本論文主要在探討消費者對全球與當地品牌、品牌名稱標準化與在地化之態度。論文主要包括二個部份，即研究一及研究二。 在研究一中，有鑑於消費者對全球與當地品牌認知之不同，本論文將私有品牌區分為國際私有品牌（International Private Label）以及當地私有品牌（Local Private Label）；進而探討台灣消費者對於全國性品牌、國際私有品牌以及台灣當地私有品牌的看法是否有某種程度上的差異。為了提供對此課題有深入的了解，本論文也以產品類別當作前述消費者認知之干擾變項進行研究。樣本系統抽樣於台北火車站出口處，最終蒐集到之可使用資料為254份。整體來說，研究結果顯示台灣消費者在品質知覺、品牌領導以及品牌個性上，都一致地認為，全國性品牌優於國際私有品牌；而國際私有品牌優於台灣當地私有品牌。研究結果亦顯示產品類別會干擾消費者對於三種品牌之價格及品牌個性認知，但對品質認知及品牌領導並無干擾效果。 在研究二中，本論文探討高涉入產品（high-involvement products）、炫耀性消費（conspicuous consumption）及品牌個性（brand personality）如何對使用西方來源(western-origin)品牌名稱在非西方國家市場標準化之研究。樣本系統抽樣於公共場所（電影院、火車站）出口處，最終蒐集到381份問卷當最後分析資料。研究結果顯示炫耀性消費及品牌個性與適合使用西方來源品牌名稱呈正向關係。 最後，本論文詳述管理意涵與對未來研究者之建議。 The dissertation explored the issues of perceived differences between globalised and localised images on brand and brand name standardization/localization. There were two parts included in this dissertation—study 1 and study 2. In study 1, in view of the differences between globalised and localised images, this dissertation has divided private labels into international private labels and local private labels. Then, consumer perceptions on product quality, price, brand leadership and brand personality a propos national brands, international private labels and local private labels were investigated. In order to provide better insights into these phenomena, this dissertation also considered product category as the moderator of the preceding perceptions. Data were collected outside the entrances of the main rail station of Taipei, Taiwan. A systematic sampling was adopted and 254 questionnaires were eventually collected. The findings revealed that on the whole national brands were perceived as significantly superior to international private labels, while international private labels were perceived as being superior to local private labels in terms of all perceptions except price perception. The findings also revealed that product categories moderated price and brand personality perceptions across the three brand types, but failed to moderate the effect of the three brands types on quality and brand leadership perceptions. In study 2, this study attempts to explore and discuss how high-involvement products, conspicuous consumption, and brand personality relate to and impact upon the appropriateness of using standardized Western-origin brand names in non-Western markets. The data were collected outside the entrances of public places (theaters, train stations) in Taipei, Taiwan. A systematic sampling method was adopted and 381 questionnaires were eventually collected for final data analysis. The findings indicate that conspicuous consumption and brand personality are positively related to the appropriateness of using standardized Western-origin brand names. Finally, implications of the findings and suggestions for future research are discussed.
