政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/29951
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113318/144297 (79%)
造访人次 : 50968329      在线人数 : 953
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/29951


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/29951


    题名: 消費者的品牌傘資訊處理模式之研究
    作者: 林弘
    贡献者: 張愛華 博士
    林弘
    关键词: 品牌傘
    資訊處理模式
    即時處理模式
    契合度
    訊息處理
    日期: 2004
    上传时间: 2009-09-11 16:55:49 (UTC+8)
    摘要: 在品牌霸權的時代中，品牌的延伸、繁殖與企業獲利息息相關，而在消費者依賴各種品牌線索作為產品選擇的前提下，瞭解消費者會採取何種訊息處理方式來進行家族品牌的聯想與評估，便成為當代行銷人員的重要課題之一。

    本研究從消費者認知的角度出發，探討消費者在面對「品牌傘策略形式」以及「品牌傘旗下產品種類相似性」等兩種不同特性的家族品牌資訊時，會如何進行資訊處理以形成對家族品牌之整體評價，此外也探討「資訊可及性」以及「企業聲望」等兩項變數對於消費者在進行資訊處理時所造成的調節作用。

    本研究經由三次前測，選擇出八個企業及其旗下各五種產品類別，藉此分別代表不同企業聲望、不同產品種類、不同品牌傘策略形式之資訊處理標的，此外也選出足以代表正、中、負訊息之產品相關敘述，作為判斷消費者採取何種資訊處理模式之證據來源，最後再加上資訊可及性的操弄，因此共形成2（品牌傘策略形式：以企業名稱命名、以企業名稱加上產品線名稱命名）× 2（產品種類相似性：高、低）× 2（企業聲望：高、低）× 2（資訊可及性：高、低）2 ×（正負訊息出現先後順序）等三十二種版本的問卷施測於445位受測者，並以6-way MANOVA進行檢定，藉此判斷各因子間的交互效果為何。

    研究結果顯示：一、消費者在面對「以企業名稱命名」的品牌傘策略形式以及「產品種類相似性高」等一致性較高的品牌傘策略特徵時，有較多的證據顯示消費者會傾向於採用即時性資訊處理模式。二、在資訊可及性高的情形下，對於消費者在面對「以企業名稱命名」的品牌傘策略形式以及「產品種類相似性高」等一致性較高的品牌傘策略特徵時，更傾向於採用即時資訊處理模式。三、企業聲望對於消費者之資訊處理過程有相當大的影響，當企業聲望高時，消費者較不會考慮相關之品牌傘策略特徵，而會根據過去對於該企業之整體印象，採取記憶基礎的資訊處理模式來處理相關資訊；但消費者企業聲望較低時，反而會較注意品牌傘策略特徵，而以其一致性高低來決定採用何種資訊處理模式。

    整體而言，消費者在面對不同的品牌傘策略特徵時，會採取不同的資訊處理模式，同時也會受到企業聲望與資訊可及性的調節，因此企業欲採取品牌傘策略時，應將消費者之資訊處理模式納入考量，作為制訂品牌傘策略時的參考依據，藉此提高企業進行行銷時的成效。
    參考文獻: 中文部分
    天下雜誌(2004)，一千大製造業排行榜，頁P158-P246
    李永年(1997)，商品品質與服務品質對顧客滿意度及忠誠度之影響-以加油站為例，國立政治大學企業管理學系碩士論文
    吳凱薇(2002)，優酪乳市場分析與策略規劃，國立台北大學企業管理學系碩士論文
    別蓮蒂(2003)，品牌傘策略之企業名稱背書效果，管理學報
    邱纓琇(1999)，國際品牌授權稀釋效果之研究，國立政治大學企業管理學系碩士論文
    陳志豪(2004)，大專生對宅配業事前期望服務與事後知覺服務差異之研究，屏東科技大學企業管理碩士班碩士論文
    陳明輝(2002)，運動飲料消費者購買行為之研究，國立台北大學企業管理學系碩士論文
    許清耀(2002)，消費者購買汽車機油之行為分析，國立中山大學企業管理系碩士在職專碩士論文
    張茂嵩(2003)，契合度與產品知識對品牌策略效果之影響，國立政治大學企業管理學系碩士論文
    鄭秀倫(2000)，品牌傘的企業背書效果。國立政治大學企業管理學系碩
    士論文
    英文部分
    Aaker, David A. (1990) “Brand Extension: The Good, the Bad, and the Ugly,” Sloan Management Review: 47-56
    Aaker, David A. & Kevin Lane Keller (1990). “Consumer Evaluations of Brand Extensions, “Journal of Marketng, Vol.54(1):27-41.
    Aaker, David A. (1996). “Building Strong Brand,” New York: The Free Press.
    Ahluwalia, R and Z. Gürhan-Canli (2000) “The effect of Extensions on the Family Brand Name: An Accessibility –Diagnosticity Perspective,” Journal of Consumer Research, Vol.27, pp371-381.
    Boush,M. David & Babara Loken (1991). “ A Process-Tracing Study of Brand Extension Evaluation, “Journal of Marketing Research, Vol.28:16-28.
    Broniarczyk, Susan M. & Joseph W. Alba (1994). “The Importance of the Brand in Brand Extension, “Journal of Marketing Research, Vol.31(5):214-228.
    Cohen J.B. and Basu, K.(1987), “Althernative Models of Categorization :Toward a Contingent Processing Framework,” Journal of Consumer Research, Vol.13, pp455-472.
    Dacin, Peter A. & Daniel C. Smith (1994). “The Effect of Brand Porfolio Characteristics on Consumer Evaluations of Brand Extensions, “Journal of Marketing Research, Vol.31(5):229-242.
    Dowling, G. R.(1986), “Managing your Corporate Images,” Industrial Marketing Management, Vol.15（May）, No.2, pp.109-115
    Erdem, Tulin(1998). “An Empirical Analysis of Umbrella Branding,” Journal of Marketing Research, Vol.35:339-351.
    Feldman, Jack M and JohnG, Lynch(1988), “Self-Generated Validity and Other Effects of Measurement on Belief, Attitude, Intention, and Behavior,” Journal of Applied Psychology. Vol.73, pp.421-435.
    Fombrun, Charles and Mark Shanley (1990), “What’s in a Name? Reputation Building and Corporate Strategy,” Academy of Management Journal, Vol.33, No.2, pp.233-258
    Greyser, S. A.(1995), “Corporate Reputation: aid to Growth and Shield,” Inside PR and Reputation Management, January-February.
    Gürhan-Canli, Zeynep(2003) “The Effect of Expected Variability of Product Quality and Attribute Uniqueness on Family Brand Evaluations,” Journal of Consumer Research, Vol.30,pp.105-114
    Hastie, Reid and Bernadette Park (1986), “The Relationship Between Memory and Judgment Depends on Whether the Judgment Task is Memory-Based or On-line,” Psychology Review. Vol.93. pp.258-268.
    Hamilton, David L. and Steven J. Sherman (1996) “Perceiving Persons and Groups,” Psychological Review, Vol.103, pp.336-355.
    Kardes, F.R.(1994) “Consumer Judgment and Decision Processes, “in Handbook of Social Cognition,” Vol.2,ed. Robert S.Wyer and Thomas K.Srull, Hilladale, NJ:Erlbaum, pp.399-466.
    Keller, Kelvin Lane (1998). “Strategic Brand Management,“ New Jersey: Preentice Hall.
    Laforet, Syllvie, & John Suanders (1994). “Managing Brand Portfolio:The Leaders Do It,” Journal of Advertising Research (Sep./Oct.), pp64-76.
    Mattila, Anna (2003). “The Impact of Cognitive Inertia on Posconsumption Evaluatiob Procoesses.,” Journal of the Academy of Marketing Science, Vol.31,, pp287-299.
    McConnel, Allen R., S.J. Sherman, and D. L. Hamilton (1994) “On-line and Memory-based Aspects of Individual and Group Target Judgements. “Journal of Personality and Social Psychology. Vol.67, pp173-185.
    Montgomery, Cynthia A. & Wererfelt, Birger (1992). “Risk Reduction and Umbrella Branding, “Journal of Business, Vol.65(1):31-50.
    Owen, Stewart (1992). “The Landor Image Power Survey” A Global assessment of Brand Strength, “In: D.Aaker & A.Biel (eds.)Brand Equity and Advertising: Advertising’s Role in Building Strong Brands, pp.11-30.Hillsdale, NJ: Lawrence Erlbau, Associates.
    Park, C.Whan, Milberg Sandra, Robert, and Lawson (1991)”Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency,” Journal of Consumer Marketing, Vol.18, pp185-193.
    Phillipe, Cynm W., Dae R. Chay and Robert D. Buzzel (1983)”Product Quality, Cost Position, and Business Performance, “Journal of Marketing, Vol.47. pp.26-43.
    Pitta, Dennis A. & Lea Prevel Katsanis (1995) “Understanding Brand Equity for Successful Brand Extension,” Journal of Consumer Research, Vol.18(4), pp.185-193.
    Shapiro, Carl (1983), “Premiums of High Quality Products as Returns to Reputations,”Quarterly Journal of Economics, Vol.98（November）, pp.659-679
    Shrum, W. and R. Wuthnow (1988), “Reputational Status of Organizations in Technical Systems,” American Journal of Sociology, Vol.93, pp.882-912
    Smith, Daniel.C. and Park, C.Whan (1992), “The Effects of Brand Extensions on Market Share and Advertising Efficiency,” Journal of Marketing Research, Vol29, pp.296-313.
    Sternthal, Brian, Lynn W, Phillips and Ruby Dkolokia (1978). “The Persuasive Effect of Source Credibility: A Situational Analysis,” Public Opinion Quarterly, pp285-311.
    Sujan, M., “Consumer Knowledge(1985): Effects of Evaluation Strategies Mediating Consumer Judgment,” Journal of Consumer Research, Vol.12,pp31-46.
    Sullivan, Mary(1990). “Measuring Image Spillovers in Umbrella-branded Products,” Journal of Business, Vol.63(3), pp.309-329.
    Susskind, Joshua, Kristen Maurer, Vinita Thakkar, David L, Hamilton, and Jefferey W. Sherman(1999) “Perceiving Individuals and Groups: Expectancies, Disposotional Inferences and Causal Attributions,” Journal of Personality and Socail Psychology. Vol.76, pp.181-191
    Tauber, Edward M. (1981) “Brand Franchise Extension:New Product Benefits From Existing Brand Names,” Business Horizons, pp36-41
    Tauber, Edward M. (1988) “Brand Leverage: Strategy for Growth in Cost- Control Word, “Journal of Advertising Research, Vol.28(4), pp26-30.
    Wererfelt, Birger (1998). “Umbrella Branding as a Signal of New Product Quality: A Example of Signalling by Posting a Bond, “Rand Journal of Economics, Vol.19(3):458-466
    Yoon, Eunsang, Hugh J. Guffey and Valerie Kijewski（1993）, “The Effects of Information and Company Reputation on Intentions to Buy a Business Service,” Journal of Business Research, Vol.27, pp.215-228
    描述: 碩士
    國立政治大學
    企業管理研究所
    91355032
    93
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0913550322
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

    文件中的档案:

    档案 大小格式浏览次数
    index.html0KbHTML2437检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈