English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113318/144297 (79%)
Visitors : 51105560      Online Users : 942
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/49521
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/49521


    Title: 品牌觀念與消費者奢華態度對產品線向下延伸策略效果之影響
    The Effects of Branding Strategy, Brand Concept, and Consumer`s Attitude toward Luxury on Consumer`s Acceptance of Downward Line-Stretched Products
    Authors: 黃聖棋
    Huang, Sheng-Chi
    Contributors: 別蓮蒂
    黃聖棋
    Huang, Sheng-Chi
    Keywords: 品牌策略
    品牌觀念
    產品線延伸
    消費者奢華態度
    向下延伸策略
    品牌傘策略
    Brand Strategy
    Brand Concept
    Line Extension
    Consumer`s Attitude toward Luxury
    Downward Line-Stretched Strategy
    umbrella branding strategy
    Date: 2006
    Issue Date: 2010-12-08 13:08:21 (UTC+8)
    Abstract: 本研究從消費者的觀點出發,比較功能型或象徵型的母品牌,進行產品線向下延伸時,以母品牌直接推出或品牌傘兩種策略下,不同奢華態度消費者的購買意願是否有所差異。
    本研究經由前測,選擇兩種產品類別進入正式實驗,並為兩產品類別進行品牌傘策略的產品線延伸,各創造一個副品牌,以及向下延伸的價格。數位相機類別中,以SONY為象徵型品牌,以Nikon為功能型品牌,並以Quanta為副品牌名稱,依7999元推出新款數位相機;手錶類別中,以Swatch為象徵型品牌,以Casio為功能型品牌,並以Axis為副品牌名稱,依899元推出新款手錶。本研究總共模擬8張彩色平面廣告,施測於320位政大學生,進行2 (產品線向下延伸策略:以母品推出、品牌傘策略) x 2 (品牌觀念:功能型、象徵型) x 2 (消費者奢華態度:高、低奢華態度群) 的實驗。
    研究結果顯示:一、就品牌策略主效果而言,消費者對於以母品牌直接推出低價新產品的購買意願,高於品牌傘策略。二、在品牌觀念的調節作用下,象徵型品牌推出低價新產品時,以母品牌直接推出低價新產品的消費者購買意願,優於品牌傘策略的程度,大於功能型品牌。三、在高價品牌推出低價新產品時,高奢華態度的消費者,在以母品牌直接推出時的購買意願,優於品牌傘策略的幅度,大於低奢華態度的消費者。
    當該品牌為功能品牌時,消費者在兩品牌策略下的購買意願間差距較小,此時企業可較為彈性運用此兩種策略推出低價新產品;而當品牌為象徵型品牌時,消費者對以母品牌推出的低價新產品之購買意願,較品牌傘策略下高出許多,因此企業以母品牌推出低價新產品,應能吸引較多的消費者。
    該品牌的目標客群主要為低奢華態度群時,目標客群對兩品牌策略的購買意願間差距較小,企業可彈性使用兩種策略;當目標客群主要為高奢華態度群,兩品牌策略下的購買意願差距大,以母品牌推出低價新產品,能吸引較多的消費者。
    The purpose of this study is to compare the effects of two kinds of product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy. Based on the moderate effect of brand concept and consumer attitude toward luxury, the influence of these two strategies on the consumer purchase intention will be evaluated.
    Cameras and watches were selected as products for this study. When dividing brand concept into symbolic and functional concept, Sony and Nikon were selected as the camera brands by this order; Swatch and Casio were also chosen as the watch brands. A 2 (product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy) x 2 (brand concept: functional brand and symbolic brand) x 2 (consumer’s attitude toward luxury: positive and negative) experimental design collected data from 320 Cheng-chi university students through 8 color printed advertisements.
    The main effect of brand strategy suggested that the original branding strategy is prior to the umbrella branding strategy on consumer purchase intention. Under the moderate effect of brand concept, it is suggested that the gap between the original branding strategy prior to the umbrella branding strategy on the consumer purchase intention is wider for the symbolic brand than for the functional brand.
    Under the moderate effect of consumer’s attitude toward luxury, it is suggested that the gap between the original branding strategy prior to the umbrella branding strategy on the consumer purchase intention of consumers with positive attitude toward luxury is wider than consumers with negative attitude toward luxury.
    To sum up, firms must differentiate brand strategies between brand concepts of brand and attitudes toward luxury of consumers, when deciding which branding strategy to extend to low priced products.
    Reference: 中文部分
    內政部統計處 (2007),九十六年第六週內政統計通報 (95年社會救助概況)
    內政部統計處 (2006),九十五年第八週內政統計通報 (94年社會救助概況)
    別蓮蒂 (2003a),企業品牌傘策略之企業名稱背書效果,管理學報,第二十卷第六期,頁1175-1199。
    別蓮蒂 (2003b),消費者認知的廠商移轉能力、產品製造困難度與品牌聯想對品牌延伸合適性的影響,台灣管理學刊,第三卷第二期,8月,頁65-84。
    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研究所碩士論文。
    英文部分
    Aaker, David A. (1990), “Brand Extension: The Good, the Bad, and the Ugly,” Sloan Management Review, Vol.31 (Summer), No.4, , 47-56.
    Aaker, David A. and Kevin Lane Keller (1990), “Consumer Evaluation of Brand Extensions,” Journal of Marketing, Vol.54 (January), 27-41.
    Aaker, David A. (1996), Building Strong Brand. New York: The Free Press.
    A. Belen del Rio, Rodolfo Vazquez, and Victor Iglesias (2001), “The Role of the Brand Name in Obtaining Differential Advantages,” The Journal of Product and Brand Management, Vol.10, Iss.6/7, 452- 465.
    Addis, Michela and Morris B Holbrook (2001), “On the Conceptual Link Between Mass Customisation and Experiential Consumption: An Explosion of Subjectivity,” Journal of Consumer Behaviour, Vol.1 (January), Iss.1, 50-66.
    Bhat, Subodh and Srinivas K. Reddy (1998), “Symbolic and Functional Positioning of Brands,” The Journal of Consumer Marketing, Vol.15, Iss.1, 32-43.
    Bhat, Subodh, Gail E. Kelly, and Kathleen A. O’Donnell (1998), “An Investigation of Consumer Reactions to the Use of Different Brand Name,” Journal of Product and Brand Management, Vol.7, Iss.1, 41-50.
    Biswas, Abhijit, Chris Pullig, Mehmet I. Yagci, and Dwane H. Dean (2002), “Consumer Evaluation of Low Price Guarantees: The Moderating Role of Reference Price and Store Image,” Journal of Consumer Psychology, Vol.12 (2), 107-118.
    Broniarczyk, Susan M. and Joseph W. Alba (1994), “The Importance of the Brand in Brand Extensions,” Journal of Marketing Research, Vol.31 (May), 214-228.
    Dacin, Peter A. and Daniel C. Smith (1994), “The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions,” Journal of Marketing Research, Vol.31 (May), 229-242.
    Desai, Kalpesh Kaushik and Kevin Lane Keller (2002), “The Effect of Ingredient Branding Strategy on Host Brand Extendibility,” Journal of Marketing, Vol.66 (January), 73-93.
    Dubois, Bernard and Duquesne, Patrick (1993), “The Market for Luxury Goods: Income Versus Culture,” European Journal of Marketing, Vol.27, Iss.1, 35-44.
    Dubois, Bernard, Sandor Czellar, and Gilles Laurent (2005), “Consumer Segments Based on Attitudes Toward Luxury Empirical Evidence from Twenty Countries,” Marketing Letters, 16:12, 115-128.
    Farquhar, Peter H. (1990), “Managing Brand Equity,” Journal of Advertising Research, Vol.30 (August / September), Iss.4, RC7-RC12.
    Kapferer, Jean-Noel (1998), “Why Are We Seduced by Luxury Brands?” Journal of Brand Management, Vol.6, No.1, 44-49.
    Keller, Kevin Lane and David A. Aaker (1992), “The Effect of Sequential Introduction of Brand Extensions,” Journal of Marketing Research, Vol.29 (February), 1-22.
    Keller, Kevin Lane (1998), Strategic Brand Management. New Jersey: Prentice Hall, Inc.
    Kirmani, Amna, Sanjay Sood, and Sheri Bridges (1999), “The Ownership Effect in Consumer Responses to Brand Line Stretches,” Journal of Marketing, Vol.63, Iss.1, 88-101.
    Kim, Jai-Ok, Sandra Forsythe, Qingliang Gu, and Sook Jae Moon (2002), “Cross-cultural Consumer Values, Needs and Purchase Behavior,” The Journal of Consumer Marketing, Vol.19, Iss.6, 481-502.
    Laforet, Sylvie and John Saunders (1994), “Managing Brand Portfolios: The Leaders Do It,” Journal of Advertising Research, Vol.34 (September / October), 64-76.
    Laforet, Sylvie and John Saunders (1999), “Managing Brand Portfolios: Why Leaders Do What They Do,” Journal of Advertising Research, Vol.39 (January / February), 51-66.
    Lawson, Robert and Subra Balakrishnan (1998), “Developing and Managing Brand Image and Brand Concept Strategies,” American Marketing Association. Conference Proceedings, Vol.9 (Winter), 121-126.
    McCarthy, M. S. and D. G. Norries (1999), “Improving Competitive Position Using Branded Ingredients,” Journal of Product and Brand Management, Vol.8(4), 267-285.
    Meenaghan, Tony (1995), “The Role of Advertising in Brand Image Development,” The Journal of Product and Brand Management, Vol.4, Iss.4, 23-34.
    Montgomery, Cynthia A. and Birger Wernerfelt (1992). “Risk Reduction and Umbrella Branding,” Journal of Business, Vol.65, Iss.1, 31-50.
    Mowle, James and Bill Merrilees (2005), “A Functional and Symbolic Perspective to Branding Australian SME Wineries,” The Journal of Product and Brand Management, Vol.14, Iss. 4/5, 220-227.
    Olins, Wally (1989), Corporate Identity: Making Business Strategy Visible Through Design, London: Thames & Hudson.
    Pitta, Dennis A. and Lea Prevel Katsanis (1995). “Understanding Brand Equity for Successful Brand Extension,” Journal of Consumer Marketing, Vol.12 (4), 51-64.
    Park, C. Whan, Jaworski, Bernard J., and Macinnis, Deborah J. (1986), “Strategic Brand Concept-Image Management,” Journal of Marketing, Vol.50 (October), Iss.4, 135-145.
    Park, C. Whan, Sandra Milberg, and Robert Lawson (1991), “Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency,” Journal of Consumer Research, Vol.18 (September), 185-193.
    Reddy, Srinivas K., Susan L. Holak, and Subodh Bhat (1994), “To Extend or not to Extend Success Determinants of Line Extensions,” Journal of Marketing Research, Vol.31 (May), 243-262.
    Rooney, Joseph Arthur (1995), “Branding: A Trend for Today and Tomorrow,” Journal of Product and Brand Management, Vol.4, Iss.4, 48-53.
    Sullivan, Mary (1990), “Measuring Image Spillovers in Umbrella-branded Product,” Journal of Business, Vol.63, Iss.3, 309-329.
    Tauber, Edward M. (1981), “Brand Franchise Extensions: New Products Benefit From Extension Brand Name,” Business Horizons, Vol.24 (1), 36-41.
    Taylor, Valerie A and William O Bearden (2002), “The Effects of Price on Brand Extension Evaluations: The Moderating Role of Extension Similarity,” Journal of the Academy of Marketing Science, Vol.30, Iss.2, 131-140.
    Vigneron, Franck and Lester W Johnson (2004), “Measuring Perceptions of Brand Luxury,” Journal of Brand Management, Vol.11, Iss.6, 484-507.
    Wernerfelt, Birger (1988), “Umbrella Branding as a Signal of New Product Quality: An Example of Signaling by Posting a Bond,” Rand Journal of Economics, Vol.19, Iss.3, 458-466.
    Woods, Walter A. (1960), “Psychological Dimensions of Consumer Decision,” Journal of Marketing (pre-1986), Vol.24, Iss.1, 15-19.
    Description: 碩士
    國立政治大學
    企業管理研究所
    94355036
    95
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0094355036
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

    Files in This Item:

    File Description SizeFormat
    503601.pdf49KbAdobe PDF2631View/Open
    503602.pdf279KbAdobe PDF2588View/Open
    503603.pdf295KbAdobe PDF2769View/Open
    503604.pdf251KbAdobe PDF2743View/Open
    503605.pdf245KbAdobe PDF2731View/Open
    503606.pdf94KbAdobe PDF2596View/Open
    503607.pdf254KbAdobe PDF21067View/Open
    503608.pdf402KbAdobe PDF22298View/Open
    503609.pdf1015KbAdobe PDF2932View/Open
    503610.pdf999KbAdobe PDF2727View/Open
    503611.pdf268KbAdobe PDF21013View/Open
    503612.pdf268KbAdobe PDF21268View/Open
    503613.pdf2727KbAdobe PDF2787View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    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 ©   - Feedback