G. (2000). Conceptualizing the country of origin of brand. Journal of Marketing Communications, 6(3), 159-170. doi:10.1080/13527260050118658 Pitta, D. A., & Prevel Katsanis, L. (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4), 51-64. doi:10.1108/07363769510095306 Schuiling, I., & Kapferer, J.-N. (2004). Executive Insights: real differences between local and international brands: strategic implications for international marketers. Journal of International Marketing, 12(4), 97-112. doi:10.1509/jimk.12.4.97.53217 Shimp, T.A., & Sharma, S. (1987). Consumer ethnocentrism: construction and validation of CETSCALE. Journal of Marketing Research, 24(3), 280-289. doi: 10.2307/3151638 Steenkamp, J.-B. E. M. (2014). How global brands create firm value: the 4V model. International Marketing Review, 31(1), 5-29. doi:10.1108/imr-10-2013-0233 Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65. doi:10.1057/palgrave.jibs.8400002 The PAUL story. (n.d.). Retrieved from https://www.paul.fr/en/content/6-Our-story Yip, G. S. (1995). Total global strategy: managing for worldwide competitive advantage: Englewood Cliffs, NJ: Prentice Hall. Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211. doi:10.1177/0092070300282002 尤子彥. (2018, March). 麵包新強國台灣. 商業週刊, 1548. Retrieved from https://www.businessweekly.com.tw/magazine/article_page.aspx?id=34834&utm_sou rce=newsletter&utm_medium=email&utm_campaign=1584&utm_content=cover&_at rk_es=6f83dabf2788c5ce61ddf8f1bc0f0465fc307a50f6d95b6c16714521fdd196e0 吳淑華. (2012, April). Paul 麵包，與法國同步的烘培香. 今周刊, 799. Retrieved from http://www.businesstoday.com.tw/article-content-80730-97575-PAUL 林茂仁. (2009, November 5). PAUL 麵包美味打敗金融海嘯. 經濟日報. Retrieved from http://udndata.com.autorpa.lib.nccu.edu.tw/ndapp/Story?no=20&page=1&udndbid=ud ndata&SearchString=UGF1bMTRpV0rs%2FinTz3BcKZYs%2Fh8uGfA2aTps%2Fh8 wXCmWLHfs%2Fh8VXBhcGV y&sharepage=20&select=1&kind=2&article_date=2 009-05-11&news_id=4876686 邱雯敏. (2016, February 2). 馬卡龍退燒?法國百年老店 Laduree 退出台灣. 中時電子報. Retrieved from https://www.chinatimes.com/realtimenews/20160202002003- 260405?chdtv 許秀惠, & 陳前康. (2015, November). 麵包經濟學千億商機解密. 今周刊, 986. Retrieved from http://www.businesstoday.com.tw/article/category/80393/post/201511120027/%E9 陳怡文. (2018, August 8). 高級麵包店也撐不住!LALOS 烘焙坊 9/23 撤出台灣市場. 蘋果日報. Retrieved from https://tw.appledaily.com/new/realtime/20180808/1407205/BA%B5%E5%8C%85%E 7%B6%93%E6%BF%9F%E5%AD%B8 謝明玲. (2011, April a). 土洋麵包大戰搶三○○億市場. 天下雜誌, 438. Retrieved from https://www.cw.com.tw/article/article.action?id=5000740 謝明玲. (2011, April b). 法國百年麵包店 Paul 重現巴黎經典氣氛. 天下雜誌, 438. Retrieved from https://www.cw.com.tw/article/article.action?id=5000774
Description:	碩士國立政治大學國際經營管理英語碩士學位學程(IMBA) 105933005
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0105933005
Data Type:	thesis
DOI:	10.6814/THE.NCCU.IMBA.010.2019.F08
Appears in Collections:	[國際經營管理英語碩士學程IMBA] 學位論文

Files in This Item:

There are no files associated with this item.

社群 sharing

Loading...