Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/36837
|
| Title: | 台灣、德國品牌個性、廣告訴求與消費者價值信念之跨文化比較
The Intercultural Comparison between Taiwan and Germany in Brand Personality, Advertising Appeals and Consumer Value-Beliefs |
| Authors: | 鍾韶庭
Chung, Shao-Ting |
| Contributors: | 別蓮蒂
BeiI, Lien-Ti
鍾韶庭
Chung, Shao-Ting |
| Keywords: | 品牌個性
廣告訴求
消費者價值信念
品牌偏好度
跨文化比較
Brand Personality
Advertising Appeals
Consumer Value-Beliefs
Brand Preference
Intercultural Comparison |
| Date: | 2007 |
| Issue Date: | 2009-09-18 19:54:02 (UTC+8) |
| Abstract: | 自從歐盟成立後，歐洲市場對於台灣經濟的重要性與日俱增，目前為台灣主要貿易國家 (地區) 中出口成長率最高的地區，而德國又為台灣在歐洲進出口貿易額中最高的國家，然而國內學術界對於德國乃至於歐洲地區的消費者研究卻屈指可數，大多著重於中國大陸、美國與日本的研究，造成此現象的原因除了是過去歐洲市場在台灣的經濟地位不比中、美、日之外，也與台灣留學國外少以歐洲為主有關，造成與消費者相關的初次級資料取得不易、研究成本過高等因素，但隨著國內研究生赴歐洲交換學生的趨勢漸增，將提供國內學術界與實務界暸解歐洲消費者的機會。
本研究首先從過去的跨文化研究中暸解台灣與德國在各文化構面上的差異，推論受到文化所影響的品牌個性、廣告訴求與消費者價值信念，在台灣與德國消費者的認知中同樣會產生差異；此外，本研究也進一步探討品牌個性、廣告訴求、消費者價值信念與品牌偏好度的關係。本研究以問卷調查的方式蒐集台灣與德國消費者的第一手資料，並根據此初級資料進行分析比較，問卷內容包括品牌個性構面、品牌偏好度、廣告訴求、消費價值信念以及基本資料等五個部份，品牌則選定「Mercedes-Benz賓士汽車」與「Acer宏碁電腦」等兩個在台、德具有知名度的品牌。為了能夠順利進行調查，本研究分別以中文及德文版問卷在台灣與德國進行研究，採隨機發放的方式，總共蒐集了495份有效問卷，其中台灣問卷有247份，德國問卷有248份。
研究結果顯示，台灣與德國消費者對於同一個品牌的品牌個性、廣告訴求具有顯著差異，均對本國品牌較有正面的觀感，而台、德消費者價值信念也因為文化的不同而在「名牌情結」、「他人導向」、「情面影響」、「享樂主義」、「簡約習性」及「保障需求」上具有顯著差異。本研究的實證結果還發現，品牌個性會與消費者的品牌偏好度有關，而品牌偏好度受到廣告訴求與消費者價值信念的影響程度就相對較小。
廠商可依據本研究結果針對台灣消費者的「他人導向」、「簡約習性」、「保障需求」與「價格敏感」等信念，以及德國消費者的「享樂主義」、「價格敏感」與「簡約習性」等信念設計行銷活動，也可以藉由塑造品牌個性來增加消費者的品牌偏好度，對於學術而言，本研究不僅增加國內學術界對於歐洲市場的瞭解，更得到品牌個性、廣告訴求與消費者價值信念皆能影響品牌偏好度的結果，其中品牌個性又能明顯影響品牌偏好度，本研究成果可供後續相關研究作為深入探討的基礎。
Since the establishment of the EU, the importance of the European market to Taiwan has been steadily increasing. Among Taiwan’s major trading countries (areas), the European market has the highest export growth rate, with the highest volume of trade happening between Germany and Taiwan. Despite this fact, researches about German or European consumers are still rare in the domestic academia, where the focus is mostly on China, USA, and Japan. There are some reasons causing this. First, Europe’s economic status of was lower than the previously mentioned countries. Also, there were fewer scholars from Europe, which may lead to higher research costs and difficulty in collecting data among others. Nevertheless, with the increasing number of exchange students going to Europe, this would offer domestic academia and businesses an opportunity to better understand European consumers.
This research starts with an examination of previous culture-related literatures to discover the differences in all cultural dimensions between Taiwan and Germany. From this, the research infers that there would also be differences in brand personality, advertising appeals, and consumer value-beliefs. Moreover, the research discussed the relationship between brand preferences and brand personality/advertising appeals/consumer value-beliefs. Two well-known brands were selected, Mercedes-Benz and Acer, and questionnaires for each brand were developed and distributed randomly in Taiwan and Germany. Four hundred ninety five valid questionnaires were collected, among which 247 were collected in Taiwan and 248 were in Germany.
The results revealed that there were significant differences in one brand’s brand personality and advertising appeals. Furthermore, consumers had more positive attitudes toward their home country’s brand. The research also found that consumer value beliefs affected by the culture were different between Taiwan and Germany in “Brand Favor,” “Conformance Orientation,” “Face Influence,” “Hedonic,” “Frugality Intention,” and “Security Needs.” In addition, it was proved that brand personality was significantly related to consumers’ brand preferences. However, advertising appeals and consumer value-belief had relatively lower influence on the brand preferences.
Businesses could utilize the results of this study to devise marketing initiatives depending on consumer value-beliefs, such as Taiwan’s “Conformity-orientation,” “Frugality intention,” “Security Needs,” and “Price Sensitivity” and Germany’s “Hedonic,” “Price Sensitivity,” and “Frugality Intention.” Moreover, businesses could also build favorable brand personality to influence brand preferences. As for the academia, this research not only broadens the understanding of the European market, it also finds the relationship influence between brand personality, advertising appeals, consumer value-beliefs, and brand preferences, especially that in which brand personality significantly influences brand preference, which could be the base of further investigation. |
| Reference: | 伊恩．百帝 (Ian Batey) 著，葉思迪譯 (2003)，打造亞洲金品牌，台北：台灣培生教育出版股份有限公司。
吳祉芸 (2003)，「兩岸品牌個性之跨文化比較－以報紙廣告為例」，國立政治大學企業管理研究所碩士論文。
吳萬益 (2000)，企業研究方法，台北：華泰圖書出版公司。
吳萬益、林清河 (2002)，行銷研究，台北：華泰圖書出版公司。
林建煌 (2005)，行銷管理，台北：華泰文化事業股份有限公司。
祝鳳岡 (1996)，「廣告理性訴求策略之策略分析」，廣告學研究，第八版，頁1-16。
常和芳 (2004)，德漢諺語詞典，台北：志一出版社。
張惠涵 (2007)，「品牌人格與自我一致性及消費幻想對於消費者品牌偏好度影響之研究」，國立政治大學企業管理研究所碩士論文。
張漢宜 (2007)，「德國 從歐洲病夫變歐盟引擎」，天下雜誌，369期，頁30-31。
陳桂英 (1999)，「台灣消費者信念之探討－以觀點分析法之探索性研究」，輔仁大學織品服裝研究所碩士論文。
湯俊章 (2005)，「思考模式與自我構念、購後失調之關係－以挪威消費者為例」，國立政治大學企業管理研究所碩士論文。
黃坤田 (2002)，「台灣消費者價值信念量表建構與性別差異之探討－以北區大專學生為例」，輔仁大學織品服裝研究所碩士論文。
劉淑凰 (1999)，「台灣近代廣告文化訴求趨勢與不同文化訴求對情感激起度與廣告態度之影響」，國立成功大學企業管理研究所碩士論文。
鄭英輝 (1998)，「品牌人格與產品類別對品牌延伸評價的影響」，國立中央大學企業管理研究所碩士論文。
鍾英彥審訂，蘇生豪編修 (2001)，簡明德漢辭典，台北：文橋出版社。
Aaker, David A. (1996). Building Strong Brands, (146). New York: The Free Press.
Aaker, Jennifer and Susan Fournier (1995). “A Brand as a Character, A Partner and A Person: Three Perspectives on the Question of Brand Personality,” Advances in Consumer Research, Vol. 22, 391-395.
Aaker, Jennifer L. (1997). “Dimensions of Brand Personality,” Journal of Marketing Research, Vol. 34, No. 3, 347-356.
Aaker, Jennifer L., Verónica Benet-Martínez, and Jordi Garolera (2001). “Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs,” Journal of Personality and Social Psychology, Vol. 81, No. 3, 492-508.
Albers-Miller, Nancy D. and Betsy D. Gelb (1996). “Business Advertising Appeals as a Mirror of Cultural Dimensions: A Study of Eleven Countries,” Journal of Advertising, Vol. 25, No. 4, 57-70.
Azoulay, Audrey and Jean-Noel Kapferer (2003). “Do Brand Personality Scales really Measure Brand Personality,” Journal of Brand Management, Vol. 11, No. 2, 143-155.
Batra, Rajeev, Donald R. Lehmann, and Dipinder Singh (1993). “The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences,” in Brand Equity and Advertising, David A. Aaker and Alexander L. Biel, eds. Hillsdale, NJ: Lawrence Erlbaum Associates.
Belk, Russell W. (1988). “Possessions and the Extended Self,” Journal of Consumer Research, Vol. 15, No. 2, 139-168.
Biel, Alexander L. (1993). “Converting Image into Equity,” in Brand Equity and Advertising, David A. Aaker and Alexander L. Biel, eds. Hillsdale, NJ: Lawrence Erlbaum Associates.
Blythe, Jim (2007). “Advertising Creatives and Brand Personality: A Grounded Theory Perspective,” Journal of Brand Management, Vol.14, No. 4, 284-294.
Bosnjak, Michael, Valerie Bochmann, and Tanja Hufschmidt (2007). “Dimensions of Brand Personality Attributions: A Person-Centric Approach in the German Cultural Context,” Social Behavior and Personality, Vol. 35, No. 3, 303-316.
Caillat, Zahna and Barbara Mueller (1996). “Observations: The Influence of Culture on American and British Advertising: An Exploratory Comparison of Beer Advertising,” Journal of Advertising Research, Vol.36, No.3, 79-88.
Carey, J. (1989). “Advertising: An Institutional Approach,” in Advertising in Society: Classic and Contemporary Readings on Advertising’s Role in Society, R. Hovland and G. Wilcox, eds. Lincolnwood, Ill., USA: NTC Business Books, Inc.
Cheng, Hong and John C. Schweitzer (1996). “Cultural Values Reflected in Chinese and U.S. Television Commercials,” Journal of Advertising Research, Vol. 36, No. 3, 27-45.
Clark, Kim B. and Fujimoto Takahiro (1990). “The Power of Product Integrity,” Harvard Business Review, Vol. 68, No. 6, 107-118.
Cooper, Catherine R. and Jill Denner (1998). “Theories Linking Culture and Psychology: Universal and Community-Specific Processes,” Annual Review of Psychology, Vol. 49, No. 1, 559-584.
Dimaggio, Paul (1997). “Culture and Cognition,” Annual Review of Sociology, Vol. 23, No. 1, 263-287.
Duncan, Calvin P. (1990). “Consumer Market Beliefs: A Review of the Literature and an Agenda for Future Research,” Advances in Consumer Research, Vol. 17, No. 1, 729-736.
Duncan, Calvin P. and Richard W. Olshavsky (1982). “External Search: The Role of Consumer Beliefs,” Journal of Marketing Research, Vol. 19, No. 1, 32-43.
Fiske, A., Kitayama, S., Markus, H. R., and Nisbett, R. (1998). “The Cultural Matrix of Social Psychology,” in The Handbook of Social Psychology, (915-981), Daniel T. Gilbert, Susan T. Fiske, and Gardner Lindzey, eds. Bosten: McGraw-Hill.
Fournier, Susan (1994). “A Consumer-Brand Relationship Framework for Strategy Brand Management,” doctoral dissertation, University of Florida.
Freling, Traci H. and Lukas P Forbes (2005). “An Empirical Analysis of the Brand Personality Effect,” The Journal of Product and Brand Management, Vol. 14, No. 7, 404-413.
Hofstede, Geert (1980). Culture’s Consequences: International Differences in Work-Related Values, (1-475). Beverly Hills, Calif.: Sage Publications.
Hofstede, Geert (1991). Cultures and Organizations: Software of the Mind, (1-246). London, New York: McGraw-Hill.
Hofstede, Geert (2001). Culture’s Consequences: Comparing Value Behaviors, Institutions, and Organizations Across Nations, 2nd Ed. (1-525). Thousand Oaks, Calif.: Sage Publications.
Keller, Kevin L. (1993). “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, Vol. 57, No. 1, 1-22.
Keller, Kevin Lane (1998). Strategic Brand Management: Building, Measuring and Managing Brand Equity, (97-99). Upper Saddle River, N.J.: Prentice Hall.
Keller, Kevin Lane and Donald R. Lehmann (2006). “Brands and Branding: Research Findings and Future Priorities,” Marketing Science, Vol. 25, No. 6, 740-759.
Kim, Heejung and Hazel Rose Markus (1999). “Deviance or Uniqueness, Harmony or Conformity? A Cultural Analysis,” Journal of Personality and Social Psychology, Vol. 77, No. 4, 785-796.
Kitayama, Shinobu, Hisaya Matsumoto, Hazel Rose Markus, and Vinai Norasakkunkit (1997). “Individual and Collective Processes in the Construction of the Self: Self-Enhancement in the United States and Self-Criticism in Japan,” Journal of Personality and Social Psychology, Vol. 72, No. 6, 1245-1267.
Klein, Jill Gabrielle, Richard Ettenson and Marlene D. Morris (1998). “The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China,” Journal of Marketing, Vol. 62, No. 1, 89-100.
Kotler, Philip and Kevin Lane Keller (2006). Marketing Management, 12th Ed. (1-729). N.J.: Pearson Prentice Hall.
Malhotra, Naresh K. (1988). “Self Concept and Product Choice: An Integrated Perspective,” Journal of Economic Psychology, Vol. 9, No. 1, 1-28.
McCracken, Grant (1989). “Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process,” Journal of Consumer Research, Vol. 16, No. 3, 310-321.
McCracken, Grant David (1988). Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities, (1-174). Bloomington: Indiana University Press.
Nguyen, Tho D., Trang T.M. Nguyen and Nigel J. Barrett (2008). “Consumer Ethnocentrism, Cultural Sensitivity, and Intention to Purchase Local Products－Evidence from Vietnam,” Journal of Consumer Behavior, Vol. 7, No.1, 88-100.
Park, Bernadette (1986). “A Method for Studying the Development of Impressions of Real People,” Journal of Personality and Social Psychology, Vol. 51, 907-917.
Pollay, Richard W. (1983). “Measuring the Cultural Values Manifest in Advertising,” Current Issues and Research in Advertising, Vol. 5, 71-92.
Rotzoll, Kim B., James E. Haefner and Charles Harold Sandage (1990). Advertising in Contemporary Society: Perspectives toward Understanding, 2nd Ed. (1-190). Cincinnati, OH: South-Western Publishing Co.
Shavitt, Sharon (1990). “The Role of Attitude Objects in Attitude Functions,” Journal of Experimental Social Psychology, Vol. 26, No. 2, 124-148.
Shavitt, Sharon and Sang-pil Han (1994). “Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies,” Journal of Experimental Social Psychology, Vol. 30, No. 4, 326-350.
Shimp, Terence A. and Subhash Sharma (1987). “Consumer Ethnocentrism: Construction and Validation of the CETSCALE,” Journal of Marketing Research, Vol.24, No.3, 280-289.
Shore, Bradd (1996). Culture in Mind. Cognition, Culture, and the Problem of Meaning, (1-383). New York: Oxford University Press.
Sirgy, Joseph M. (1982), “Self-Concept in Consumer Behavior: A Critical Review,” Journal of Consumer Research (pre-1986), Vol. 9, No.3, 287-300.
Tansey, Richard, Michael R. Hyman and George M. Zinkhan (1990). “Cultural Themes in Brazilian and U.S. Auto Ads: A Cross-Cultural Comparison,” Journal of Advertising, Vol.19, No.2, 30-39.
Tsao, James C. (1994). “Advertising and Cultural Values: A Content Analysis of Advertising in Taiwan,” Gazette, Vol. 53, No.1-2, 93-110.
Tse, David K., Russell W. Belk and Nan Zhou (1989). “Becoming a Consumer Society: A Longitudinal and Cross-Cultural Content Analysis of Print Ads from Hong-Kong, the People’s Republic of China, and Taiwan,” Journal of Consumer Research, Vol. 15, No. 4, 457-472. |
| Description: | 碩士
國立政治大學
企業管理研究所
95355005
96 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0095355005 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
