政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/34949
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113303/144284 (79%)
造訪人次 : 50802455      線上人數 : 694
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/34949


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/34949


    題名: 兩岸品牌個性之跨文化比較－以報紙廣告為例
    作者: 吳祉芸
    Wu, Chih-yun
    貢獻者: 別蓮蒂
    Bei, Lien-ti
    吳祉芸
    Wu, Chih-yun
    關鍵詞: 品牌個性
    內容分析法
    跨文化比較
    自我概念
    日期: 2002
    上傳時間: 2009-09-18 13:24:07 (UTC+8)
    摘要: 自一九七Ｏ年代起，品牌個性成為研究的焦點，有越來越多學者探討此項議題；實務界更是廣泛地運用。

    歷來研究中以品牌個性構面的建立為最具完整架構，學者多從消費者的角度出發；然而，文化差異對品牌個性有很大的影響，但過去相關研究卻不多，又廣告之中包含豐富的品牌個性及文化訊息，於此，本文參考過去學者提出的構面，利用廣告研究，進行品牌個性的跨文化比較。

    本文首次由廣告呈現的角度出發，補過去研究之不足；而藉由廣告所傳遞的豐富訊息，可以尋找華人企業偏好的品牌個性，比較兩岸文化及品牌個性呈現的差異，探討產品類別對品牌個性的影響，並連結消費者自我概念與品牌個性之間的關係，由觀察的現象中深入分析策略意涵，可供實務界作參考。

    研究設計方面，本文針對兩岸廣告，橫跨1996至2001共六年期間，以報紙為抽樣對象，台灣地區選擇中國時報，大陸地區選擇文匯報，共得864則廣告，利用內容分析法，粹取其中的品牌個性及文化概念，再進行統計分析，比較兩岸之間以及產品類別間的差異，結果發現如下：

    1.兩岸品牌個性的呈現有差異，台灣偏重品牌的人性面，大陸則較重視產品的功能性。

    2.品牌個性各構面間呈現比例亦有差異，出現頻率較高的構面，可能較容易為消費者所感知，或反映出消費者偏好。

    3.品牌個性與文化之間具有相關性，其方向有正有負，正相關意味著該文化傾向愈高，應強調該個性構面的呈現，反之亦然，值得廠商參考，隨著不同地區的文化差異而調整其品牌個性的塑造。

    4.不同產品廣告的品牌個性呈現則大異其趣，亦即產品類別對品牌個性有影響。大致而言，利益產品較重視「稱職」構面的展現，價值產品則著重人性面；廠商在塑造品牌個性時也應考慮攸關的產品特性。

    5.品牌個性與自我概念的關係很密切，本文初探兩者相關性，發現確有關聯存在：「平和」、「純真」與「真實我」呈顯著正相關；「刺激」、「稱職」、「教養」則與「理想我」呈顯著正相關，反映出兩個自我實為相對的概念；然其確切影響方向，甚至是其他變數的調節作用，則值得作進一步探討。
    Since the 1970s, “brand personality” has become a popular issue, which was discussed by many scholars and widely used in business practice.

    Most scholars studied this topic from the consumer’s point of view, and the framework of brand personality dimensions has been most completely worked out. However, culture differences had great influence on brand personality, but there were limited studies that focused on this issue. Since advertisements contained sufficient information of culture and brand personality, this study intended to make a cross-cultural comparison of brand personality by referring to the brand personality dimensions found by previous researchers and performing advertisement research.

    The purposes of this study are to compare the differences of brand personality between Taiwan and Mainland China, to investigate the influence of product category on brand personality, and to combine “self concept” with brand personality. Compiling the dimensions studied by previous scholars for coding indicators, this study uses content analysis to make this study. Not only does this study fulfill the scope of brand personality analysis, it also provides insights for building brand strategies and entering the market in China.

    The samples are newspaper advertisements from 1996 to 2001. China Times in Taiwan and Shang-Hai Wen-Hui Bao in Mainland China are chosen. There is a total of 864 advertisements. After statistics analysis, the results are listed as the following:

    1.To the appearance of brand personality, ads in Taiwan show more humanity, while those in Mainland China emphasize on product functions.

    2.There are different proportions between the representations of dimensions. Those dimensions with higher frequencies may be easily perceived by consumers or may more appealing to them.

    3.Relationships exist between brand personality and culture. Positive relationship means certain dimension should be emphasized when the relative culture tendency is higher.

    4.There exists a great difference in brand personality between product categories: the “utilitarian-expressive” products emphasize on “competence” dimension, while the “value-expressive” products show more humanity.

    5.Brand personality is closely related with “self-concept”: “peacefulness” and “sincerity” are positively related to “actual self,” while the other three dimensions are positive related to “ideal self.” This study discusses this issue for the first time; however, further studies are needed to investigate the moderating effects.
    參考文獻: 中文部份
    ·丁家永（2003），品牌如何滿足消費者的心理需求－從自我觀念談品牌選擇，銷售市場（http://www.cmmo.com.cn），1月12日。
    ·王石番（民78年），傳播內容分析法──理論與實證。台北：幼獅文化事業公司。
    ·文崇一（1972），從價值取向談中國國民性；李亦園、楊國樞主編：中國人的性格，頁47-84。南港：中研院。
    ·中華大黃頁　http://www.chinabig.com.cn，2003年3月。
    ·史考特貝伯瑞（Scott Bedbury）、史蒂芬芬尼契爾（Stephen Fenichell）著，麥慧芬譯（民91年），品牌始終來自人性：領導品牌八大核心精神，第一版。台北：商智文化。
    ·宋秩銘、莊淑芬、白崇亮、黃復華（民86年），奧美的觀點。台北：滾石文化。
    ·何友暉、陳淑娟、趙志裕（1991），關係取向：為中國社會心理方法論求答案；楊國樞、黃光國主編：中國人的心理與行為，頁49-66。台北：桂冠。
    ·完全廣告網　http://www.adw3.com，2002年8月。
    ·胡光夏（民88年），廣告文化理論學派之探討──三種解讀廣告文的取徑分析，廣告學研究，第13集，7月，頁93-111。
    ·韋政通（1972），傳統中國理想人格的分析；李亦園、楊國樞主編：中國人的性格，頁1-45。南港：中研院。
    ·莊淑芬 譯（1987），廣告大師奧格威－未公諸於世的選集。台北：天下叢書。
    ·陳俐琦（民87年），品牌個性構成向度之研究，國立政治大學企業管理學系碩士學位論文。
    ·陳淑芬（民87年），品牌個性與品牌偏好之關聯性研究，淡江大學管科所碩士論文。
    ·陶云彪（2002），品牌個性：品牌的核心價值，中國營銷傳播網，10月24日。
    ·梅貽寶（1967），中國社會思想與行為上的個人地位；C. A. Moore編：中國人的心靈──中國哲學與文化要義（中文譯本），頁307-324，台北：聯經。
    ·曾炆煌（1972），從人格發展看中國人的性格；李亦園、楊國樞主編：中國人的性格，頁227-250，南港：中研院。
    ·費孝通（1947），鄉土中國。香港：鳳凰。
    ·楊中芳（2001），如何理解中國人──文化與個人論文集。香港：遠流出版公司。
    ·楊國樞（1981），中國人性格與行為：形成及蛻變，中華心理學刊，第23期，頁39-57。
    ·鄭英輝（民87年），品牌人格與產品類別對品牌延伸評價的影響，國立中央大學企業管理研究所碩士論文。
    ·錢穆（1969），國史新論。台北：正文。
    ·賴孟寬與劉淑凰（民90年），台灣近代廣告文化訴求趨勢與不同文化訴求對情感激起度、廣告態度之影響，管理學報，第18卷第1期，3月，頁377-394。
    ·盧怡安（民87年），世代特性與其認知品牌個性之比較研究。國立政治大學企業管理學系碩士論文。
    英文部份
    ·Aaker, David A. (1995). Building Strong Brand, 1th, New York: The Free Press.
    ·Aaker, Jennifer L. (1997). “Dimensions of Brand Personality,” Journal of Marketing Research, 34(Aug.), 347-56.
    ·Aaker, Jennifer L., Garolera, J., & Benet-Marinez, V. (2001). “Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs,” Journal of Personality and Social Psychology, 81(3), 492-508.
    ·Adorno, Theodor W., Frankel-Brunswik, Else, Levinson, Daniel J., & Sanford, R. Nevitt (1950). The Authoritarian Personality, New York: Harper.
    ·Albres-Miller, Nancy D. & Gelb, Betsy D. (1996). “Business Advertising Appeals as a Mirror of Cultural Dimensions: A Study of Eleven Countries,” Journal of Advertising, 25(4), 57-70.
    ·Alt, Michael & Steve Griggs (1988). “Can A Brand Be Cheeky?” Marketing Intelligence and planning, 6(4), 9-16.
    ·Anderson, N. H. (1968). “Likableness Ratings of 555 Personality-Trait Words,” Journal of Personality and Social Psychology, 9(3), 272-9.
    ·Batra, Rajeev, Donald R. Lehmann, & Dipinder Singh (1993). “The Brand Personality Component of Brand Goodwill: Some Antecedent and Consequence,” in Brand Equity and Advertising, David A. Aaker & Alexander L. Biel, eds. Hillsdale, NJ: Lawrence Erlbaum Associates, 83-96.
    ·Biel, Alexander L. (1992). “How Brand Image Drives Brand Equity,” Journal of Advertising Research, 32(Nov.), 6-12.
    ·Birdwell, Al E. (1968). “A Study of the Influence of Image Congruence on Consumer Choice,” Journal of Business, 41(1), 76-88.
    ·Blackett, Tom (1988). “Researching Brand Names,” Marketing Intelligence and Planning, 6(3), 5-8.
    ·Carr, Steven D. (1996). “The Cult of Brand Personality,” Marketing News, 30(May), 4-6.
    ·Cheng, Hong & Schweitzer, John C. (1996). “Cultural Values Reflected in Chinese and U. S. Televisions Commercials,” Journal of Advertising Research, 36(3), 27-45.
    ·Culter, Bob D. & Javalgi, Rajshekhar G. (1992). “A Cross-Cultural Analysis of the Visual Components of Print Advertising: The United States and the European Community,” Journal of Advertising Research, 32(Jan./Feb.), 71-80.
    ·Digman, John M. (1990). “Personality Structure: Emergence of the Five-Factor Model,” in Annual Review of Psychology, M. Rosenzweig & L. W. Porter, eds. Palo Alto, CA: Annual Reviews, Inc., 417-40.
    ·Douglas, Mary & Isherwood, Baron (Eds.)(1978). The World of Goods: Towards an Anthropology of Consumption, New York: Norton.
    ·Dubbof, Robert S. (1986). “Brands, Like People, Have Personality,” Marketing News, 20(Jan.), p.8.
    ·Epstein, Seymour (1977). “Traits Are Alive and Well,” in Personality at the Crossroads, D. Magnusson & N. S. Endler, eds. Hillsdale, NJ: Lawrence Erlbaum Associates, 83-98.
    ·Fournier, Susan (1994). A Consumer-Brand Relationship Framework for Strategy Brand Management. Unpublished Doctoral Dissertation, University of Florida.
    ·Gardner, Burleigh B. & Levy, Sidney J. (1955). “The Product and the Brand,” Harvard Business Review, 33(April), 33-39.
    ·Gensch, Dennis H. (1978). “Image-Management Segmentation,” Journal of Marketing Research, 15(3), 384-94.
    ·Guilford, J. P. (1973). “On Personality,” in Readings in Personality, H. N. Mischel & W. Mischel, eds. New York: Holt, Rinehart, & Winston, 22-23.
    ·Haley, Russell L., Richardson, Jack, & Baldwin, Beth M. (1984). “The Effects of Nonverbal Communications in Television Advertising,” Journal of Advertising Research, 24, 11-18.
    ·Hofstede, Geert (1983). “National Cultures in Four Dimensions－A Research-based Theory of Cultural Differences among Nations,” Int. Studies of Man. & Org., 13(1-2), 46-74.
    ·Hofstede, Geert (1984). Culture’s Consequence, London: Sage Publications, 15-20.
    ·Hofstede, Geert (1991). Cultures and Organizations Software of the Mind, London: McGraw-Hill International, 1-20.
    ·Hofstede, Geert (1998). “Attitudes, Values and Organizational Cultures: Disentangling the Concepts,” Organization Studies, 19(3), 477-92.
    ·Hoggan, Karen (1988). “Brand Management: Back to Life,” Marketing, 13(Mar.), 20-22.
    ·Holder, S. C. (1973). “The Family Magazine and the American People,” Journal of Popular Culture, 7(2), 264-279.
    ·Jacoby, Jacob & Olson, Jerry C. (1985). Perceived Quality: How Consumers View Stores and Merchandise, Lexington, MA: Lexington Books.
    ·Kapferer, Jean-Noel (1992). Strategic Brand Management, New York: Les Editions d’Organisation.
    ·Kassarjian, Harold H. (1971). “Personality and Consumer Behavior: A Review,” Journal of Marketing Research, 8(Nov.), 409-18.
    ·Keller, Kevin L. (1993). “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57(Jan.), 1-22.
    ·Kuhns, William J. (1970). Waysteps to Eden: Ads and Commercials, New York: Herder and Herder.
    ·Lasch, Christopher (1979). The Culture of Narcissism: American Life in an Age of Diminishing Expectations, New York: W. W. Norton.
    ·Lears, T. J. Jackson (1983). “From Salvation to Self-Realization: Advertising and the Therapeutic Roots of the Consumer Culture, 1880-1930.” in The Culture of Consumption: Critical Essays in American History, Richard W. Fox & T. J. Jackson Lears, eds., New York: Pantheon, 3-38.
    ·Lasswell, Harold D., & de Sola Pool, Ithiel (1952), The Comparative Study of Symbols, Stanford, Calif.: Stanford University Press, p.12.
    ·Levy, Sidney J. (1959). “Symbols for Sales,” Harvard Business Review, 37(4), 117-24.
    ·Macrae, Chris (1991). World Class Brands, Wokingham, England: Addison-Wesley.
    ·Park, Bermadette (1986). “A Method for Studying the Development of Impressions of Real People,” Journal of Personality and Social Psychology, 51, 907-17.
    ·Paunonen, Sampo V., Jackson, Douglas N., Trzebinski, J., & Fersterling, F. (1992). “Personality Structure Across Cultures: A Multi-method Evaluation,” Journal of Personality and Social Psychology, 62(3), 447-456.
    ·Plummer, Joseph T. (1984). “How Personality Makes A Difference,” Journal of Advertising Research, 24(Dec.), 27-31.
    ·Plummer, Joseph T. (1985). “Brand Personality: A Strategic Concept for Multinational Advertising,” in Marketing Educators’ Conference. New York: Young & Rubicam, 1-31.
    ·Pollay, Richard W. (1983). “Measuring the Culture Values Manifest in Advertising.” in Current Issues and Research in Advertising, James H. Leigh & Claude R. Martin, Jr. eds., Ann Arbor: Graduate School of Business, Division of Research, University of Michigan, 72-92.
    ·Ramaprasad, Jyotika & Hasegawa, Kasumi (1992). “Creative Strategies in American and Japanese TV Commercials: A Comparison,” Journal of Advertising Research, 32(Jan./Feb.), 59-70.
    ·Reynolds, Thomas J. & Gutman, Jonathan O. (1984). “Advertising Is Image Management,” Journal of Advertising Research, 24(1), 27-37.
    ·Richins, Marsha L. (1994). “Valuing Things: The Public and Private Meaning of Possessions,” Journal of Consumer Research, 21,504-521.
    ·Shuler, Laura (1999). “Make Sure to Deliver When Staging Events,” Marketing News, 33(Sep.), 12-16.
    ·Sirgy, M. Joseph (1982). “Self-Concept in Consumer Behavior: A Critical Review,” Journal of Consumer Research, 9(Dec.), 287-300.
    ·Solomon, Michael R. (2002). Consumer Behavior, New Jersey: Prentice Hall.
    ·Tansey, Richard, Hyman, Michael R., & Zinkhan, George M. (1990). “Cultural Themes in Brazilian and U.S. Auto Ads: A Cross-Cultural Comparison,” Journal of Advertising, 19(2), 30-39.
    ·Tanushree, Chennai (2002). “It’s All about Brand,” Businessline, (Apr.), 1-3.
    ·Triandis, Harry C. (1972). The Analysis of Subjective Culture, NY, John Wiley.
    ·Triplett, Tim (1994). “Brand Personality Must Be Managed or It Will Assume a Life of Its Own,” Marketing News, 28(May), 9-11.
    ·Tse, David K., Russell w. Belk, & Nan Zhou (1987). “Becoming a Consumer Society: A Longitudinal and Cross-Cultural Content Analysis of Print Ads from Hong Kong, the People’s Republic of China, and Taiwan,” Journal of Consumer Research 15(March), p.457-72.
    ·Weber, Robert P. (1985). Basic Content Analysis, Beverly Hills, Calif: Sage Publications, 9-10.
    ·Wells, Ludmilla Gricenko (1994). “Western Concepts, Russian Perspectives: Meanings of Advertising in the Former Soviet Union,” Journal of Advertising, 23(1), 83-95.
    ·Williamson, Judith (1978). Decoding Advertisements: Ideology and Meaning in Advertising, London: Marion Boyars.
    描述: 碩士
    國立政治大學
    企業管理研究所
    90355033
    91
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0090355033
    資料類型: thesis
    顯示於類別:[企業管理學系] 學位論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    35503301.pdf18KbAdobe PDF2888檢視/開啟
    35503302.pdf14KbAdobe PDF2876檢視/開啟
    35503303.pdf36KbAdobe PDF21008檢視/開啟
    35503304.pdf45KbAdobe PDF2964檢視/開啟
    35503305.pdf168KbAdobe PDF21826檢視/開啟
    35503306.pdf754KbAdobe PDF26275檢視/開啟
    35503307.pdf572KbAdobe PDF21522檢視/開啟
    35503308.pdf344KbAdobe PDF21220檢視/開啟
    35503309.pdf40KbAdobe PDF21163檢視/開啟
    35503310.pdf211KbAdobe PDF21236檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    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 ©   - 回饋