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| Title: | 品牌個性與品牌定位對消費者品牌延伸接受度之研究
A Study on the Impact of Brand Personality and Brand Positioning on Consumer Evaluations of Brand Extensions |
| Authors: | 郭宜娟
Kuo, Yi-Chuan |
| Contributors: | 邱志聖
Chiou, Jyh-Shen
郭宜娟
Kuo, Yi-Chuan |
| Keywords: | 內隱理論
成長心態
定型心態
品牌延伸
品牌整體態度
信任程度
感知質量
契合度
Implicit Theory
Growth and fixed mindset
Vertical brand extension |
| Date: | 2022 |
| Issue Date: | 2022-07-01 16:00:16 (UTC+8) |
| Abstract: | 相較於創立全新品牌，漸多企業選擇利用低成本且低風險的品牌延伸策略來擴大客群，實務上可看見成功的品牌延伸確實會為企業帶來龐大的利益，但也並非所有的品牌延伸皆能成功，這是由於品牌延伸的成敗會受到多種因素影響。而本論文主以內隱理論為基礎去探討不同品牌個性對品牌延伸成效之影響。在過往研究顯示，相較於定型心態的品牌個性，消費者較能接受成長心態的品牌個性執行品牌延伸，而當加入品牌定位執行不同的延伸策略，結果仍是一樣嗎？故本論文進行實驗設計，期望給予企業執行策略時有更全面的想法。
本研究透過設計虛擬品牌與其廣告的描述，建立 2 （定型心態品牌個性 V.S. 成長心態品牌個性）× 2 （奢侈品牌向下延伸 V.S. 平價品牌向上延伸）之實驗設計。在變數選擇上，本論文在文獻探討過程中，發現曾有學者提出品牌延伸能否成功仰賴消費者對母品牌的信念與態度、移轉程度等，而量化這些因素的方法即是詢問消費者對於品牌執行延伸的整體品牌態度、感知質量與認知契合度。此外，本論文也多加詢問消費者面對品牌延伸的信任程度。
最後，本論文得到幾項驗證：（一）相較平價品牌向上延伸，消費者較能接受奢侈品牌向下延伸、（二）成長心態的奢侈品牌向下延伸之子品牌態度、信任與母品牌信任得分會顯著高於成長心態的平價品牌向上延伸；而當品牌個性為定型心態時，奢侈品牌向上延伸的接受度會顯著高於平價品牌向下延伸、（三）平價品牌向上延伸會因為不一樣的品牌個性而影響接受度，即成長心態品牌個性會優於定型心態品牌個性；而奢侈品牌執行向下延伸則不受品牌個性影響。
Instead of creating new brands, companies prefer to comparatively inexpensive and low-risk brand extension strategies to develop new clients. In practice, there are many successful brand extensions existing and indeed bring the companies a huge benefit; however, not all the cases can be like this, for it depends on many factors. Based on implicit theory, this research mainly explores the impact of brand personalities on consumer acceptance of brand extensions. Past research has shown that consumers accept brands with growth mindset to implement extensions more than fixed mindset. And what if we take brand positioning into consideration, will the result still be the same?
This research conducts experimental design of 2 (brand personality with fixed mindset v.s. brand personality with growth mindset) × 2 (luxury brand downward-extending v.s. budget brand upward-extending). As for the dependent variables, some scholars once proposed that the success of brand extension depends on consumers` beliefs and attitudes towards the parent brand, and the degree of transfer, etc. The method to quantify these factors is to ask consumers overall brand attitude, perceived quality and cognitive fit. In addition, we also ask brand trust, and these four factors compose consumer acceptance.
After our experiment, we find that (1) consumers have a higher acceptance of luxury brands implementing downward extension, (2) when brand with fixed mindset is set, consumers prefer luxury brand downward-extending more, and (3) budget brands are affected by brand personality, while luxury brands are not. |
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| Description: | 碩士
國立政治大學
國際經營與貿易學系
109351021 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109351021 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200589 |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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