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    Title: 品牌延伸策略、消費者個性與品牌定位對消費者感知影響之研究——以汽車品牌為例
    A Study on Effects of Different Brand Extension Strategy, Consumer Personality and Brand Positioning on Consumers’ Attitudes – Using Car brand as Examples
    Authors: 王可親
    Ong, Ke Qin
    Contributors: 邱志聖
    Chiou, Jyh-Shen
    王可親
    Ong, Ke Qin
    Keywords: 品牌延伸
    品牌延伸策略
    品牌定位
    內隱理論
    消費者個性
    Brand extension
    Brand extension strategy
    Brand positioning
    Implicit theory
    Consumer personality
    Date: 2022
    Issue Date: 2022-07-01 16:02:04 (UTC+8)
    Abstract: 中文摘要
    於當今品牌競爭激烈的大環境下,隨著科技的演進與消費者需求改變,企業不得不一直推陳出新,研發幷推出新産品。但是到底要以何種方式推出新産品,需不需要根據消費者個性需求的不同而推出不同的行銷策略,一直是企業所關注的。而本研究主要以消費者個性、品牌延伸策略與品牌定位,於品牌延伸中對消費者感知的影響去做三者間相關探索性分析,以汽車産業爲研究對象,采用問卷調查法,經SPSS分析後其結果如下:
    一、針對品牌延伸策略與品牌定位之消費者感知而言,消費者個性都並不會影響其結果,除了於品牌形象前後差異面向上會與品牌定位產生交互作用。
    二、針對品牌延伸策略與品牌定位之消費者感知來說,二者之間會產生交互作用並彼此影響。
    三、針對品牌定位,相較於低階品牌,高階品牌於消費者感知結果而言更需要以原品牌推出新産品。
    四、針對品牌形象前後差異程度而言,相較於高階品牌,於推出新産品一事,消費者對低階品牌産生更正面的影響。
    五、針對消費者個性而言,於高階品牌,相較於定型心態的人,成長心態的人更會因品牌推出新產品而降低其對於品牌的印象。
    Abstract
    In today`s environment of fierce competition among brands of products and coupled with the evolution of technology and changes in consumer demand. In order to maintain or widen their market share, companies have to keep innovating, developing, and launching new products. However, how to launch new products, whether it is necessary to launch different marketing strategies according to the different needs of consumers` personalities, has always been a concern of enterprises. This research mainly focuses on & explores consumer personality, brand extension strategy and brand positioning, and the impact of brand extension on consumers` perception. The analysis is done by questionnaire survey method, taking the automobile industry as the research target.
    After SPSS analysis, the results are as follows:
    1. The outcome of consumer perception of brand extension strategy and brand positioning will not be affected by the consumer personality, except that the difference between the front and rear of the brand image will interact with the brand positioning.
    2. There have be interaction and influence between the consumer perception of brand extension strategy and brand positioning.
    3. As for brand positioning, compared with low-end brands, high-end brands need to launch new products with their brand name to influence the outcome of consumers’ perception.
    4. In terms of the degree of difference in brand image before and after the launching of the new product, consumers have a more positive impact on low-end brands compared with high-end brands.
    5. In terms of consumer personality, in high-end brands, compared with those with a stereotyped mentality, those with a growth mindset will lower their impression of the brand due to the introduction of new products by the brand.
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    2. 邱志聖(2017),品牌策略與管理初版,智勝出版社,臺北。
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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    109351047
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0109351047
    Data Type: thesis
    DOI: 10.6814/NCCU202200590
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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