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    题名: 航空公司成分品牌化之研究
    作者: 林雯晴
    贡献者: 陳建維
    林雯晴
    关键词: 成分品牌化
    品牌形象
    來源國形象
    消費者態度
    日期: 2002
    上传时间: 2009-09-18 14:06:44 (UTC+8)
    摘要: 論文摘要內容
    近年來航空業的競爭愈來愈激烈，各航空公司都極力想要以差異化的形象爭取更多消費者的關注，因此有部分業者藉由和餐廳或飯店合作推出特製餐點以吸引消費者，此種行銷手法是所謂的「成分品牌化」（Ingredient Branding），主品牌藉由成分品牌的品牌聲譽或形象來提昇消費者對主品牌之態度。過去研究成分品牌化主要著重在製造業，在服務業的部分不曾有過相關研究，因此本研究特別就針對服務業中的航空公司作成分品牌化之研究。

    在本研究中主品牌為航空公司而成份品牌為飯店，欲探討兩者品牌形象契合度及飯店品牌來源國對消費者的態度會有何種影響？在品牌形象方面共區分為功能性和符號性兩種，而品牌來源國則有國際品牌和台灣品牌之分，利用實驗設計方式列出八種實驗組合，以衡量從事成分品牌化後，消費者對主品牌的態度是否有所變化。

    從研究結果中發現，在從事成分品牌化時，當主品牌和成分品牌的形象一致，消費者對主品牌的態度會較高；若兩者形象不一致時，當組合為符號性—功能性時，消費者對主品牌的態度會高於功能性—符號性組合。另外成分品牌來源國也會影響消費者對主品牌的態度，消費者較偏好國際品牌。不過本研究發現航空公司推行成分品牌化對消費者態度中的認知和情感部分有顯著影響存在，但對購買意願沒有明顯效果，主要是因為機上餐飲部分並非消費者選擇航空公司時的首要關鍵因素。
    參考文獻: 參考文獻
    一. 中文部分
    1.王蓉莉，消費者對組合產品的知覺評估-以產品知識、產品涉入為調節變數，義守大學管理科學研究所未出版碩士論文，民國89年
    2.李筱瑩，產品來源國與消費者本國中心主義對消費者產品評價影響之研究，東吳大學國際貿易研究所未出版碩士論文，民國90年
    3.金明吉，來源國效應、品牌形象認知對產品品質認知影響--以資訊科技產品為例，輔仁大學管理學研究所未出版碩士論文，民國90年
    4.施存柔，來源國形象、品牌定位與銷售通路對化妝品消費者態度之影響，政治大學國際貿易研究所未出版碩士論文，民國91年
    5.秦兆緯，製造來源國形象、消費者心理認知與知覺價格對消費者購買行為之影響，長榮管理學院經營管理研究所未出版碩士論文，民國90年
    6.許惠美，旅行業者對大型國際觀光旅館企業形象評估之研究-以台北市為例，世新大學觀光學系碩士班未出版論文，民國89年
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    11.游純瑜，混合產品來源國資訊組合效果之研究-產品種類之干擾影響，
    元智大學管理研究所未出版碩士論文，民國90年
    12.劉皆德，地主國特性、事業策略對品牌化策略與國際行銷績效之研究，真理大學管理科學研究所未出版碩士論文，民國90年
    13.劉雅文，在行銷組合中提供比較國資訊、不同商品來源國、品質之產
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    民國89年
    二. 英文部分
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    描述: 碩士
    國立政治大學
    國際經營與貿易研究所
    90351017
    91
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0090351017
    数据类型: thesis
    显示于类别:[國際經營與貿易學系 ] 學位論文

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