Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/99697
|
| Title: | 消費者參與品牌體驗活動之動機與效果-以NIKE體驗活動為例
The Study of Customers’ Motivation and Benefit Gained Toward Brand Experience—Take NIKE as an Example |
| Authors: | 姜藍茵
Chiang, Lan Yin |
| Contributors: | 白佩玉
姜藍茵
Chiang, Lan Yin |
| Keywords: | 品牌體驗
目標設定和目標追求
自我效能
品牌態度
Brand Experience
Goal Setting and Goal Striving
Self Efficacy
Brand Attitude |
| Date: | 2016 |
| Issue Date: | 2016-08-03 16:01:13 (UTC+8) |
| Abstract: | 本研究以NIKE體驗活動為研究情境，針對曾參與過NIKE舉辦之體驗活動的消費者做為研究對象，透過質化訪談的方式探討消費者參與品牌體驗活動之動機，以及參與品牌體驗活動後帶來的個人效益，以及品牌所獲得的效益，最後綜合研究結果給予品牌體驗活動設計之建議。
本研究的結果發現，消費者參與NIKE體驗活動的動機，是因為其提供了：可以設定和追求的目標、品牌社交效益和以及彰顯品牌與自我的一致性。當體驗活動結束後，消費者可以感受到與自我相關的效益，包括：自我效能和主觀幸福感的提升，以及與品牌相關的效益，包括：品牌態度和品牌形象正向的改變。而根據訪談結果又可以發現，當品牌體驗活動能滿足消費者的參與動機時，將可以增強參與後與自我及品牌相關的效益。據此研究結果，本研究提出一研究模型供未來相關研究參考。
根據以上研究結果，本研究提出品牌實務操作體驗活動的建議：一、品牌可以提供與品牌印象連結的目標，並適時地給予消費者協助。二、品牌可以透過體驗活動提供消費者社交效益。三、品牌可以透過體驗活動彰顯品牌個性。透過以上的品牌體驗設計，將能提升消費者對於品牌之正向品牌印象及品牌態度。
關鍵字：品牌體驗、目標設定和目標追求、自我效能、品牌態度
This study use NIKE’s brand experience activities as contextual research topic. The goal of the research is to explore the motivation and benefit gained toward brand experience by using semi-structured interviews with interviewees who have attended NIKE’s brand experience activities. With abundant interview result, this study aims to give suggestion for future design of brand experience activities.
The results of this study showed that customer attend brand experience because it not only provides a goal for customer to set and to strive for, but also provide a channel for customer to gain social benefit and to show self-congruity with the brand. The study also showed that customer could gain self-efficacy, sense of subjective wellbeing and have positive influence toward brand attitude and brand image. In conclusion, when brand experience satisfies customers’ motivation; customer will be positively influenced on both self and brand-related concept. On top of this, this study conclude a research model for future studies.
Suggestion for future brand experience planning is provides by this study: First, a brand could offer a goal for customer to strive for and give customer sufficient help. Second, a brand could provide social benefit via brand experience. Third, a brand could show its personality through brand experience activities. By utilize these principles on brand experience activities design; customer will have positive influence toward brand image and brand attitude.
Key words: Brand Experience, Goal Setting and Goal Striving, Self Efficacy,
Brand Attitude
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與研究問題 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 品牌體驗 5
第二節 目標設定和目標追求 7
第三節 品牌效益 10
第四節 自我一致性 12
第五節 自我效能 14
第六節 主觀幸福感 16
第七節 品牌形象 18
第八節 品牌態度 20
第三章 研究方法 28
第一節 深度訪談法 29
第二節 訪談問題 31
第三節 訪談對象 33
第四章 研究情境 37
第一節 NIKE公司簡介 37
第二節 NIKE體驗活動及輔助應用程式簡介 40
第五章 研究分析與討論 48
第六章 結論與建議 77
第一節 學理貢獻 78
第二節 實務貢獻 81
第三節 研究限制與後續研究建議 85
參考文獻 87 |
| Reference: | 壹、西文部分
Aaker, D.A., (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York.
Bagozzi, R. P., & Dholakia, U. M. (1999). Goal setting and goal striving in consumer behavior. Journal of Marketing, 63, 19-32.
Bandura, A., & Schunk, D. H. (1981). Cultivating competence, self-efficacy, and intrinsic interest through proximal self-motivation. Journal of personality and social psychology, 41(3), 586-598.
Barnes, J. G. (1994). The issue of establishing relationships with customers in service companies: When are relationships feasible and what form should they take. In Third Annual “Frontiers in Services” Conference, Owen Graduate School of Management, Vanderbilt University, Nashville, Tennessee, October , 6-8.
Bandura, A. (1994). Self-efficacy. In R. J. Corsini (Ed.), Encyclopedia of psychology. 2nd ed. New York: Wiley.
Bandura, A. (1997). Self-efficacy: The exercise of control. New York: Freeman.
Batson, C. D. (1998). Altruism and prosocial behavior (In DT Gilbert, ST Fiske, & G. Lindzey(Eds.). The handbook of social psychology, 2, 282-316.
Berry, L. L. (1995). Relationship marketing of services—growing interest, emerging perspectives. Journal of the Academy of marketing science, 23(4), 236-245.
Benson, S. G., & Dundis, S. P. (2003). Understanding and motivating health care employees: integrating Maslow`s hierarchy of needs, training and technology. Journal of nursing management, 11(5), 315-320.
Bettencourt, B. A., & Dorr, N. (1997). Collective self-esteem as a mediator of the relationship between allocentrism and subjective well-being. Personality and social psychology Bulletin, 23(9), 955-964.
Bettencourt, B. A., & Dorr, N. (1997). Collective self-esteem as a mediator of the relationship between allocentrism and subjective well-being. Personality and social psychology Bulletin, 23(9), 955-964.
Brandt, M. (1998). Don’t dis your brand. MC Technology Marketing Intelligence,18(1), 46-47.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it?
How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68.
Chang, H. H., & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687-1706.
Chebat, J. C., El Hedhli, K., & Sirgy, M. J. (2009). How does shopper-based mall equity generate mall loyalty? A conceptual model and empirical evidence.Journal of Retailing and Consumer Services, 16(1), 50-60.
Diener, E. (2000). Subjective well-being: The science of happiness and a proposal for a national index. American psychologist, 55(1), 34.
Davis, F. (1979). Yearning for yesterday: A sociology of nostalgia. New York: Free Press.
Diamond, N., Sherry Jr, J. F., Muñiz Jr, A. M., McGrath, M. A., Kozinets, R. V., & Borghini, S. (2009). American Girl and the brand gestalt: Closing the loop on sociocultural branding research. Journal of Marketing, 73(3), 118-134.
Edson Escalas, J., & Bettman, J. R. (2003). You Are What They Eat: The Infulence of Reference Groups on Consumers` Connections to Brands. Journal of consumer psychology, 13(3), 339-348.
Escalas, J. E., & Bettman, J. R. (2009). Self-brand connections: The role of reference groups and celebrity endorsers in the creation of brand meaning. In D. J. MacInnis, C. W. Park, & J. R. Priester (Eds.), Handbook of brand relationships. 107-123. Armonk, NY US: M E Sharpe.
Escalas, Jennifer Edson (2004), “Narrative Processing: Building Consumer Connections to Brands,” Journal of Consumer Psychology, 14 (1), 168-180.
Gecas, V. (1989). The social psychology of self-efficacy. Annual Review of Sociology, 15, 291-316.
Holt, D. B. (2005). How societies desire brands: using cultural theory to explain brand symbolism. Inside consumption, 273-91.
Howard, J. A. (1994). Buyer behavior in marketing strategy, 2nd ed., 41-48.
Englewood Cliffs, NJ: Prentice Hall.
Hoch, S. J. (2002). Product experience is seductive. Journal of Consumer Research, 29(3), 448-454.
Ivancevich, J. M. K., & Matteson, R. (2011). Organizational behavior and management. 14th ed. New York: McGraw-Hill.
Joy, A., & Sherry, J. F. (2003). Speaking of art as embodied imagination: A multisensory approach to understanding aesthetic experience. Journal of consumer research, 30(2), 259-282.
Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. India: Pearson Education.
Kerin, R. A., Jain, A., & Howard, D. J. (1992). Store shopping experience and consumer price-quality-value perceptions. Journal of Retailing, 68(4), 376.
Kotler, P. (2000). Future Markets. Executive Excellence, 17(2), 6.
Kotler and Armstrong, (2004), Principles of Marketing, 7th ed. New Jersey : Prentice Hall.
Knox, S. (1998). Loyalty-based segmentation and the customer development process. European Management Journal, 16(6), 729-737.
Lincoln, Y. S., & Guba, E. G. (1985). Naturalist inquiry. Beverly Hills, CA: Sage.
Luthans, F., Youssef, C. M., & Avolio, B. J. (2007). Psychological capital: Developing the human competitive edge. Oxford University Press.
Locke, E. A., & Latham, G. P. (2002). Building a practically useful theory of goal setting and task motivation: A 35-year odyssey. American psychologist, 57(9), 705.
Moore, E. S., & Wilkie, W. L. (2005). We are who we were: intergenerational influences in consumer behavior. Inside consumption. Consumer motives, goals and desires, 208-232.
Mao, J. (2010). Customer brand loyalty. International journal of business and management, 5(7), 213.
Neal, W. D. (2000). When measuring loyalty satisfactorily, don`t measure CS.Marketing News, 34(13), 19.
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal of retailing, 73(3), 311-336.
Oishi, S., Diener, E., & Lucas, R. E. (2007). The optimum level of well-being: Can people be too happy?. Perspectives on psychological science, 2(4), 346-360.
Omodei, M. M., & Wearing, A. J. (1990). Need satisfaction and involvement in personal projects: Toward an integrative model of subjective well-being. Journal of Personality and social Psychology, 59(4), 762.
Pajares, F. (2002). Gender and perceived self-efficacy in self-regulated learning. Theory into practice, 41(2), 116-125.
Reichheld FF. (1996). Loyalty-Based Management. Harvard Business Review. (March-April). 64-73.
Strauss, A., & Corbin, J. (1990). Basics of qualitative research: Grounded theory procedures and techniques. Newbury Park, CA: Sage Publications, Inc.
Schunk, D. H. (2001). Self-regulation through goal setting. ERIC Digests,1-4.
Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer–brand identification. International Journal of Research in Marketing, 29(4), 406-418.
Sirgy, M. J., Johar, J. S., Samli, A. C., & Claiborne, C. B. (1991). Self-congruity versus functional congruity: predictors of consumer behavior. Journal of the Academy of Marketing Science, 19(4), 363-375.
Sujan, M., Bettman, J. R., & Baumgartner, H. (1993). Influencing consumer judgments using autobiographical memories: A self-referencing perspective. Journal of Marketing Research, 422-436.
Sirgy, M. J., & Danes, J. E. (1982). Self-image/ product-image congruence models: Testing selected models. Advances in consumer research, 9(1), 556-561.
Thompson, Craig J., Aric Rindfleisch, and Zeynep Arsel (2006), Emotional Branding and the Strategic Value of the Doppelgänger Brand Image, Journal of Marketing, 70, 50-64.
Wu, S. I., & Wang, W. H. (2014). Impact of CSR perception on brand image, brand attitude and buying willingness: a study of a global café. International Journal of Marketing Studies, 6(6), 43.
Zeithaml V, Bitner M. (1996). Services marketing. New York: McGraw-Hill.
貳、中文部分
教育部體育署，2014。《中華民國103年運動城市調查》，http://isports.sa.gov.tw/index.php?option=com_phocadownloadandview=categoryanddownload=9:%E4%B8%AD%E8%8F%AF%E6%B0%91%E5%9C%8B103%E5%B9%B4-%E9%81%8B%E5%8B%95%E5%9F%8E%E5%B8%82%E8%AA%BF%E6%9F%A5andid=3:%E9%81%8B%E5%8B%95%E7%B5%B1%E8%A8%88%E6%95%B8%E6%93%9AandItemid=221，2016/5/25。
運動筆記。【調查】猜一猜 去年全台路跑賽事共幾場？【部落格文字資料】。http://tw.running.biji.co/index.php?q=newsandact=infoandid=92208andsubtitle=%E3%80%90%E8%AA%BF%E6%9F%A5%E3%80%91%E7%8C%9C%E4%B8%80%E7%8C%9C%20%E5%8E%BB%E5%B9%B4%E5%85%A8%E5%8F%B0%E8%B7%AF%E8%B7%91%E8%B3%BD%E4%BA%8B%E5%85%B1%E5%B9%BE%E5%A0%B4%EF%BC%9F，2016/2/26。
戴遐齡，2015，《中華民國104年運動城市調查》。http://web.nchu.edu.tw/pweb/users/wtsay/lesson/11680.pdf，2016/5/11。
譚平（譯）（2013），《美則傳奇》（原作者：Eric Ryan, Adam Lowry, Lucas Conley）。台北：原點出版社。（原著出版年：2011） |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
103363018 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1033630182 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| index.html | 0Kb | HTML2 | 450 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
