| Abstract: | 本研究以事後加控制組之實驗設計探討中美日三個不同來源國產品品牌權益之差異,其主要目的乃在從消費者觀點比較來源國效果對品牌權益的影響,並且以知名品牌、虛擬品牌及無品牌之操弄分析個別品牌之品牌權益價值,因而構成一個3*3的因子實驗設計。另外,亦加入產品熟悉度、品牌熟悉度及品牌名稱偏好度三個干擾變數。 本研究選擇了汽車和彩色電視機作為標的產品,並以政治大學一、二年級學生為受測對象,採便利抽樣,以結構化問卷進行調查實驗,結果共取得272份有效問卷。 本研究實驗結果之發現可歸納為三項: 1.不同來源國的知名汽車品牌之品牌權益具有顯著性差異,其中日本豐田汽車最高,美國福特汽車次之,台灣裕隆汽車最後,在虛擬品牌及無品牌中,中美日產品之品牌權益則並無顯著差異。在電視產品方面,則不論知名品牌、虛擬品牌或無品牌者,不同來源國之品牌權益皆無顯著性差異,此結果顯示來源國效果對品牌權益的影響並不大,主要仍視名品牌行銷努力的成效而定。 2.無論汽車或電視產品,雖然知名品牌之品牌權益有較高之趨勢,但與虛擬品牌、無品牌之間並無顯著差異,不過,從個別來源國分析,台灣製汽車中裕隆則顯著低於無品牌者,日本製電視新力亦顯著高於無品牌者,而美國製不論汽車或電視則皆未達顯著差異。另外,豐田之品牌附加價值為正,福特幾近於零,而裕隆則為負,而電視知名品牌則皆為正,依序為新力、普騰及西屋,但是汽車或電視之虛擬品牌其品牌附加價值則大部分皆為負,且相差不大。 3.在干擾變數方面,產品熟悉度不同,其不同來源國之品牌權益具有顯著差異,而在不同品牌知名度之下,只有在知名品牌中產品熟悉度才具有干擾作用,而虛擬品牌及無品牌則無。另外,品牌熟悉度和品牌名偏好度的高低,汽車或電視之品牌權益並無顯著差異,僅有品牌熟悉度與來源國效果在汽車產品存在著顯著交互作用。
The research was intended to examine the brand equity differences among the products made in Taiwan, the U.S., and Japan. The researchers explored the impact of Country-of-Origin effect on brand equity from a consumer perspective, and utilized famous brand names, fictitious brand names, and unbranded products to manipulate the 3*3 factorial designs. Furthermore, three moderators, namely product familiarity, brand familiarity, and brand name favorableness, were also considered in these designs. We chose undergraduate students as subjects and asked them to evaluate automobiles and color TVs on various items, and obtained 272 completed questionnaires. The major findings are summarized as follows: 1. For automobiles, there were significant brand-equity differences for famous brand names among different countries. The Japanese Toyota ranked highest, followed by American Ford, and Taiwanese Yulon. No significant brand-equity differences were detected for fictitious names and unnames. As far as color TVs are concerned, Country-of-Origin did not have an effect on brand evaluations, whether it was famous brand name, fictitious brand name, or unbranded name. 2. The famous brand names tended to have a higher brand equity in either automobiles or TVs, but did not differ significantly from fictitious names and unnames. However, individually analyzed, it could be seen that Taiwan`s Yulon was significantly lower than unnamed brands, Japan`s Sony was significantly higher than unnamed brands and the American Ford was not different form the other two groups. Interestingly enough, Toyota`s added-value for brand name was found positive, that for Toyota was virtually zero, and negative for Yulon. For TVs, the added-values for famous brand names were all positive, the highest being Sony, followed by Proton, and finally Westing House. Not surprisingly, the added-value for fictitiously named brands were mostly negative, both for automobiles and TVs. 3. When product familiarity was different, brand-equity was found significantly different among different countries. In the situation of different brand familiarity, product familiarity for famous brand names had an moderating effect, but not for fictitious or unbranded names. |
