DC 欄位 值 語言 DC.contributor 企業管理學系 zh_TW DC.creator 江泠平 zh_TW DC.creator Ling-ping Chiang en_US dc.date.accessioned 2011-7-8T07:39:07Z dc.date.available 2011-7-8T07:39:07Z dc.date.issued 2011 dc.identifier.uri http://ir.lib.ncu.edu.tw:88/thesis/view_etd.asp?URN=984201058 dc.contributor.department 企業管理學系 zh_TW DC.description 國立中央大學 zh_TW DC.description National Central University en_US dc.description.abstract 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。 zh_TW dc.description.abstract 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. en_US DC.subject 品牌個性 zh_TW DC.subject 品牌形象 zh_TW DC.subject 非實體產品 zh_TW DC.subject 實體產品 zh_TW DC.subject 品牌識別 zh_TW DC.subject brand identity en_US DC.subject brand image en_US DC.subject physical products en_US DC.subject intangible products en_US DC.subject brand personality en_US DC.title 實體與非實體產品品牌個性之比較 zh_TW dc.language.iso zh-TW zh-TW DC.title The comparison between physical products brand personality and intangible products brand personality en_US DC.type 博碩士論文 zh_TW DC.type thesis en_US DC.publisher National Central University en_US