政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/35079

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/35079

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政大典藏 > College of Commerce > Department of International Business > Theses > Item 140.119/35079

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/35079

Title:	影響全球品牌成功推出副品牌之因素的探討－以精品業為例
Authors:	王詩晴 Wang, Shr-Ching
Contributors:	邱志聖王詩晴 Wang, Shr-Ching
Keywords:	副品牌國際化本土化品牌聯想路徑理由精品業全球品牌
Date:	2002
Issue Date:	2009-09-18 14:06:36 (UTC+8)
Abstract:	為了能夠吸引更廣大的消費族群，許多精品業者紛紛推出副品牌來囊括不同區隔的消費者，而各個品牌的品牌聯想皆不盡相同，大致上可區分為功能傾向以及非功能傾向，此兩種品牌聯想帶給消費者的影響也不太一樣；而業者在推出副品牌的時候，所採取的策略也不太一樣，有人會採用國際化的副品牌定位，亦有人會採用本土化的副品牌定位，其帶給消費者的感受又不同；而業者在推出副品牌的時候，為了不使消費者對其主品牌產生負面的影響，會給消費者理由，業者通常有兩種選擇，一是中央路徑（給其與產品本身相關的資訊），另一是周圍路徑（給其與產品本身不相關的資訊或不給理由）。而這三個變數相加在一起，將會產生不一樣的效果。研究結果發現，品牌聯想、副品牌定位、路徑理由對消費者態度皆沒有顯著的影響，而品牌聯想與副品牌定位、副品牌定位與路徑理由對消費者態度則有顯著的交叉效果，且在品牌聯想與副品牌定位、路徑理由對消費者態度上也有小小的交叉效果出現，可見此三者對消費者態度之影響有階層的關係。
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Description:	碩士國立政治大學國際經營與貿易研究所 90351007 91
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0090351007
Data Type:	thesis
Appears in Collections:	[Department of International Business] Theses

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