實體與非實體產品品牌個性之比較

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江泠平(Ling-ping Chiang) 查詢紙本館藏

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企業管理學系

論文名稱

實體與非實體產品品牌個性之比較
(The comparison between physical products brand personality and intangible products brand personality)

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摘要(中)

品牌個性不但可以作為建立差異化品牌的重要工具，還可以打動人心讓消費者與品牌的關係如同親密朋友一般。過去對於品牌個性的研究是單獨找出實體產品品牌的品牌個性構面，或是單獨找出非實體產品品牌的品牌個性，本研究試圖以探索性的方式綜合比較，找出捆綁銷售的實體產品品牌和非實體產品品牌的品牌個性是否存在差異，利用的是基本敘述統計、主成分分析、二階驗證性因素分析、變異數分析、對應分析和集群分析等研究方法，並以行動電話和行動通訊服務為例。
研究結果顯示，實體產品品牌和非實體產品品牌的品牌個性是存在差異的，實體產品品牌較為刺激，非實體產品品牌較為純真，此外消費者對於實體產品品牌的品牌個性認同程度明顯大於非實體產品品牌，而產業龍頭的品牌無論是實體或非實體產品，其品牌個性都是稱職的。再者，實體產品品牌的品牌個性無論在消費者心中的品牌形象，或是透過廣告所想要呈現出的品牌識別都是相同的，非實體產品品牌卻是不相同的。

摘要(英)

Brand personality is one of the techniques for building strong brands, it can touch customers’ heart, and build close relationship with customers. In the past, the related researches about brand personality are usually focus on physical products or intangible products separately. The main purpose of this study is to find out whether they are different, by using descriptive statistics, principal component analysis, 2nd confirmatory factory analysis, ANOVA test, correspondence analysis, and cluster analysis, taking mobile phone and mobile telecom services for example.
According to the research result, there are some different on brand personality between physical products and intangible products, physical products are more excitement, intangible products are more sincerity. Besides, Customers feel that brand personality on physical products is more obvious than intangible products, but the brand personality on industry leader whether physical products or intangible products are competence. Moreover, brand image and brand identity on brand personality at physical products are the same, but intangible products are not.

關鍵字(中)

★ 品牌個性
★ 品牌形象
★ 非實體產品
★ 實體產品
★ 品牌識別

關鍵字(英)

★ brand identity
★ brand image
★ physical products
★ intangible products
★ brand personality

論文目次

中文摘要 i
英文摘要 ii
致謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章　緒論 1
1-1 研究動機 1
1-2 研究目的 2
1-3 研究流程 3
第二章　文獻回顧 4
2-1品牌與品牌個性 4
2-1-1品牌與品牌個性的關係 4
2-1-2品牌個性的定義與功能 6
2-1-3品牌個性的影響因素 7
2-1-4品牌個性的研究方法 9
2-2實體產品品牌與非實體產品品牌品牌個性 10
2-2-1實體與非實體產品的差異 10
2-2-2品牌個性量表及相關研究 11
2-3品牌形象和品牌識別 14
第三章　研究設計 18
3-1 研究架構 18
3-2 研究假設 19
3-3 研究變項 20
3-4 問卷設計 21
第四章　研究結果 26
4-1 基本資料分析 26
4-2 基本統計分析 28
4-3 實體產品品牌與非實體產品品牌品牌個性實證結果 30
第五章　結論與建議 47
5-1 結論 47
5-2 研究限制與後續研究建議 50
參考文獻 51

參考文獻

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指導教授

蕭　嬋、張東生
(Chan Hsiao、Dong-Shang Chang)

審核日期

2011-7-8

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